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    政大機構典藏 > 商學院 > 會計學系 > 學位論文 >  Item 140.119/30258
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/30258


    Title: 網路銷售與實體銷售模式下顧客資本管理制度之個案研究
    Authors: 徐翊芳
    Contributors: 王文英
    徐翊芳
    Keywords: 網路與實體銷售模式差異
    顧客資本
    顧客關係管理
    Date: 2008
    Issue Date: 2009-09-11 17:32:57 (UTC+8)
    Abstract: 網路銷售模式與傳統實體銷售模式的不同之處,在於企業整個服務型態及整個服務方式的展現。而在強調顧客導向與知識經濟的今日,本研究對目前台灣同時進行兩種銷售模式的企業進行顧客資本管理制度之研究,期提供予未來亦想同時採取兩種銷售管道之企業作為參考。
    本研究透過深度訪談、實地走訪公司網站及店面並輔以小規模問卷發放,研究結果發現:
    (1)兩銷售模式之共同重要顧客資本為掌握顧客需求能力、行銷溝通投入、顧客資訊系統建置、服務顧客能力、顧客滿意及顧客忠誠、顧客資訊回饋6項次構面下之25項指標。
    (2)基於網路銷售與實體銷售之特性不同,導致兩銷售模式所重視之顧客資本有不同點。
    (3)基於網路銷售與實體銷售之特性不同,導致所重視的顧客資本指標不同,且進一步影響重要顧客資本之CRM活動,而產生差異。
    (4)企業在兩種不同銷售模式下,除了應掌握重要之顧客資本外,尚應設置適當的重要顧客資本之CRM活動,以幫助顧客資本之蓄積。
    Reference: 一、中文部分
    王嘉珮 ,1998,網路商店功能設計與消費者購買意願關係之研究,國立中山大學資訊管理研究所未出版碩士論文。
    吳思華、賴鈺晶、顏如妙,2000,網際網路智慧資本衡量與發展措施研究,經濟部工業局軟體五年發展計畫。
    周樹林,2007,虛擬未來網路創新模式下之電子商務發展趨勢,財團法人資訊工業策進會專題研究報告。
    張瓊文,1999,網路商店中線上人員服務功能對消費者商店印象與其購買意願之影響,國立中山大學傳播管理研究所未出版碩士論文。
    陳文華,2000,運用資料倉儲技術於顧客關係管理,能力雜誌,第527期1月:132-138。
    黃菁瑋,2000,個人對個人線上交易之信任機制對交易滿意度之影響,國立中正大學資訊管理學研究所未出版碩士論文。
    葉至誠、葉立誠,1999,研究方法與論文寫作,臺北市:商鼎文化。
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    楊晴惠,2007,台灣網友消費行為分析,財團法人資訊工業策進會專題研究報告。
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    二、英文部分
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    Bhatia, A. 1999. Customer Relationship Management, 1st Ed. toolbox Portal for IT: http://crm.ittoolbox.com/documents/document.asp?i=361.
    Bontis, N. 1998. Intellectual capital: An exploratory study that develops measures and models. Management Decision 36(2): 63-76.
    Bontis, N., C. C. Keow, and S. Richardson. 2000. Intellectual capital and business performance in Malaysian industries. Journal of Intellectual Capital 1(1): 85-100.
    Boulton, R. E. S., B. D. Libert, and S. M. Samek. 2000. Cracking the Value Code: How Successful Businesses are Creating Wealth in the New Economy. New York: Harper Business.
    Buttle, F. A. 2001. The CRM value chain. Marketing Business (February): 52-55.
    Chen, J., Z. Zhu, and H. Y. Xie. 2004. Measuring intellectual capital: A new model and empirical study. Journal of Intellectual Capital 5(1): 195-212.
    Choi, S. Y., D. O. Stahl, and A. B. Whinston. 1997. The Ecomics of Electronic Commerce. Macmillan Technical.
    Duffy, J. 2000. Measuring customer capital. Strategy & Leadership 28(5):10-15.
    Edvinsson, L., and M. S. Malone. 1997. Intellectual Capital- Realizing your Company’s True Value by Finding its Hidden Brainpower. New York: HarperCollins Publishers.
    Fayerman, M. 2002. Customer relationship management. New Directions for Institutional Research 113(Spring): 57-68.
    Galbreath, J., and T. Rogers. 1999. Customer relationship leadership: A leadership and motivation model for the twenty-first century business. The TQM Magazine 11(3): 161-171.
    Hobby, J. 1999. Looking after the one who matters. Accountancy Age (October): 28-30.
    Hoffman, D. L., and T. P. Novak. 1996. Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing 60 (July): 50-68.
    Hoots, M. L. 2005. Customer relationship management for facility managers. Journal of Facilities Management 3(4): 346-361.
    Kalakota, R., and M. Robinson. 1999. E-Business: Roadmap for Success, 1st Ed. USA:Addison-Wesley Professional.
    Kaplan, R. S., and D. P. Norton. 1996. The Balanced Scorecard – Translating Strategy into Action. Boston, MA: Harvard Business School Press.
    Kotler, P. 2003. Marketing Management, 11th Ed. New Jersey: Prentice Hall International Inc.
    Larsson, R., and D. E. Bowen. 1989. Organization and customer: Managing design and coordination of service. Academy of Management Review 14(2): 213-233.
    Li, T., and R. J. Calantone. 1998. The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing 62(October): 13-29.
    Mavrinac, S., and T. Siesfeld. 1998. Measures that matter: An exploratory investigation of investor’s information needs and value priorities. OECD
    Peterson, R. A., S. Balasubraman, and B. J. Bronnenberg. 1997. Exploring the implications of the internet for consumer marketing. Journal of the Academy of Marketing Science 25(4): 329-346.
    Prahalad, C. K., and V. Ramaswamy. 2000. Co-option customer competence. Harvard Business Review 76(1): 79-87.
    Rayport, J. F., and B.J. Jaworski. 2002. Introduction to e-commerce, 1st Ed. Boston: McGraw-Hill/Irwin marketspaceU.
    Reicheld, F., and W. Sasser. 1990. Zero defects: Quality comes to services. Harvard Business Review 68 (Septemper-October): 105-111.
    Reichheld, F. F. 1996. The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Cambridge, Mass: Harvard University Press.
    Reinartz, W., M. Krafft, and W. D. Hoyer. 2004. The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research 41(3): 293-305.
    Saint-Onge, H. 1996. Tacit knowledge: The key to the strategic alignment of intellectual capital. Strategy & Leadership 24(2): 10-14.
    Stewart, T. A. 1997. Intellectual Capital: The New Wealth of Organizations. New York: Bantam Doubleday Dell Publishing Group, Inc.
    Sveiby, K. E. 1989. The Invisible Balance-Sheet. Affaersvaerlden /Lsdarskap, Stockholm.
    Sveiby, K. E. 1997. The intangible assets monitor. Journal of Human Resource Costing and Accounting 2(1): 73-97.
    Swaminathan, V., B. P. Rao., and E. L. White. 1999 . Browsers or buyers in cyberspace? An investigation of factors influencing electronic exchange. Journal of Computer-Mediated Communication 5(2): 4-25.
    Turban, E., S. Liu, and M. K. O. Lee. 2000. Software agents for environmental scanning in electronic commerce. Information Systems Frontiers 2(1): 85-98.
    van Buren, M. E. 1999. A yardstick for knowledge management. Training & Development 53(5): 71-78.
    Woodruff, R. B. 1997, Customer value: the next source of competitive advantage. Journal of the Academy of Marketing Science 25(2):139-153.
    Yin, R. K. 1989. Case Study Research- Design and Method, 2nd Ed. Newbury Park, California: Sage.
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    三、參考網站
    台灣智慧資本研究中心:http://www.ticrc.nccu.edu.tw/ic_column/ic_column.jsp
    Jupiter Communications.:http://www.jc.com/
    Description: 碩士
    國立政治大學
    會計研究所
    96353039
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096353039
    Data Type: thesis
    Appears in Collections:[會計學系] 學位論文

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