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https://nccur.lib.nccu.edu.tw/handle/140.119/31120
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| Title: | 探討eCRM與顧客忠誠度之關係 |
| Authors: | 陳佳霜
Chen, Chia-Shuang |
| Contributors: | 管郁君
Huang,Eugenia Y.
陳佳霜
Chen, Chia-Shuang |
| Keywords: | 顧客關係管理
電子化顧客關係管理
CRM
eCRM |
| Date: | 2004 |
| Issue Date: | 2009-09-14 09:17:38 (UTC+8) |
| Abstract: | 網際網路的興起，提供大量豐富的資訊，顧客在彈指之間選擇性更多，資訊透明化使得企業獲得顧客忠誠度更形困難，然而顧客關係管理 (Customer Relationship Management, CRM) 能從每一位顧客的喜好與消費記錄，充分瞭解其需求，進而提供符合需求的產品及服務，在進入網路時代，CRM進一步演變為 eCRM (Electronic CRM, eCRM)，eCRM便是以「網路」為中心思考的CRM，除了擁有傳統的CRM程序之外，強調更有效地運用網路科技，eCRM有著成本更低廉、更快速方便的資訊交流，且期望在分析顧客的行為之後，能提供個人化的服務、實現低成本的一對一行銷，然而，eCRM 真能提高顧客忠誠度嗎？本研究以行動電話產業為研究對象，試圖從顧客的角度，了解 eCRM 與顧客忠誠度之間的關係，研究架構包含 eCRM 實務、顧客知覺的關係，以及顧客忠誠度三大構面，利用正典相關分析(Canonical Correlation Analysis)方法以驗證各項研究假設，調查範圍則是針對台灣地區有使用手機之消費者，採用網路問卷調查方式蒐集資料，有效樣本數目總計有844 份，研究所得之重點結論如下：
1.eCRM 實務構面的「電子行銷、電子商務」與顧客知覺關係構面的「情感承諾、社會利益」有顯著相關。
2.顧客知覺關係構面的「信任、情感承諾、特殊對待利益」與顧客忠誠度構面的「向他人推薦、交叉購買意願」有顯著相關。
3.為提高顧客忠誠度，「信任」與「特殊對待利益」非常重要，但電信公司在eCRM 的實施上，並沒有產生太多的信任與特殊對待利益，故電信公司應在此方面加以改善，以提高顧客之忠誠。
4.34% 的消費者未曾使用電信公司所提供的 eCRM ，故電信公司欲藉由eCRM 降低成本與提供更快速的資訊交流，勢必得努力創造顧客對電信公司網站之需求。
5.有使用網站與未使用網站之兩顧客獨立群體，在顧客忠誠度上並無顯著差異，故電信公司必須致力於提供多種管道，以及如何去整合每一項溝通管道之特質。 |
| Reference: | 一、中文文獻
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三、線上資料
1.大眾電信，http://www.fitel.net.tw/
2.台灣大哥大，http://www.twngsm.com.tw/
3.交通部電信總局，http://www.dgt.gov.tw/flash/index.shtml
4.泛亞電信，http://www.tat.com.tw/
5.和信電訊，http://www.kgt.com.tw/
6.東信電訊，http://www.mobitai.com.tw/mobitai/index.jsp
7.亞太行動寬頻，http://www.apbw.com/
8.遠傳電信，http://www.fetnet.net/ |
| Description: | 碩士
國立政治大學
資訊管理研究所
92356013
93 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0923560131 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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