企業行動e化應用於顧客關係管理之研究

The application of electronic mobile system on customer relationship management

王凱庭(Kai-Ting Wang)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00302

摘要

身處於資訊科技發達的現代，一般人對於行動通訊產品的依賴有增無減，在生活中習慣及享受著科技所帶來的改變與方便，在這個商業環境快速變動的時代，企業間存在商業競爭上的壓力，以及能掌握的資源有限，因此，不得不專注於核心競爭力上的發展，許多企業推動企業行動商務，並採用各種裝置，如PDA、智慧型手機等作為工具。本研究主要目的在於探討消費者目前採用行動商務的現況及行為，透過顧客關係管理的成效，瞭解企業提供e化服務與顧客互動所能獲致的績效。本論文發展出四個假設，其中所包含的變數有顧客所認知的企業利用e化與顧客互動的程度、顧客關係管理的成效、顧客忠誠度及顧客滿意度。顧客所認知的企業利用e化與顧客互動的程度為自變數，顧客滿意度、顧客忠誠度為應變數，顧客關係管理成效則為中介變項。最後經由迴歸分析發現：
1.企業利用e化與顧客互動程度愈高，顧客滿意度愈高；顧客關係管理成效越高，顧客滿意度越高。
2.「顧關係管理成效」對「企業利用e化與顧客互動程度」有顯著相關
3.企業利用e化與顧客互動程度愈高，顧客忠誠度愈高；顧客關係管理成效越高，顧客忠誠度越高。
本研究結果提供企業與顧客關係的實用資訊，企業利用e化與顧客互動不僅可升顧客滿意度，亦可建立較高的顧客忠誠度，協助企業釐清e化方向，透過有效管理將企業e 化發展的更具效率、更精緻。

關鍵字

企業e化 ； 顧客關係管理

並列摘要

Living in the rapid growing society of information and communication technology, more and more people rely on the communication device and enjoy the convenience brought by the technology advance.
In the era of rapidly changing business environment, enterprises are constrained by limited resources and struggle to survive the pressure. Hence there is an increasing tendency among enterprises to focus on the development of electronic mobile system as one of their core competencies. A lot of enterprises promote electronic mobile system by means of PDA, smart phones and other communication devices, to name but a few.
The purpose of this study aims to investigate the current status of the consumers’ habits and behavior in employing electronic mobile systems. With an understanding of the effect on customer relationship management, managers would be able to realize the impact of electronic mobile systems offered by the enterprises and of the interaction between the enterprises and their customers
There are 162 copies of questionnaires retrieved out of 164 copies of questionnaires distributed. The overall response rate is 99%. Regression is employed to analyze the data. The variables investigated in this study include:
consumers’ perception to enterprises’ application of electronic mobile system to handle customer relationship management
the effect of customer relationship management
consumers’ loyalty
consumers’ satisfaction
Of all the variables, consumers’ perception to enterprises’ application of electronic mobile system is the independent variable, consumers’ satisfaction and consumers’ loyalty are dependent variables, and the effect on customer relationship management is the intervening variable.
Results are as the followings,
The more electronic mobile system is applied to the interactions between enterprises and their customers, the more the impact on customer relationship management and consumers’ satisfaction.
The correlation between the effect of customer relationship management and the interaction between enterprises and consumers is statistically significant.
The more the electronic mobile system is applied by enterprises, the more the interactions between the enterprises and their customers and hence, the higher of consumers’ loyalty.
Results of this study suggest practical implications. The application of electronic mobile systems would establish the interaction between the enterprises and their customers. Furthermore, the use of electronic mobile systems could enhance consumers’ satisfaction and consumers’ loyalty. Through a carefully designed electronic mobile system, enterprises could obtain more information regarding how to apply the system to make it more beneficial to both the enterprises and their customers.

並列關鍵字

Electronic Mobile System ； Customer Relationship Management.

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