- 期刊
Evaluate the Effect of Innovative Interface Technologies to Customer Relationship Management (CRM) in a Hypercompetitive Cyber Commerce Environment
（在電子商務環境中運用網路層級分析法衡量創新介面技術對於顧客關係管理的影響）
摘要
進入二十一世紀，在高度競爭發展的網際網路世代中電子商業公司須要採取強而有力的策略去面對在顧客管理關係中的挑戰。在現今的電子商務環境，創新介面技術使得公司與顧客的關係由口而相傳轉換模式至滑鼠操作模式、顧客滿意度漸漸地難以滿足及市場需求變動日漸形成不可預測。當在面對低利潤高服務的持續性變化，對於要如何以創新的技術來不斷地保持企業利潤事非常重要的。於本研究中，藉由因素分析來衡量十九個次測量準則來歸屬於五大衡量準則；在進一步地透過網路層級分析法以五大衡量準則與十九次測量準則來分析現階段三種電子商務網站模式，因為網路層級分析法的特性是藉由建立兩準則兩兩比較矩陣來進一步產生衡量權重。此外，在本文中，分析的層級關係以四個層級來表示創新介面技術對於電子商務網站之衡量特性、評估準則及評估次準則。因此，在經由本研究實務分析後，以理論最大化的創新方面來看，在顧客關係管理中，現階段電子商務網站為所有IT產業公司最具潛在性及最高經營績效的網站模式。最後，本研究更加歸納地提供一些建議於公司決策者來發展創新介面技術於高度競爭的商業環境中。
並列摘要
Beginning in the 21st century, e-business enterprises need to take vigorous tactics in facing greater challenges of Customer Relationship Management (CRM) in a booming cyber commerce era. In today's e-business environment, Innovative Interface Technologies (IIT) change relationship between enterprises and customers from word-of-mouth to word-of-mouse with each passing day, customers' satisfaction are more and more discerning, and market demands can fluctuate unpredictably. While facing constant changes in the lower-profit and high customer-service cyber commerce environment, it is important to know how to break through the current Information Technology (IT) industrial situation, maintain the enterprises' owned advantage and continuously make a profit under a booming transition. In this research, nineteen sub-criteria are categorized into five assessable criteria by the measurement of factor analysis. Three basic types of innovative commerce websites are then assessed by nineteen assessable criteria of five characteristics of IIT through the utilization of the factor analysis and Analytical Network Process (ANP) approach. The specific feature of the ANP model is to establish a pairwise comparative matrix and furthermore, to calculate the priority vector weights (eigenvector) of each assessable characteristic, criteria and sub-criteria. The factor analysis can utilize more measure matrix to benefit the deviation of ANP approach due to less data from expert's opinions. Additionally, in the content, the analytical hierarchical relations are definitely expressed in four levels among each characteristic of IIT, criterion and sub-criteria. Therefore, with implementation of the empirical analysis in this research, the best potential cyber commerce website with highest performance are able to selected by IT companies in order to maximize profits and benefits from an innovative perspective in CRM. Finally, some suggestions and findings in this research for decision-makers and scholars are inductively organized to further determine the best development of IIT in a thriving cyber business circumstance.