顧客關係管理策略：了解顧客或建立關係？

Knowing Customers or Establishing Relationships: Different Routes to CRM

王侯傑(HO-JEH WANG)

指導教授 ： 黃明蕙

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.01902

摘要

顧客關係管理的科技應用主要可分為分析式顧客關係管理與營運式顧客關係管理。分析式與營運式顧客關係管理各有其不同之應用範疇，本研究指出，當顧客知識不易取得時，營運式顧客關係管理的表現將優於分析式顧客關係管理。然而，當顧客關係難以建立或不必要建立時，分析式顧客關係管理的表現將優於營運式顧客關係管理。

關鍵字

顧客關係管理 ； 顧客 ； 營運式顧客關係管理 ； 分析式顧客關係管理

並列摘要

Firms can choose from a variety of CRM technologies to enhance business performance; however, there is a lack of studies or practices addressing the issues of when and how specific CRM technologies should be used. This study empirically surveyed the strategic use and performance outcome of two types of CRM technologies, analytical and operational, by 123 major US firms. The argument that analytical CRM could be used to know customers and improve product quality, whereas operational CRM could be used to establish customer relationships and enhance satisfaction was supported. Implications for the results and future studies are discussed.

並列關鍵字

CRM ； customer relationship management ； operational CRM ； analytical CRM

參考文獻

Albert, T. C., Goes, P. B., and Gupta, A. “GIST: A Model for Design and Management of Content and Interactivity of Customer-Centric Web Sites,” MIS Quarterly (28:2), June 2004, pp. 161-182.

Andrew, H. G., Arvind, M., and Albert, H. S. “Knowledge Management: An Organizational Capabilities Perspective,” Journal of Management Information Systems (18:1), 2001, pp. 185-214.

Boulding, W., Staelin R., Ehret M., and Johnston W. J. “A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go,” Journal of Marketing (69), October 2005, pp. 155-166.

Davenport, T. H., Harris, J. G., De Long, W. D., and Jacobson A. L. “Data to Knowledge to Results: Building an Analytic Capability,” California Management Review (42:2), 2001, pp. 117-137.

Dowling, G. “Customer Relationship Management: In B2C Markets, Often Less Is More,” California Management Review (44:3), 2002, pp. 87-104.