基於企業策略與整體分析的顧客關係管理模式

THE CUSTOMER RELATIONSHIP MANAGEMENT MODEL BASED ON CORPORATE STRATEGY AND HOLISTIC APPROACH

曾進歷(Chin Li Tseng) ； 陳建男(Chien-Nan Chen)

《技術學刊》 36卷3期 (2021/09) Pp. 149-160

摘要

本文旨在提出策略顧客關係管理模式，從企業總體策略、顧客關係管理與經營模式發展史等相關文獻導出。模式有五種管理組件，彼此獨立但相互為用，能有效回應利害關係人需求。本模式簡潔精確，較諸以往更關注平衡組織內外因素，更利企業及時對準利害關係人需求，完成價值配置與重新分配資源，以提升利害關係人滿意與忠誠並從中獲益。因此，本模式可用為企業整體顧客關係管理發展的藍圖，尤其是知識型企業、電信與金融業。

關鍵字

顧客關係管理 ； 策略 ； 整體分析 ； 經營模式 ； 本體論

並列摘要

This paper proposes a holistic model on customer relationship management which is derived from a literature review related to corporate strategies, customer relationship management, and business model development histories. The model proposed is suggested as a strategic customer relationship management with five components, each of which performs its own role and in return serves to enhance the role of each other. This can effectively respond to the needs of stakeholders in a timely manner. The model presented focuses on balancing both internal and external organizational factors compared to the similar existing models by other scholars. This proposed model is believed to be better for enterprises to benefit from aligning the requirements of the stakeholders, to complete value configuration and reallocate resources, improve stakeholder satisfaction and loyalty. Therefore, this model can be used as a blueprint to implement a strategic customer relationship management system especially for knowledge-based enterprises, telecommunications, and financial industries.

並列關鍵字

CRM ； corporate strategy ； holistic approach ； business model ； ontology

參考文獻

Ang, L.,Buttle, F.(2006).Customer Retention Management Processes: Quantitative Study.European Journal of Marketing.40(1-2),83-99.

Magro, D.,Goy, A.(2012).A Core Reference Ontology for the Customer Relationship Domain.Applied Ontology.7(1),1-48.

Tseng, C. L.(2010).3As Strategic Factors Indices of Loyalty-Based CRM: Alignment, Affection, and Adjustment.Proceedings of the 3rd International Conference on Information Sciences and Interaction Science, Chengdu, China.(Proceedings of the 3rd International Conference on Information Sciences and Interaction Science, Chengdu, China).:

Hadi, W.(2015).The Relationship Between CRM Strategies Stage on Competitive Advantage: An Analytical Perspective.International Journal of Business and Management.10(8),245-251.

Jarrah, M. A. A.,Alomari, G. I.,Alhawari, S. F.,Serhan, M. A.(2020).Building a Conceptual Model for E-CRM Implementation Strategy.International Journal of Academic Research in Business and Social Sciences.10(1),180-195.