A Study of Market Orientation, Social Customer Relationship Management and Organizational Performance

市場導向、社群顧客關係管理與經營績效之研究

陳冠臻(Kuan-Chen Chen) ； 金必煌(Bih-Huang Jin) ； 吳金山(Chin-Shan Wu)

《行銷評論》 12卷4期 (2015/12) Pp. 395-429

摘要

隨著網路科技發達與其使用人數與日俱增，社群網路開始盛行，使得企業利用社群媒體做為新的顧客關係管理的工具，傳遞產品資訊與顧客維持良好互動、增加新顧客人數以及提升顧客忠誠度等，但是企業勢必得使用IT資源與雲端平台接觸客戶，其背後代表思維改變與額外成本，因此，本研究探討企業市場導向思維態度對於採納社群顧客關係管理與並進而對經營績效之影響，藉以獲得管理及研究上的意涵，並對業者提出決策的建議。本研究樣本為使用社群媒體進行顧客關係管理之服務業者，有效回收問卷為151份，並以多元廻歸進行資料統計分析。研究結果顯示市場導向對經營績效有正面影響，社群顧客關係管理為市場導向與經營績效之中介變數。市場導向之顧客導向正向影響採用社群媒體獲取顧客；市場導向之競爭導向正向影響採納社群媒體發展顧客；企業運用社群媒體獲取顧客、維持顧客與發展顧客對財務績效是有正向影響；顧客獲取與顧客維持對非財務績效有正向影響。研究結果可作為業者採納社群媒體進行顧客關係管理之參考。

關鍵字

社群顧客關係管理 ； 市場導向 ； 經營績效 ； 社群媒體

並列摘要

Social media holds enormous potential for companies to get closer to customers and increase revenue. Social CRM is emerging as a new paradigm for integrating social networking in traditional CRM systems. However, the social CRM is yet to be fully utilized as a tool to enhance the organizational performance. The research on the market orientation, social customer relationship management process and organizational performance paid insufficient attention. We survey 151 companies which use social media as samples, and explore that they implement three processes of customer relationship management by social media to respond dynamic market, and further impact on their business performance. The result shows that market orientation has a positive effect on business performance. Social customer relationship management processes have mediation effect between market orientation and business performance. In addition, customer orientation of competitor orientation has a positive effect on customer acquisition. Competitor's orientation has a positive effect on customer expansion. On the other hand, customer acquisition and customer retention have a positive impact on non-financial performance. This study also addresses the implications for academics and practitioners.

並列關鍵字

social CRM process ； market orientation ； business performance ； social media

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