顧客關係管理與資源基礎對服務品質、顧客滿意度 及顧客忠誠度影響之研究-以人力銀行為例

The Effects of Customer Relationship Management and resourse Base On Service Quality，Customer Satisfaction and Customer Loyalty – A Case Study of The Human Resource Agency

簡麗玉(li-yu Chien)

指導教授 ： 洪英正 ； 張雍昇

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00088

摘要

論文名稱：顧客關係管理與資源基礎對服務品質、顧客滿意度
及顧客忠誠度影響之研究-以人力銀行為例 頁數：105
校系所組別：淡江大學企業管理學系碩士在職專班
畢業時間及提要別：100 學年度第 2 學期碩士學位論文提要
研究生：簡麗玉 指導教授：洪英正 博士
張雍昇 博士
論文提要內容：
工商業迅速蓬勃發展，企業組織人力需求急遽，而求職者則盼多獲得企業招募訊息，因此，人力銀行乃成為介乎其中的徵才中間平台。對人力銀行業者而言，如何建立良好的顧客滿意度與忠誠度是經營要務，Kandell (2000)認為顧客關係管理能保有客戶並提高客戶滿意度，Barney（1991）則認為資源基礎是企業是否具有持續性競爭優勢的關鍵，Pasternak (1993)則強調應持續改善服務品質。本研究探討人力銀行之顧客關係管理與資源基礎對企業顧客之服務品質、顧客滿意度及顧客忠誠度之影響。

本次研究對象為企業用人主管及企業主，採便利性抽樣方式進行網路問卷，共回收有效問卷231份，有效回收率為100%，研究結果發現：

一、人力銀行之資源基礎、顧客關係管理對其企業顧客之服務品質認知有顯著且正向的影響
二、人力銀行之資源基礎、顧客關係管理對其企業顧客之顧客滿意度有顯著且正向的影響
三、人力銀行之資源基礎、顧客關係管理對其企業顧客之顧客忠誠度有顯著且正向的影響
四、在人力銀行之資源基礎、顧客關係管理對其企業顧客，顧客滿意度之影響上服務品質具有顯著中介效果
五、在人力銀行之資源基礎、顧客關係管理對其企業顧客，顧客忠誠度之影響上服務品質具有顯著中介效果

本研究除了提供學術的理論驗證外，仍提出實務上的建議，人力銀行除了應運用其企業資源，創造獨特優勢並掌握企業競爭力外，更應提供良好的服務品質，滿足使用者之需求進而提昇顧客滿意度及顧客忠誠度。

關鍵詞： 顧客關係管理、資源基礎、服務品質、顧客滿意度、顧客忠誠度

關鍵字

顧客關係管理 ； 資源基礎 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Title of Thesis：
The Effects of Customer Relationship Management and Resource Base on Service Quality, Customer Satisfaction, and Customer Loyalty – A Case Study of The Human Resource Agency Total pages:105
Key word: Customer Relationship Management (CRM), Resource Base, Service Quality, Customer Satisfaction, Customer Loyalty
Name of Institute: Executive Master’s Program of Business Administration (EMBA) in General Management
Graduate date: June, 2012 Degree conferred : Master
Name of student: Chien , li-yu Advisor: Hung Ying-Cheng Ph.D.
Chang , Yong-Sheng Ph.D.
簡麗玉 洪英正　博士
張雍昇　博士
Abstract:
Because of rapid vigorous development in industry and commerce, the demand of manpower for enterprise organization dramatically increased. In the meantime, on the other hand, the job seekers are looking forward to more corporate recruitment messages. These lead to the human resource agency becoming a recruitment platform between them. How to establish good customer satisfaction and customer loyalty turns into a business priority of the human resource agency. Kandell (2000) claimed that the customer relationship management can retain customers and increase customer satisfaction. Barney (1991) believed that the resource base is the key whether a company can hold a sustainable competitive advantage. Pasternak (1993) stressed the importance of continuous improvement in service quality.

This study explores the effects of both customer relationship management and resource base of the human resource agency on corporate customers’ service quality, customer satisfaction, and customer loyalty. The study subjects are human resource directors or business owners. It adopts the convenience sampling method and collecting 231 valid online questionnaires. The valid ratio is 100%. After the statistical analysis, the main research findings are as follows:

1. Both customer relationship management and resource base of the human resource agency have significant positive effects on corporate customers’ awareness of service quality.
2. Both customer relationship management and resource base of the human resource agency have significant positive effects on corporate customers’ satisfaction.
3. Both customer relationship management and resource base of the human resource agency have significant positive effects on corporate customers’ loyalty.
4. Regarding the effects of both customer relationship management and resource base of the human resource agency on corporate customers, service quality has a significant mediating effect on customer satisfaction.
5. Regarding the effects of both customer relationship management and resource base of the human resource agency on corporate customers, service quality has a significant mediating effect on customer loyalty.

This study not only provides theoretical validations, also offers the practical suggestions. The human resource agency should use its enterprise resources to create the unique advantages and master the enterprise competitiveness, it also should provide good service quality to meet users' needs and then further improve customer satisfaction and customer loyalty.

並列關鍵字

Customer Relationship Management (CRM) ； Resource Base ； Service Quality ； Customer Satisfaction ； Customer Loyalty

參考文獻

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