顧客關係管理導入人格特質與資料探勘之研究

The Research of Personality Traits and Data Mining into Customer Relationship Management

番承懷(Cheng-Huai Fan)

指導教授 ： 楊明玉

淡江大學/管理學院/資訊管理學系碩士班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00321

摘要

顧客關係管理是一種經營管理的概念，要求企業將焦點放在企業營運中最重要的核心「顧客」之上，試著與顧客之間建立一種學習關係，從顧客對企業所提供產品與服務之表現，來學習如何加強提供更佳的產品與服務品質，進而以顧客為中心，訂定有效的經營管理與營運目標，以建立企業與顧客之間的關係。本研究透過人格特質的概念與資料探勘的技術針對顧客的商業行為進行分析，利用最終所萃取出來的知識，應用到顧客關係管理中，回饋給顧客群，提供顧客快速且高質感的服務，使顧客對於企業的忠誠度可以提高，提升企業的競爭優勢，達到企業永續經營的目標。故本研究之目的為：
一、 針對顧客的人格特質及消費行為進行群集分析，界定主要的目標市場，以獲取潛在購買的顧客群。
二、 針對顧客的人格特質及商品購買模式進行關聯分析，找出最佳的產品組合，主動提供符合顧客需求之商品，以增強現有顧客的利潤。
三、 針對顧客的人格特質及消費行為進行分類分析，有效的掌握顧客價值，維持較具獲利性的顧客。

關鍵字

人格特質 ； 資料探勘 ； 顧客關係管理

並列摘要

Customer Relationship Management is a business management concept which requires companies to focus on business operations for establishing a learning relationship between its customers that is specifically focuses on the performance of products and services for the better quality and services. Additionally, it tends to establish an effective business management that helps to accomplish operational goals and able to establish the relationship amongst its customers. On the other hand, the concept of Personality Traits and Data Mining used in this research, as a medium to analyze relationship between customers and the companies. How to study the relationship between companies and its customers, this study used the final extracted knowledge approach to analyze its operation in order to provides fast service and high texture and helps companies to enhance competitive advantage.The aim of this study is to:
1. To identify the market segmentation and personal traits for the customer and consumer behavior among different customer groups.
2. To identify the different types of products in the customer buying patterns.
3. To build customer preference model, the initiative to provide consistent customer needs the goods or services.

並列關鍵字

Personality Traits ； Data Mining ； Customer Relationship Management

參考文獻

[2] 朱瑀馨（2006），運用資料探勘技術於人壽保險業顧客關係管理之研究，淡江大學保險學系保險經營碩士班碩士論文。

[4] 李建儒（2008），數位學習者人格特質、自我導向學習與學習成效之關係研究，淡江大學資訊管理學系碩士論文。

[3] 吳長興（2004），應用資料探勘技術建立顧客關係管理之行銷策略，國立成功大學工程科學研究所碩士論文。

[18] Adrian, B., Ragnar S. & Lutz, K. & Walter, B. (2004). Customer Knowledge Management - Improving Performance of Customer Relationship Management with Knowledge Management. Hawaii International Conference on System Sciences, 37, 1-10.

[19] Allport, G. W. (1937), Personality: A Psychological Interpretation. New York: Holt.