顧客關係管理與忠誠度：資訊應用、品牌形象與接觸成效之議題研究

Customer Relationship Management and Loyalty：Issues of IT Application, Brand Image and Access Effectiveness

蘇倖達

指導教授 ： 陳家祥

元智大學/管理學院/企業管理學系/碩士(2005年)

摘要

在競爭日益激烈的時代，顧客每天要面對眾多品牌與通路接觸的選擇，因此，企業要如何強化顧客關係管理吸引高貢獻度的顧客，進而提昇顧客忠誠度，已成為企業最關注的焦點之一。資訊科技應用是做好顧客關係管理之關鍵要素，透過資訊科技為輔的顧客關係管理措施，藉此收集相關顧客資料並進行分析，如此才能有效做好顧客關係管理。當企業有效執行顧客關係管理時，除了能夠增加新顧客、防止原有顧客流失，更能提昇顧客忠誠度。而企業往往透過各種行銷手法，希望能夠在消費者心中建立起良好的品牌形象來提高其顧客忠誠度。企業與顧客的接觸、互動也是提高顧客忠誠度的利器，因此可藉由提供高溝通品質和多樣性通路的方式與目標顧客接觸，提高顧客的興趣和回覆率，幫助企業強化與顧客間的關係，以提升顧客忠誠。本研究中整合過去有許多關於資訊科技應用對顧客關係管理之影響、顧客關係管理對忠誠度之影響、品牌形象對忠誠度之影響的研究，並將研究重心著重在探討「品牌形象、接觸成效」對於忠誠度是否具有中介效果；主要是為了解顧客關係管理如何藉由品牌形象、接觸成效提升顧客忠誠度。
本研究採取問卷調查的方式作一實證研究，透過文獻收集、專家訪談來完成本問卷，接著進行前測，修改後完成正式問卷。而本研究之研究對象為一般性之消費者，主要針對有使用電信產業產品或服務之顧客。問卷回收有效問卷共386份，有效回收率為80.4﹪。本研究使用SPSS10.0統計軟體來作因素分析與信度分析，經過萃取後本研究總共有8個因素構面並進行模型修正，接著進行相關分析，最後透過迴歸分析檢驗11個迴歸模型所對應的每個研究假設是否成立。本研究結果顯示：資訊科技對顧客關係管理具有顯著正向影響，企業可透過有用、易用的資訊科技可以技獲取許多有用的資訊，提供顧客多功能，容易操作或學習的資訊技術，加強顧客關係管理在於顧客服務與客製化、忠誠度計畫與交叉銷售的實施成效，再透過資訊科技與顧客關係管理整合，使得所有與顧客關係管理相關的資料更能被完整的加以收集、累積、分析以及應用。顧客關係管理對品牌形象、接觸成效、忠誠度具有顯著正向影響，透過良好的顧客關係管理實施、品牌形象建立與高品質的接觸，都有助於顧客忠誠度的提升。品牌形象、接觸成效對顧客關係管理與忠誠度間具有部份中介效果，結果顯示品牌形象、接觸成效對顧客關係管理與忠誠度間具有部份中介效果，雖然品牌形象、接觸成效沒有強烈的中介效果，但是這表示顧客關係管理、品牌形象、接觸成效對於顧客忠誠度同時具有直接與間接的提升效果，所以三者對於忠誠度都非常的重要。本研究建議企業應提供顧客有用且易用之資訊科技應用，再透過資訊科技建置顧客關係管理系統及相關措施，並配合品牌形象推廣以及最佳接觸方式之建立，獲取更高之顧客忠誠度。

關鍵字

顧客關係管理 ； 忠誠度 ； 資訊應用 ； 品牌形象 ； 接觸成效

並列摘要

In this fierce competitive business environment, customers face a lot of options of brands and access channels, thus how enterprises enhance customer relationship management to attract high-contribution customers and then raise their customer loyalty has become the focus to businesses. Information technology (IT) is the key successful factor to implement CRM well. CRM can be seen as IT-based solution using collecting and analyzing customers’ data to practice. Companies who implements CRM effectively not only can increase new customers, avoid customers losing, but also can enhance their customer loyalty. Furthermore, enterprises want to build excellent brand image to raise customer loyalty by a lot of marketing promotions. Enterprises contact and interact with customers can be seen sharp weapons of raising customer loyalty. We can contact with our target customers by offering high communicative quality and diversity channels. By this way, enterprises can raise the interesting and retaining of their customers, and then will enhance the relationship between companies and customers to raise customer loyalty.
Our study integrated a number of literatures about the influence of IT to CRM, the impact of CRM to loyalty and the effect of brand image to loyalty. And we focus to find does “brand image and access” mediate the relationship of CRM and loyalty. Aim to find how CRM can raise customer loyalty through brand image and access. We proceed an empirical study by questionnaire survey which be established by literature collecting and exports interviewing. Our research target was general consumers that use the products or services of telecommunications. The effective responses were 386 and the effective response rate was 80.4 percent. This study takes factor analysis and reliability analysis by SPSS10.0, and than we select 8 factor constructs to do model modification, finally we developed 11 regression models to examine our hypothesis.
The result of this study, It shows that IT has a positive impact on CRM. By using the IT usefulness and easy of IT use, businesses can obtain useful information to offer the multi-function and easy learning IT for customers. By this way, companies can reinforce the implement effectiveness of customer services, customization, loyalty program and cross selling techniques on CRM. Moreover, the integrating of IT and CRM makes the relative data collection, analysis and implementation more feasible. Also we find CRM practices have positive impact on brand image, access, and loyalty. The better CRM effectiveness, sounded brand image building and higher quality contacts are, the better the customer loyalty is. In our study, we find brand image and access partially mediated the relationships between CRM and customer loyalty. Despite there has no significant mediate effects, it represents CRM, brand image and access have direct and indirect influences on customer loyalty, all were very important. Our research suggests that enterprises should offer customers usefulness technologies; use IT to establish CRM systems and practices, and match up the promotions of brand image; develop the best way of contact and to gain higher customer loyalty.

並列關鍵字

Customer Relationship Management ； Loyalty ； IT Application ； Brand Image ； Access Effectiveness

參考文獻

1. John G. Freeland (2003)，CRM 關鍵32堂課

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13. Albert Caruana (2000) , “Service loyalty The effects of service quality and the mediating role of customer satisfaction”, European Journal of Marketing, Vol. 36 No. 7/8, 2002, pp. 811-828.