違約補救措施與顧客關係管理之探討─以自來水公司水費遲延繳付費為例

Remedial measures and customer relationship management -A case study: delayed payment in Taiwan Water Corporation

葉雲亮(Yun-Liang Yeh)

指導教授 ： 郭 文 忠 博士、 徐

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

摘 要
在消費意識抬頭及消費者保護法的時代，目前企業的經營已由賣方市場轉向買方市場，以顧客為導向的經營理念，讓消費者在交易市場上握有絕對的優勢。在顧客關係管理為企業主要行銷策略的同時，違約懲罰性措施正衝擊企業與顧客間的關係。
回顧國內對於企業顧客關係管理之相關研究，大部份以顧客關係管理正向作為研究，較少論及企業顧客關係管理負向作為對其衝擊與影響。本研究以台灣省自來水公司遲延繳付費為例，探討如何以顧客關係管理活動，弱化公司與用戶間關係的矛盾與惡化，參考有關顧客關係管理及服務失誤相關文獻，並以桃園縣自來水用戶為樣本，以問卷調查法為主，訪談相關及其他事業單位作法為輔，找出有效之作為，化解顧客關係緊張，以降低對顧客滿意度的影響。

關鍵字

違約補救措施、違約金 ； 顧客關係管理、服務失誤 ； 消費者 ； 自來水 ； 懲罰性 ； 企業主 ； 滿意度 ； 服務補救、顧客滿意度

並列摘要

Abstract
In the age of Consumer realizing and protection, seller’s market has turn to buyer’s market in business management. Customer-Oriented makes customers hold an absolutely advantageous position in business market. However, when customer relationship management is the main marketing strategy in business, delayed payment measures strike against the relationship between customers and business.
Review related researches of customer relationship management in domestic academic study. Most of them focus on positive customer relationship management and less than on negative collisions and effect on customer relationship management. This investigating on a case study in Taiwan Water Corporation explores how decreased contradictions and worsens between business and customers in customer relationship management, and consults related documents about customer relationship and service failure. Furthermore, the study data is a sample from customers of Taiwan Water Corporation in Tao Yuan County. The main sample method is quiz questions and assists with visiting customers. Try to find out the capable schemes to reconcile the tense of customer relationship, in order to decrease the effect of customer satisfaction index.

並列關鍵字

Remedial measures, penalty ； customer relationship, service failure ； marketing ； taiwan ； data ； service recovery, customer satisfaction index

參考文獻

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