隨著教育水準提升,人們的消費能力及消費者保護意識亦隨之提高,改變了企業以往絕對高姿態的觀念,服務與顧客的重要性藉此被廣為探討與重視。本研究主要目的為探討服務品質與顧客關係管理對組織績效之影響程度,並以服務品質作為干擾變數,檢視顧客關係管理與服務品質交互作用後,對組織績效之提升幅度更大。 本研究以奇特機械五金股份有限公司之主管、員工及交易十年以上之顧客作為研究對象。採用問卷調查之方式,以實地及郵寄發放與回收問卷,共計發放300份問卷,有效問卷為220份。 研究結果顯示,服務品質與顧客關係管理對組織績效皆有顯著正向影響;而服務品質對顧客關係管理之顧客關係重獲無顯著影響;分析結果更指出服務品質對顧客關係管理影響組織績效具有干擾作用。 希望本研究分析結果,能促使企業更加重視服務品質與顧客關係管理對組織績效的影響力。
The higher level of education people attain, the higher ability of consumption and consumer protection consciousness they will have. The traditional edge of enterprises is therefore changed, and it also forces enterprises to put more attention on the quality of the service they could provide and the effective management of their customers. The purpose of the study is to investigate the effects of service quality and Customer Relationship Management (CRM) on organizational performance in Taiwan. The study, moreover, treated service quality as a moderating variable to investigate the effect of CRM on organizational performance. The results indicated that service quality and CRM have significantly positive effects on organizational performance. However, service quality has no significant effect on win-back in CRM. The results also suggested that service quality moderate the effect of CRM on organizational performance. It is hope that the results of this research could impel enterprises to put more emphases on service quality and the customer relation management to eventually promote their organizational performance.