透過顧客關係管理實務提供知識服務以建立顧客忠誠度之作法

Using Customer Relationship Management Practice to Provide Knowledge Service and Build Customer Loyalty

邾亦文(I-Wen Chu)

指導教授 ： 朱詣尹

國立清華大學/工學院/工業工程與工程管理學系/碩士(2006年)

摘要

本研究企圖了解技術密集產業影響顧客忠誠度的關鍵因素，並且著重透過顧客關係管理實務提供知識服務以建立顧客忠誠度之作法。多年來台灣產業不斷由勞力密集向知識密集轉型，在與顧客互動的過程中，更著重其中知識服務的傳遞，因此本研究針對半導體產業與企業軟體產業作探討，企圖了解具有難取代之專業技術及知識服務的產業，在維護顧客忠誠度上有何特別之作法。

諸多文獻顯示，在有效的顧客關係管理運作下，可以提高顧客滿意度；而滿意度和忠誠度具有正向關係，因此也可以提高忠誠度；忠誠度受滿意度影響除了典型的正向關係之外，有時也會呈現非典型的反向關係，這個現象是因為有其它因素影響忠誠度，例如顧客對產品及服務提供者之轉換障礙。本研究發現相較於半導體產業，企業軟體產業之轉換障礙對忠誠度的影響更為重要。

關鍵字

顧客忠誠度 ； 顧客關係管理 ； 知識服務 ； 顧客滿意 ； 轉換障礙

並列摘要

Customers are the most important source of profits. Today, the customer demand is
varied, and to gain customer loyalty is one of the important objectives for most companies. This paper investigates the key influence factors on customer loyalty, specific focus is how to use customer relationship management to provide knowledge service and to build customer loyalty. For the past several years, the structure of industry in Taiwan has shifted from labor intensive to knowledge intensive. Therefore, this paper selected the semiconductor industry and business software industry to analyze the ways of building loyalty in the industries that professional knowledge and services are differentiated and hardly can be substituted.

Many literatures show that the customer relationship management can advance the customer satisfaction; furthermore the customer satisfaction can advance the customer loyalty. Nevertheless, besides the positive correlation, there is also negative correlation between customer satisfaction and customer loyalty, because of other influence factors, such as switching barriers for the customer. After a series of case studies and interview with the semiconductor and business software industry practician. Based on the case analysis of the two industries, this paper proposes a structured model for the technology intension firms to use a core knowledge service practice embedded in the customer loyalty. This paper found that the switching barrier is more important in the business software industry compared with semiconductor industry.

並列關鍵字

Customer Loyalty ； Customer Relationship Management ； Knowledge Service ； Customer Satisfaction ； Switching Barriers

參考文獻

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