探討企業建立網際網路對顧客關係 影響之研究－以服務業為例

The Impact of E-Business Development on Customer Relationship: A Study of Service Industry

劉晏尚(Yeng-Sheng Liu)

指導教授 ： 李正文

中原大學/商學院/國際貿易研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500570

摘要

在面對目前新經濟時代的營業環境，許多的企業已迅速轉變以顧客導向為目的。在此首創精神的主要觀點就是顧客關係管理系統的應用。因此這些企業正在建立其資訊科技設備，以期能夠在贏得新顧客之外，還能保留已存顧客，並將其價值極大化。近年來主要的觀點認為，當顧客利用網際網路展開探索，其能更快且更容易地比較價錢，同時得到更多商品的資訊，則顧客忠誠度與口碑在短時間內便會上升。資訊有效的管理在顧客關係中扮演重要的角色。對於在產品的訂作、服務的創新、提供統一的顧客觀點、計算顧客終身價值、建立整合的多元通路等等許多方面，資訊是極為重要的。顧客關係管理不只是能得到較多的顧客資訊及提供更新的服務，其同時也使交易個人化，由於資訊及通訊科技所帶來的利益，使得企業與顧客間關係的承諾、顧客價值分析與對大眾的客製化服務，在現今已是可以實現的。

本研究利用問卷方式，以台灣北部、中部、南部地區之都會區，以有使用過網際網路經驗之消費者為調查對象，以LISREL為主要研究方法來分析網際網路特性對顧客滿意度、信任、承諾、顧客忠誠度、口碑傳播行為之間的關係。

本研究結果發現：(1) 網際網路特性對顧客滿意度有正向的影響關係；(2)
網際網路特性對顧客信任有正向的影響關係；(3) 顧客信任對滿意度有正向的影響關係；(5) 顧客信任對承諾有正向的影響關係；(6) 顧客承諾對忠誠度有正向的影響關係；(7) 顧客滿意度對承諾有正向的影響關係；(8) 顧客滿意度對忠誠度有正向的影響關係；(9) 顧客忠誠度對口碑傳播有正向的影響關係。

關鍵字

網際網路特性 ； 忠誠度 ； 信任 ； 口碑 ； 滿意度 ； 關係行銷 ； 承諾

並列摘要

In facing the business environment of new economical period, many organizations are already changing their business processes and building technology solutions that enable them to acquire new customers, retain existing ones, and maximize their lifetime value. As recently the prevailing view was that when customers could use the Internet to expand their search for alternatives, they can get more about the information of products and easily compare prices, that the customers’ loyalty and word-of-mouth would be increasingly transient. Managing information efficiently is the important key in customer relationship. Information is important for firms to design products to their customers’ specific requirements, to innovate their service, provide the combined point of views, calculate the customers’life time value, and integrate all kinds of channels. The advantages that the firms use Internet are: (1) much better at managing customer relationships than their rivals, (2) provide adequate resources to support their CRM initiatives, and (3) serve markets where customers perceive significant differences among competing choice alternatives.
The article used the questionnaires to survey the customers who have the experience to use the Internet in north region, middle region, and south region in Taiwan, and used LISREL to analyze the relationships among the characteristics of the Internet, trust, commitment, satisfaction, loyalty, and word-of-mouth.
The key finds are: (1) the characteristics of the Internet have positive effects on trust and satisfaction; (2) satisfaction has positive effects on commitment, loyalty, and word-of-mouth; (3) trust has positive effects on satisfaction, commitment, and loyalty; (4) commitment has a positive effect on loyalty; (5) loyalty has a positive effect on word-of-mouth.

並列關鍵字

Internet ； Loyalty ； Relationship marketing ； and Word-of-Mouth. ； Commitment ； Trust ； Satisfaction

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