運用類神經網路建構最佳留任模式之研究-以直效行銷之電話行銷為例

A study of using Artificial Neural Network to establish the retention model in multiple-the case of the telemarketing of the Direct Marketing .

陳玫華(Mei-Hua Chen)

指導教授 ： 余鑑 ； 于俊傑

國立臺灣師範大學/科技學院/科技應用與人力資源發展學系人力資源碩士在職進修專班/碩士(2010年)

摘要

在現今變遷快速和競爭激烈的全球化商務環境中，企業體面臨全新的競爭與挑戰，每個企業無不希望能成功聘用優秀且適當的員工以提升公司整體的營運價值。在人力資源管理的「選、育、用、留」領域中，「選才」(招募)是一切人力資源管理的開始，如何透過正確的招募管道及有效甄選工具，以協助評估與發展人力資源，在人力資源管理議題中一直是相當被重視的一環。簡士評（2002）曾提到：招募是有效的人力資源管理相當重要的一部份，因為招募可以幫企業獲取到最重要的人力資本。管理者都知道，組織一旦錯誤分配人力資源，往往會花上沈重的成本，故人力資源管理的第一步就是「為公司找到適合的人」。
「留任」是另一個企業所關心的議題，離職與留任是一體兩面，但對企業而言，探討留任比離職較實務。每一企業都有它獨特的企業文化、經營理念、管理制度等…，故會影響員工留任之因素自然有所不同，總之，了解影響員工留任的關鍵要素，乃是留住優秀人才的不二法門。
本研究期待能為個案公司解決人事問題，故本研究目的為挑選影響留任之因素並尋找出最佳數值點，以有效預測留任；經研究結果可知，對個案公司而言，對留任有影響性及重要性的變數有雇用別、年齡、證照狀況、行為、情感、認知等六因素，而最佳數值點為0.797值。

關鍵字

留任 ； 態度 ； 電話行銷 ； 直效行銷 ； 類神經網路

並列摘要

In the globalize commerce environment that change fast and compete intensively, the enterprise is facing the brand new competition and challenging. The employers hope they can hire the excellent and suitable staff to promote the whole business value of the company. There are four territories in the human resource management, which are “Select, educate, hire, and hold”. Recruitment is the beginning of all the human resource management. How to create the right ways and the effective selecting tools to recruit is always emphasized in the topic of human resource management. Because it helps to assess and to develop the human resources. Chien Shih-Ping (2002) once commented that recruitment is the most important part in the effective human resource management for it helps the enterprise to gain the most important human capital. All the employers know that it would cost a lot once the organization distributed the human resource wrongly. The first step of human resource management is to “find the right men for the company”.
“Retain”is another topic that the enterprises care about.It would be more practical to talk about “Retain” than talk about “Leave” to the enterprises. Every business is holding the unique enterprise culture, managing ideas, and employment system. Therefore, the factors that affect the staff’s retain are different from companies to companies. Whatsoever, to understand the key reasons of why the staff would stay is the only method to have the excellent employees stay.
This research is expected to help the cased company to solve the human resource problem . The purpose of doing this research is to select the elements why the staff are staying and seek for the best value point to predict the staying effectively. After the results, the influential and the important factors of the employee’s staying in the cased company are the types of employee hiring, the ages, the condition of certifying, the behaviors, and the cognition. And the best value point is 0.797.

並列關鍵字

retention ； attitudes ； direct marketing ； telemarketing ； artificial neural network

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