整合RFID與知識庫來建構客戶服務系統之研究 —以餐飲業電子菜單為例

A Study on Constructing Customer Service System by Integrating RFID and Knowledge Databse – The electronic menu of Food and Beverage Industry as a Reference

印文正(Wen-Cheng Yin)

指導教授 ： 張舜德

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

以資訊技術為基礎之客戶關係管理系統(CRM)與射頻識別(RFID)技術之應用，皆被認為是提昇企業競爭力的利器，尤其如能將2者結合在一起，則更可發揮相輔相成之效果，此乃本研究之動機。

經文獻探討後，彙整出CRM資訊系統須具備協同面、分析面、作業面3個構面，本研究以餐飲業為例，根據各構面之理論，進而發展出創新RFID菜單與PDA點菜系統作為協同面設計之重點，使用資料探勘技術建立客戶知識庫，作為分析面之重點。最後運用系統發展生命週期步驟(SDLC)，經過系統分析建立流程模型、邏輯模型與資料模型，並透過系統設計與實作完成本系統。

本研究成功將RFID整合進CRM系統內，發覺使用RFID確實帶來許多便利性與有效率，而資料探勘技術之使用，更可發現隱藏在資料背後的顧客知識。相信本研究除可作為學術研究之參考外，並可將此模式運用至各產業，以幫助各業界發展更好的客戶服務系統。

關鍵字

客戶關係管理 ； 射頻識別 ； 資料探勘 ； 菜單 ； 知識管理

並列摘要

Now a days, the application for the Customer Relationship Management(CRM) and Radio Frequency Identification (RFID) technology by taking the information technology as base had been considered as the tools to increase the competitiveness for the enterprises, especially if both can be combined together, thus to result better performances, that’s where the motivation of this research derived from.

After referring to previous documents and discussions, the CRM information consists of three components: Collaborative CRM, Analytical CRM and Operational CRM.This research takes the Food and Beverages Industries as an example, according to the concepts of all the components and thus to develop an innovative RFID Menu and PDA Food ordering systems as the main point in the Collaborative CRM design, and also by data mining technology to build up Customer Knowledge Bank as the importance of the Analytical CRM. Finally, using the System Development Life Cycle (SDLC) system to analyze and establish the process flow model, system logical model and data process model which eventually will go through the system design and actual implementation stage, thus completing the whole system.

This study successfully integrates RFID with CRM system and proves that using RFID truly brings many conveniences and improves performance. Furthermore, using data mining technology can detect hidden information behind the data collected from customer knowledge. After going through the SSCI search, there is no research literature that relates to this field and besides, not only this research can be used as future reference for academic study, but can also be a useful model application for different industries and help the different industries develop better customer service system.

並列關鍵字

CRM ； RFID ； Data Mining ； Menu ； Knowledge Management

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