顧客關係管理成為企業維持競爭優勢的重要方法之一,其主要是透過資訊技術整合行銷、銷售、服務,從多方面取得現有與潛在之顧客資訊,預測及回應顧客需求,進而提供客製化服務。而現代企業在面臨如此激烈的競爭環境,要想獲利,就要能隨時瞭解顧客、掌握顧客需求、提供顧客客製化產品與服務,除了採用企業資源規劃系統等資訊系統以提高生產力與降低成本,更要仰賴顧客關係管理,建立顧客導向之中心思想,強調顧客的終身價值。 台灣網路購物的發展,隨著網際網路使用環境日趨成熟,網際網路的購物消費行為,愈來愈被消費者接受,儼然成為新興的零售通路。企業以電子化方式建立並整合與顧客接觸之管道,透過顧客資料和互動之分析,瞭解顧客之偏好與需求,以建構良好的顧客關係。而網路拍賣業要如何由顧客關係管理之應用,以提供並滿足顧客所需之服務,增加與顧客之間的連結,進而發展出以顧客導向為核心的策略和執行能力,這將成為網路拍賣競爭優勢的來源。 基於鄧盈嘉(2007)從賣方觀點的研究,本研究從買方觀點建立衡量顧客關係績效構面,並提出一套衡量顧客關係管理績效之方法。本研究藉由文獻瞭解網路拍賣業顧客關係管理績效的衡量要素,先以因素分析取得評估要素,將其結果與賣方觀點所得之顧客關係管理績效構面相比較,進而發展整合買賣雙方觀點之網路拍賣業顧客關係管理的衡量構面,擬定顧客導向的網路拍賣業顧客關係管理之策略,發展適當的行動方案。本研究得出如下結論: 本研究以量化方式進行研究,利用因素分析取得五個構面,研究發現買家年齡集中於21-30歲,且以大專、大學群體為多數。並發現顧客導向、滿意度、服務人員態度、產品與資訊、便利性對網路拍賣業績效評估有顯著影響,因此,本研究提出可行的管理方案,供網路拍賣業者作為提昇績效的方式,與提供後續研究者建議。
CRM for a number of businesses, is a critical approach to sustain competitive advantage. The modern enterprise is facing the so keen competition environment, must want to make a profit, must be able to understand the customer, grasps the customer demand, provides the guest to make the product and the service, establishes the customer to guide the idea, emphasizes customer's lifelong value. Recent years our country network shopping market disclosed, the Internet expense behavior, increasingly by consumer acceptance, becomes the emerging retail sales circuit. How but of the network auction industry has to penetrate the customer to relate application of the management, provides and satisfies the customer to have to serve, linking between the increase and customer's, also becomes one of important topics. Based on Ying-Chia Teng (2,007) from the seller viewpoint research, this research will weigh the customer by the buyer viewpoint establishment to relate the achievements construction surface, and proposed will weigh the customer to relate method of the management achievements. This research affiliation by the literature understood the network auction industry CRM achievements the weight essential factor, obtains the appraisal construction surface by the factor analysis, compares its result and the seller viewpoint construction appearance, then network of auction industry customer the development conformity business both sides viewpoint relates the management the weight construction surface, draws up the network auction industry customer which the customer guides to relate the management strategy, develops the suitable course of action. This research is a quantity research. This study acquired five critical dimensions by factor analysis, discovery buyer age level concentrates to 21 years old to 30 years old, also by the technical college, the university community is in the majority. Discovered the browsing network pats hours, the customer guides, the service personnel manner, the convenience to the network auction industry achievements appraised all has reveals the influence. Finally, this research proposed the feasible management plan, for the network auction industry took the promotion achievements the strategy, and provides the following researcher to suggest.