- 學位論文
運用顧客關係管理於電腦門市之研究
The Application of Customer Relationship Management on Computer Retail Sales
摘要
自從電腦發明以來，各行各業不斷導入電腦化，在早期資訊不平衡時代的高利潤，直到網路崛起之後的資訊透明化公開化轉變成薄利多銷，以前購買資訊產品一定需要透過門市演變成在網路上按幾個按鈕貨就寄到你家，甚至還有專人幫你安裝到好。但是不論資訊如何演進不變的還是服務，也因此顧客關係管理(Customer Relationship Management ,CRM)的概念就孕育而生。而門市目前唯一能夠跟網路購物競爭的只剩下服務這塊，畢竟網路購物可以說是不需要服務這塊，以目前的演進來看只有進退貨之機制，而服務上因人力不足且距離長短不一所以無法達成。本研究就是希望能建立一套在電腦門市的顧客關係管理架構，以提高電腦門市之服務機制強化服務品質並提升顧客滿意度，讓傳統門市能夠在一片紅海之中也能找出一片天。 而本研究與專家研討過後再與老師研商設計問卷，問卷方面根據SERVQUAL量表之五項衡量構面包含有形性、信賴性、回應性、保證性、關懷性等四大構面經簡化為服務人員、公司面、制度面、服務面等四項構面，共計28題然後利用紙本與網路方式回收問卷方式，篩選過後可用問卷為423分，回收後進行描述性統計分析，變異數及相關性分析，分析完成後在與之前專家研討出的結果及自己工作上的經驗進行比較，觀察專家與實際消費者之間認知的差異，再以此基準建構出一個通運於絕大多數電腦門市可適用的顧客關係管理架構。本研究成果應可作為後續研究與相關業者的參考。
並列摘要
Since the invention of the computer numerous peripherals have been introduced into computer-aided automation. The high probability existent in the early development stages due to incomplete access to product pricings has ever been evolving into the low profitability due to the emergence and prevalence of internet users and usage causing ever-transparency of market competition and product pricings. Visiting a retail store for the procurement of an info-relevant product has been replaced by clicking few times on the internet shopping platform and even an express delivery and installation can be available for at your home immediately. No matter whatsoever the information can involve, what takes the helm shall still be the end-user services.The customer relationship management (Customer Relationship Management, CRM) has thus emerged since then. That is what the only partition that the retailing marketing can compete with the internet shopping and marketing. The internet shopping can be exempt of the customer services. What have developed so far can result in the inventory supplement and refund mechanism for the internet marketing but still can’t be fully automated due to each specific services involved with shopping cases and the geographical distances of the end-users. This research is thus created for establishing Customer Relationship Management Structure that can be applied in in the retailing system for enhancing the service mechanism and service quality and customer satisfaction level for the computer retailing industry and offering another innovative marketing development potentiality for the traditional retailing systems. The questionnaire for conducting this research didn’t activate until a thorough discussion has been made with experts and professionals and a full evaluation with the directing professor. The questionnaire contents for this research are based on the five major categories of the SERVQUUAL, including the intangibility, reliability, responsiveness, guarantee, assurance and empathy that have been further simplified into the Service Staffs, Corporation, System, Service Provisions, resulting 28 questions in total and such a questionnaire has been implemented by the both physical written-version and internet version respectively with 423 effective duplicates responded in total.There then have been conducted statistical and descriptive analysis on the collected questionnaires and also the variance and relevancy analysis. There the further implemented a comparison between analyzed and statistical results and the researchers’ own working experiences for sorting out the recognition gaps between the marketing expertise and professionals’ premarketing evaluation and estimation and the practical consumers’ recognition. The comparisons between those two aforesaid can then be applied in a creating a Customer Relationship MGMT Structure that shall be feasible and practically useful for most computer retailing stores. Hopefully, the research conclusions and results derived from herein can be valuable reference for the researchers in the future.