百貨公司導入CRM對顧客滿意度及忠誠度之影響

THE EFFECTS OF INTRODUCING CUSTOMER RELATIONSHIP MANAGEMENT TO DEPARTMENT STORE ON CUSTOMER SATISFACTION AND LOYALTY

徐秀君(Hsiu-Chun Hsu)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

CRM最主要的目的就是希望能掌握顧客需求變動與提升顧客滿意度以達成與顧客保持長久關係，進而提升顧客忠誠度，創造新商機。本研究利用結構方程式來進行分析，研究中發現知識管理對滿意度有重要影響，及顧客滿意度對顧客忠誠度有顯著中介效果。本研究的主要發現為：
1. 整體而言，本研究整體理論模式符合可接受的適合度檢定水準，模式中顧客關係管理、顧客滿意度、顧客忠誠度之間確實存在顯著影響關係。
2. 百貨公司之顧客關係管理之顧客知識管理對顧客滿意度有正面影響。
3. 百貨公司顧客滿意度之提升，可建立忠誠顧客，強化雙方未來互動。

關鍵字

顧客關係管理 ； 顧客滿意度 ； 顧客忠誠度 ； 線性結構關係模式

並列摘要

To implement the Customer Relationship Management (CRM) is an important topic. The main purpose of enterprises performing CRM is to handle customer demand and increase customer satisfaction in order to maintain the customer relationship, and then raise the customer loyalty to create new businesses. Using structural equation modeling (SEM), the results reveal that managing knowledge has significant effects on customer satisfaction. The mediating effects of customer satisfaction on the relationship between CRM and customer loyalty were investigated. And the results reveal that customer satisfaction positively and significantly mediating the effects of CRM function on customer loyalty.
The major findings of this study are summarized as following:
1. Overall, the global model fit is acceptable. This empirical result supports that the significant relationships exist among the CRM functional programs, customer satisfaction and customer loyalty.
2. The strengthening of department store’s CRM functional programs-customer knowledge management has positive influence on customer satisfaction.
3. The department store customer satisfaction may establish the customer’s loyalty and will strengthen mutual interaction in future

並列關鍵字

Customer Relationship Management ； Customer Satisfaction ； Customer Loyalty ； Structure Equation Modeling (SEM)

參考文獻

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