二十一世紀隨著產業環境競爭的國際化、開放化與競爭化,速度已不再是唯一的關鍵因素,各界企業努力的方向是追求全方面的顧客滿意度,全方面滿足顧客的需求,因此,強調服務品質與顧客滿意度的經營理念,已成為業者追求的首要目標,加上企業要如何有效地掌握市場、產品、及顧客,以訂立出最適切利於企業之策略,以減少資源浪費並增加營業績效,進而提昇企業之競爭力等,已是企業經營上重要的課題。 本研究的主要目的可以簡述為下列二項:一、探討國中小學總務採購單位對於五金日常用品產業所提供之顧客關係管理活動與顧客滿意度、服務品質間之關係。二、探討國中小學總務採購單位對於五金日常用品產業之顧客滿意度、服務品質、與顧客忠誠度之關係。 由研究結果可知,顧客關係管理與顧客滿意度、服務品質與顧客忠誠度因素間之相關關係已達顯著水準且呈正向相關。顯示實行CRM功能方案會正面影響到服務品質與顧客滿意度,顧客對於實行CRM功能方案所提供服務品質與所產生的滿意度會正向影響顧客忠誠度,顧客對於實行CRM功能方案會正向影響顧客忠誠度。
As the twenty-first century industry to compete on the international, open and competitive, speed is no longer the only key factor, the direction of the efforts of various enterprises is the pursuit of all aspects of customer satisfaction, all aspects to meet customer demand, therefore, emphasis on service quality and customer satisfaction of business philosophy, has become the primary target, how to add companies to effectively market, Products and customers, to make the most suitable for business strategy, reduce the waste of resources and to increase business performance, to enhance the competitiveness of enterprises, is an important business issue. The main purpose of this study can be summarized by the following two: First, primary and secondary schools to explore the procurement unit of the General supplies for the metal industry to provide day-to-day customer relationship management activities and customer satisfaction, the relationship between quality of service. Second, primary and secondary schools to explore the procurement unit of the General day-to-day supplies for the metal industry, customer satisfaction, service quality, and the relationship between customer loyalty. By the study results, customer Relationship Management and Customer Satisfaction, service quality and customer loyalty the correlation between the standard and has a significant positive correlation. CRM functional show that the implementation of the program will affect the service quality and customer satisfaction, customers regarding the implementation of CRM functional program the provision of service quality and satisfaction generated will affect the customer loyalty, customers regarding the implementation of CRM will affect customer loyalty.