全面顧客關係管理

Total Customer Relationship Management

許筑菱(Chu-Ling Hsu)

指導教授 ： 蘇俊憲

長榮大學/管理學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6833/CJCU.2007.00116

摘要

以往相關於顧客關係管理（Customer Relationship Management-CRM）領域的研究，通常都偏向某單一方面的探討，如資料探勘（data mining）、一對一行銷（ one-on-one marketing）、或顧客忠誠（customer loyalty）等議題。本研究計畫擬針對顧客關係管理這一主題，提出一項全面性的概念－「全面顧客關係管理」，這個概念基礎，乃基於顧客關係管理並非專屬於組織內務部門，應該屬於是全體組織所有人員的共同責任。本研究將以文獻探討的方法對此主題進行研究，並加入ISO　9001：2000的概念為出發架構，整合所有CRM相關的活動，使其成為具整合性之完整系統---TCRM，以便將所有相關於此一主題之議題做一全面整合。

關鍵字

顧客關係管理(CRM) ； 全面顧客關係管理(TCRM) ； ISO 9001:2000

並列摘要

From reviewing literature pertaining to customer relationship management (CRM), most literature always focused partially issues, such as profitable customers, customer segmentation, information technology, or value creation. A comprehensive viewpoint coming out in this study is going to propose a concept of “total customer relationship management（TCRM）”, which intends to describe that CRM is not a responsibility solely belonging to a department of an organization. In this research, the quality management system model of ISO 9001:2000 is introduced as the framework companying CRM issues from reviewed literature and written documents. Since the integration of the total quality assurance system and CRM issues, CRM becomes a mission covering all members, resource, processes, and endeavor of an organization to form the TCRM conception.

並列關鍵字

Customer Relationship Management (CRM) ； Total Customer Relationship Management (TCRM) ； ISO9001:2000

參考文獻

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