機械製造業的顧客終身價值與顧客權益-以越南為例

Customer Lifetime Value and Customer Equity of the Machine Tool Industry in Vietnam

阮進山(NGUYEN TIEN SON)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/企業管理系經營管理碩士班/碩士(2017年)

摘要

無論是當今還是未來的社會，預測客戶權益可以幫助經營者們採取更多的措施來加強公司發展計劃。許多文獻展示了許多架構是可以預測客戶的生命週期價值，在本文中，我們運用了Rust的客戶生命週期價值和客戶權益模型進行計算。 本文的目的是探索服務質量，產品質量對客戶滿意度的影響，並預測客戶回購的概率，客戶留在率，計算客戶終身價值和客戶權益。框架結構是由越南機床公司的問卷數據進行評估，並且計算出其中哪些因素可能影響客戶滿意度。 結果與客戶滿意度的兩個維度顯著相關：產品品質和服務品質對客戶滿意度有何影響。 最後，本文提出了機床公司如何根據客戶生命週期價值為每個客戶分配行銷預算的建議。

關鍵字

機床 ； 客戶終身價值 ； 客戶權益

並列摘要

Predicting customer equity in current and future can help the managers make more initiatives to enhance company growth plan. Many literatures display many frameworks can predict customer lifetime value, in this paper, we applied Rust’s customer lifetime value and customer equity models to calculate. The purpose of this paper is to explore the effects of service quality, product quality on customer satisfaction and predict the probability rate of customer repurchasing, customer retention, calculate customer lifetime value and customer equity. The structure of framework is evaluated from questionnaire data of machine tool company in Vietnam and calculated it for showing which elements can influence on customer equity. The results established significantly associated with two dimensions of expected and perceived quality by customers: product quality and service quality what elements influence on customer equity. Finally, this paper provided the suggestions to machine tool company how to allocate their marketing budget to each customer according to customer lifetime value.

並列關鍵字

Machine Tool ； Customer Lifetime Value ； Customer Equity

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