【論文名稱】顧客關係管理之關鍵績效指標研究-以國內航空業為例 【校所組別】國立中正大學企業管理學系碩士班 【畢業時間與摘要別】100學年度第二學期碩士學位論文摘要 【研究生】王貞懿 (Chen-Yi Wang) 【指導教授】許嘉文 博士 (Dr. Chia-Wen Hsu) 面對現今全球瞬息萬變、高度競爭的市場環境,企業要永續經營、取得持續性的競爭地位、賺取利潤,必須做好顧客關係管理(Customer Relationship Management, CRM)。透過CRM的確實執行,企業可鞏固顧客關係、減少顧客流失以及降低開發新客戶時所需花費之成本。 而各式管理活動都需要對應的績效考核方法做搭配,以監控執行成效。關鍵績效指標(Key Performance Indicators, KPI)為現代企業普遍受重視之績效管理工具,此制度建立於量化之基礎上,可精確的指出管理活動之重點項目,使組織之績效考評執行更有效率。 本研究以國內航空業為研究對象,透過蒐集相關理論與文獻資料後,採用John Radcliff(2001)之CRM整合架構,利用層級分析法(Analtic Hierarchy Process, AHP),對相關領域之專家及學者發放專家問卷,以了解各構面及各指標之重要性程度。 依據本研究之結論,列居前五位之KPI分別為「顧客資料」、「資料分析」、「顧客溝通」、「顧客忠誠度」與「了解需求」,皆屬顧客導向之相關指標,而層級部分,「CRM資訊」構面之「顧客資料」兩層級佔整體層級權重之8%,最為專家所重視。期望本研究之研究結果可供爾後航空業或其他企業作為CRM評估之參考。 【關鍵字】顧客關係管理、關鍵績效指標、層級分析法
【Thesis】A Study of Key Performance Indicators for Customer Relationship Management - An Example of Domestic Airways 【School】Department of Business Administration, National Chung Cheng University 【Date】July, 2012 【Student】Chen-Yi Wang 【Advisor】Dr. Chia-Wen Hsu Facing the transitory market and the drastically competitive environment in the world, in order to last their development of running business and maintain the competitive position and profits, enterprises should implement CRM (Customer Relationship Management).By implementing CRM efficiently; enterprises will consolidate the customer relationship、reducing the leaving of customers and cost down the cost of searching new customers. Every kind of management needs the assistant method of performance evaluation to supervise the outcomes. KPI (Key Performance Indicators) is a commonly applied method of performance evaluation in modern enterprise. This method quantifies the performance evaluations, accurately indicating the important items, helping the implement of performance evaluation more effective. This study adopts the domestic airways as the example, after collecting related theories and data, uses the integral structure of CRM from John Radcliff(2001), then uses APH (Analtic Hierarchy Process) method to survey industrial experts and scholars to analys the importance of every aspect and confirm the factors of KPI for each aspects. According to the result of this study, the top 5 KPI are「Data」、「Analysis」、「Customer Communication」、「Loyalty」and「Understand Requirements」, all these KPI have relation with「Customer」, are「Customer-oriented」.Finally, this study is aiming to provide a future reference for evaluating CRM in airways or other companies. 【Keywords】Customer Relationship Management (CRM), Key Performance Indicators (KPI), Analtic Hierarchy Process (AHP)
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