顧客知識管理與顧客關係管理對商店經營績效之影響

The Impact of Customer Relationship Management and Customer Knowledge Management on Store Operating Performance

孫信榮(Hsin-Jung Sun)

指導教授 ： 林有志

朝陽科技大學/管理學院/企業管理系高階產業經營碩士在職專班/碩士(2015年)

摘要

隨著全球化的互動，近年來商店越來越以顧客為尊向，相對的有關顧客關係管理和顧客知識管理之相關議題漸漸皆受到企業界與學術界高度重視主要在於兩者皆強調以顧客為導向之企業資源整合與分配以提升企業競爭力。對企業而言，顧客是獲取力任的直接來源:企業如何有效運用企業內部之顧客知識能力，以深化企業外部之顧客關係，將是企業能否維持競爭力與永續經營之關鍵。
顧客知識為顧客關係管理的核心要素，主要乃因為良好顧客知識管理，將使企業更能掌握顧客與市場等，並能以更經濟且高品質的方式來達成顧客關係深化之目的，進而掌握市場機會並對抗市場威脅。

關鍵字

經營績效 ； 顧客關係管理 ； 顧客知識

並列摘要

With the interaction of globalization, more and more store go as Customer-respect in recent years, relatively about Customer Relationship Management and Customer Knowledge Management related topics Both are mainly emphasize the customer-oriented enterprise resource integration and allocation in order to enhance the competitiveness of enterprises. For enterprises, Customers are sent directly to any source of power: How effective use of internal knowledge and ability of the enterprise customer, outside the enterprise in order to deepen the customer relationship, Key to competitiveness and sustainable development of the enterprise will be able to maintain. The customer knowledge as the core element of customer relationship management,
Is mainly because of the good customer knowledge management, will allow businesses to better grasp customers and markets, And in a more cost-effective and high-quality way to achieve the purpose of deepening customer relations, Then grasp the market opportunities and threats against the market。

並列關鍵字

business performance ； customer relations ； customer knowledge

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