服務業顧客關係管理專業人員職能研究

The Competency of the Professional of Customer Relationship Management in Service Industry

延若涵(Jo-Han Yen)

指導教授 ： 賴志樫

國立臺灣師範大學/科技學院/工業科技教育學系/碩士(2006年)

摘要

本研究旨在探究服務業顧客關係管理專業人員之主要角色、任務與工作內容等，以及找出服務業顧客關係管理專業人員應具備的重要職能內涵。
研究過程除先透過文獻分析，以建構職能分析的理論基礎和架構外，並利用專家審查協助確立調查問卷的編製，再以問卷調查法進行研究資料蒐集，採立意取樣方式，找出服務業中76家企業組織，針對每家企業部門主管及專員各發放一份問卷。共計發放152份，回收70份，其中主管31份，專員39份，回收率約47﹪。
研究發現，服務業顧客關係管理專業人員應具備18項重要職能，分別為：顧客服務導向、分析思考能力、培育他人、資訊蒐集能力、專業知識、概念思考能力、人際互動、自我控制力、其他個人效率、自信心、成就企圖心、建立關係、影響力、組織知覺能力、團隊合作精神、彈性、主動積極與直接/果斷性。另根據不同職稱的受試者資料分析發現，主管與專員對所應具備職能的認知並無顯著差異；就不同年資受試的分析結果發現，不論資深年資或資淺年資，對所應具備職能的認知大致相同。本研究並提出多項可供實務界、學術界及後續研究者參考的重要建議，期能對服務業顧客關係管理專業人員職能研究有所助益。

關鍵字

顧客關係管理 ； 職能

並列摘要

The purpose of this paper is to study major role and task of professionals in the field of customer relationship management and to find out what their required competencies are.
Questionnaire survey and judgmental sampling were employed in the study audited by experts. Among 152 questionnaires sent to 76 enterprises in service industry, 70 were answered. There were 31 of them answered by executives while 39 answered by staffs at the answering rate of 47%.
The research result revealed 18 important competencies that customer relationship management professionals expected to process. They are customer service orientation, analytical thinking, developing others, information seeking, professional expertise, conceptual thinking, interpersonal understanding, self-control, other personal effectiveness competencies, self-confidence, achievement orientation, relationship building, impact and influence, organizational awareness, teamwork and cooperation, flexibility, initiative, and directive/assertiveness. In the research of job ranks, it showed that there was no significant difference in the perception of competency. On the other hand, the research of experience implied that years in the industry contributed to almost same perception in competency. In the end, the study provided suggestions to the industry, academic field and further researches in the hope of benefiting competency study in customer relationship management.

並列關鍵字

customer relationship management (CRM) ； competency

參考文獻

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