機車產業顧客關係管理個案研究－以A車業公司為例

Research on CRM Technology to Promote Customers' Satisfaction in Motorcycle Industry

潘壽智(Shou-Chih Pann) ； 洪萬富(Won-Fu Hung)

《經營管理論叢》 2011特刊 (2011/12) Pp. 163-172

https://doi.org/10.6872/OMR.201112/SP.0010

摘要

顧客關係管理可協助企業將不同背景、需求的客戶予以區隔，並針對客戶的個別需求進行一對一行銷以提供客製化服務，從而辨識出真正具有高利潤價值的客戶，以利給予高度關心與積極維護。本研究以A車業公司為探討個案，並經由訪談的方式了解公司導入顧客關係管理系統的效果，並透過文獻彙整以及機車產業的特色分析來探討顧客關係管理特性與顧客滿意度的關聯，並據以發展顧客關係管理提升顧客滿意度的研究命題，最後則針對本研究的發現提出後續的研究建議。

關鍵字

顧客關係管理 ； 顧客滿意度 ； 客製化服務

並列摘要

A motorcycle company to be confronted with distress of lost customer. How to use customer relationship management technology to find potential customers and promote customers' satisfaction. Adopt customer relationship management can support one to one service and personalized service. The purpose of this study is to discuss the customer relationship management that effect on customer's satisfaction. Case study has been increasingly used management. Schools of business have been most aggressive in the implementation of case study. This study discusses the customer satisfaction through the implement the customer relationship management. Based on the interviews with sales of A motorcycle company, the implications and limitations of this study were then discussed.

並列關鍵字

Customer Relationship Management ； Customer Satisfaction ； Personalize Service