顧客關係管理整合模式之建立與實證分析

An Integrated Model for Customer Relationship Management: Analysis and Empirical Study

鄭來宇(Lai-Yu Cheng)

指導教授 ： 楊錦洲 ； 周永燦

中原大學/電機資訊學院/工業與系統工程研究所/博士(2010年)

https://doi.org/10.6840/cycu201000064

摘要

面臨市場上的競爭，維持顧客滿意度水準以及長期與顧客之間的良好關係，是服務業生存的必備競爭利器，因此本研究將顧客關係管理執行的四個主要步驟，結合顧客滿意衡量模式中最常被使用的美國顧客滿意指標衡量模式(American Customer Satisfaction Index, ACSI)，發展成一套整合模式，並利用結構方程模式(structural equation modeling, SEM)，建立各變數之間的假設關係，藉由收集台灣地區143家分佈於八大服務業公司，作為本研究之樣本來進行模式之驗証。該模式中將執行顧客關係管理之項目依據構面分為輸入(顧客知識)、服務供給(顧客互動)、輸出品質、認知品質、認知價值、顧客滿意度之認知、顧客忠誠度、購買意圖以及利潤，評估並探討各項構面的執行水準，研究結果顯示部份構面之間的顯著性，因此，透過本研究所建立的整合模式，可供服務業管理者參考，並藉以提升公司利潤以及判定實施CRM的水準。

關鍵字

結構方程模式 ； 服務業 ； 顧客關係管理 ； 美國顧客滿意指標模式

並列摘要

Ensuring customer satisfaction and maintaining long-term relationships with customers have become essential for survival among competitive service industries. The present study addresses this need by proposing a conceptually integrated four-phase model that incorporates elements of CRM, and customer satisfaction (represented by the extended American Customer Satisfaction Index (ACSI) model). Then, this study formulates the structural equation modeling (SEM) to test various research hypotheses related to the effect of the CRM initiative. An empirical study of 143 leading Taiwanese service firms distributed among seven service industries was conducted. The implementation levels of various constructs (input (customer knowledge), service provision (customer interactions), output quality, perceived quality, perceived value, perception of customer satisfaction, customer loyalty, purchasing intention, profits) of CRM are assessed in a range of service industries by means of a questionnaire survey and in-depth interviews. The results of the empirical study reveal that statistically significant influences among various constructs of CRM integrated model. These results also represent a useful reference for managers of service organisations that wish to improve their profitability and implementation level of CRM. The present study represents an important investigation in the development of an integrated CRM implementation system for service industries.

並列關鍵字

Structural equation modeling (SEM) ； Customer relationship management (CRM) ； Service industries ； American Customer Satisfaction Index (ASCI)

參考文獻

Berndt, A., Herbst, F., & Roux, L. (2005). Implementing a customer relationship management programme in an emerging market. Journal of Global Business and Technology, 1(2), 81-89.

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modelling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

Babbar, S. (1992). A dynamic model for continuous improvement in the management of service quality. International Journal of Operations and Production Management, 12(2), 38-48.

Bagozzi, R. P. (1980). Causal models in marketing. New York: John Wiley & Sons.