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題 名 | 非營利組織推動顧客關係管理對顧客信任和關係承諾之影響--以玩具公會為例=The Influence of Applying CRM on Customer Trust and Commitment in Non-profit Organizations--Taking the Example of Taiwan Toy Manufacturers' Association |
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作 者 | 楊亨利; 林俊伊; | 書刊名 | 資訊管理展望 |
卷 期 | 5:2 2003.09[民92.09] |
頁 次 | 頁1-30 |
分類號 | 496.7 |
關鍵詞 | 非營利組織; 顧客關係管理; 信任; 關係承諾; 資訊科技; Non-profit organization; Customer relationship management; Trust relationship commitment; Information technology; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以非營利組織為研究標的,參考國內外顧客關係管理理論和信任─承諾理論 文獻,建立一個觀念架構,試圖瞭解非營利組織和顧客間形成信任和關係承諾的原因, 並探討若以資訊科技實施顧客關係管理的後續影響。然後,以玩具產業同業公會為實證 對象,分析各變數構面之認知情形,並對假說與架構,進行相關分析、複迴歸分析與路 徑分析。結果發現資訊科技的運用能力能夠增加資訊科技支援業務的程度,並正向影響 公會推動顧客關係管理的應用程度;服務人員特質會影響到廠商對服務人員的信任,並 進而影響廠商對公會的信任,同時對服務人員的信任也是影響對公會信任最重要的因 素。但是,亦發現若不當地實施顧客關係管理可能會造成廠商對公會信任程度的降低。 |
英文摘要 | Through literature review, this research proposes a concept framework for non-profit organizations in order to understand why customers and the organization can establish trust, commitment and future cooperation, and what would happen if applying information technology (IT) to customer relationship management (CRM). Then, the Taiwan Toy Manufacturers’ Association was chosen for our empirical study. This research has collected its member perception of the variables, applied correlation analysis, regression analysis and path analysis to verify the hypotheses and framework. The findings indicate that IT capabilities could foster the support for business activities, and then enhance CRM applications. The traits of service persons would influence the customer trusts on them, which furthermore would be the most important factor affecting customer trust on the Association. Relationship benefits & costs and trust on the Association would influence relationship commitment. On the other hand, this research also found that the improper applications of CRM would decrease the trust on the Association. |
本系統中英文摘要資訊取自各篇刊載內容。