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頁籤選單縮合
題 名 | 顧客關係規畫對顧客忠誠度效應影響之研究--以臺灣金融業為例=The Effects of Customer Relationship Programs on Customers Loyalty--An Empirical Study of Taiwan's Financial Institutes |
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作 者 | 張國忠; 劉娜婷; | 書刊名 | 商管科技季刊 |
卷 期 | 6:3 民94.09 |
頁 次 | 頁491-514 |
分類號 | 496.7 |
關鍵詞 | 顧客關係管理; 關係規畫; 情感性承諾; 利益性承諾; 顧客忠誠度; Customer relationship management; Realtionship programs; Affective commitment; Calculative commitment; Customer loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 資訊科技的發展使得企業可以迅速掌握顧客資訊、瞭解顧客需求並為顧客創造價值。顧客關係管理之關係規畫透過作業流程改善、通路整合、員工權能提昇,及快速與彈性應變、顧客區隔、價值分析與客製化服務等功能,留住舊有顧客、吸引潛在顧客並提昇顧客價值。本研究經文獻探討與訪談後,將關係規畫功能區分為流程與通路功能及客製化二功能,探討其對關係承諾與顧客忠誠度的影響。透過問卷調查蒐集金融業顧客意見,利用線性結構方程模式進行資料分析。研究結果發現,客製化功能比流程與通路功能對顧客忠誠度有較顯著的影響;情感性承諾為客製化功能與顧客忠誠度之間的中介變項。透過情感性承諾的建立,實施關係規畫對於顧客忠誠度方具有影響力。 |
英文摘要 | Due to advances in information and communication technology, the promise of one-to-one relationship, customer-value analysis and customization are now possible. Through incorporating process improvement, channel management, elastic response, and tailored service, customer relationship programs are able to acquire new customers, retain existing ones, and create their lifetime value. Through literature review and the interview, this study categorized the relationship programs of customer relationship management as process & channel functions and customization functions, and investigated their effects on customer loyalty through the affective and calculative commitments. The data were collected by using questionnaires from customers of financial services and analyzed using Structural Equation Modeling (SEM). The results indicated that customization functions had stronger effects on customer loyalty than process & channel functions. Calculative commitment was also found failing to create customer loyalty. Affective commitment was empirically confirmed to be the mediating variable between customization functions and customer loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。