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題 名 | 顧客關係管理應用在汽車修護廠之研究=A Study of Customer Relationship Management Applied in Automobile Repair Factories |
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作 者 | 廖基堯; 柯育沅; 柯沛丞; 張火燦; | 書刊名 | 中州學報 |
卷 期 | 26 2007.12[民96.12] |
頁 次 | 頁153-176 |
分類號 | 496.7 |
關鍵詞 | 顧客關係管理; 內部顧客關係管理; 外部顧客關係管理; 顧客服務; Customer relationship management; Internal customer relationship management; External customer relationship management; Customer service; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要目的在探討台灣地區汽車修護廠顧客關係管理應用的需求情形,採問卷調查方式蒐集資料,以彰化地區汽車保養公會年會,實施問卷調查。請出席的會員現場進行問卷填寫,另郵寄至各縣市其他修護廠廠長,填寫同一份問卷。根據研究結果,歸納出下列幾點結論:(一) 就內部顧客關係管理應用需求而言,不同背景變項汽車修護廠對於內部顧客關係管理應用需求程度為「普通」到「非常重要」,而實施程度為「部分實施」到「大多實施」。(二) 就外部顧客關係管理應用需求而言,不同背景變項汽車修護廠對於內部顧客關係管理應用需求程度為「非常不重要」到「非常重要」,而實施程度為「從未實施」到「徹底實施」。 (三) 就顧客服務應用需求而言,不同背景變項汽車修護廠對於內部顧客關係管理應用需求程度為「重要」到「非常重要」,而實施程度為「部分實施」到「徹底實施」。根據本研究結論,提出下列建議:(一) 繼續保持汽車修護廠對顧客關係管理需求認為「非常重要」,而實施程度為「徹底實施」的項目。(二) 繼續保持汽車修護廠對顧客關係管理需求認為「非常重要」或「重要」,而實施程度為「大多實施」的項目,應持續保持或進一步提昇到「徹底實施」, (三) 優先加強汽車修護廠對顧客關係管理需求認為「非常重要」或「重要」,但實施程度為「普通」或「部分實施」的項目,應設法提昇到「大多實施」或「徹底實施」。 (四) 加強汽車修護廠對顧客關係管理需求認為「普通」,但實施程度為「部分實施」的項目。(五) 訓練及追蹤汽車修護廠對顧客關係、管理需求認為「不重要」或「非常不重要」,但實施程度為「部分實施」或「從未實施」的項目。(六) 加強規模較小的汽車修護廠之顧客關係管理。 |
英文摘要 | This study examines the need for the application customer management in automobile repair factories in Taiwan areas. The data were collected by the use of questionnaires from members of automobile repair organization presented in the annual conference and from the returned questionnaires sent out by mail to the directors of factories in Taiwan areas. It was found that (1) in terms of need for the application of internal customer relationship management in diverse background of automobile repair factories, the ratings for its variables ranging from "average" to "very importance" and the ratings for the level of implementation ranging from "partially implemented" to "complete implemented" ; (2) in terms of need for the application of external customer relationship management with various background, the ratings of the variables ranging from "important" to "very important" and the ratings for the level of its needs ranging from "very unimportant" to "very important" and the ratings for the level of implementation ranging from "never implemented" to "complete implemented"; (3) in terms of need for the application of customer service, the ratings for its importance with different background variables ranging from "important" to "very important" and the ratings for the level of implementation ranging from "partially implemented" to "complete implemented". The results suggested that (1) we should maintain the items that are considered very important and completely implemented; (2) we should maintain the items that are considered very important or important and promote to complete implemented; (3) we should reinforce the items that are considered very important or important, and promote to mostly implemented or completely implemented; (4) we should reinforce the items that are considered average and partially implemented; (5) we should train and trace the items that are considered unimportant or very unimportant, and partially implemented or never implemented; (6) There is a need to strengthen customer management in smaller automobile repair factories. |
本系統中英文摘要資訊取自各篇刊載內容。