由於資訊與網路科技的發達，客戶可以很容易地透過網路探詢到更好的產品價格與規格，廠商已經無法再像以前一樣，以不對等的資訊取得訂單。因此，如何在產品上取得差異化，甚至客製化已經成為企業生存的命脈。要做到差異化與客製化，當然要先了解你的客戶。為了要了解客戶的特性，各大企業紛紛建置CRM相關的系統，搜集與客戶互動的資訊。分析這些資訊，進而提供滿足客戶的產品或服務，以達到留存客戶、建立客戶忠誠度的目的，是當今企業經營的一大要務。
本研究以國際知名工業機電大廠，台灣分公司的CRM資料庫，利用資料探勘技術，分析其與客戶往來的各種活動資料，並加入訪問資料與市場相關資訊，預測其客戶忠誠度。

本研究的發現如下:
1. 機械製造等產業及服務次數與忠誠度有顯著的正相關，工業機電產業是高度技術密集的產業，客戶仰賴廠商的技術服務， 因此在越高度客服頻率下，越能建立客戶的依賴，進而建立忠誠。
2. 平均交易時間趨於顯著負相關，由於工業機電產品單價高，規格亦複雜，通常報價後，都需要花費長久時間與客戶溝通討論規格，協商價格。而忠誠客戶較仰賴廠商的專業知識，不需花長時間自行判斷，因此可以很快成交。

Due to the advances in information and internet technology, customers nowadays can easily acquire information about prices and specifications of desired products. Thus, how to differentiate from other similar products in the market or even customized products has become a key factor for companies that try to thrive in today’s competitive market. To do so, companies need to understand their customers, and many of them have employ CRM related systems to collect data about their customers and subsequently perform analysis on the data. The intention is to retain the customers by establishing customer loyalty, which will in turn reduce the cost of maintaining customers and marketing.
In this research, we focus on the electric and electronic (EE) industry and analyze the CRM database from the Taiwan branch of an international EE firm To allow for more comprehensive analysis, we further include inquiry and marketing information to predict customer’s loyalty. Our research findings as listed as follows:

1. Customers in machine building etc. industry and service times are positively related to loyalty because more service times allow the company to interact more with the customer and subsequently build trust.
2. The transaction waiting time is reversely related to loyalty. Note that in EE industry, product prices are usually high and their specifications are complicated. Loyal customers rely more on the company’s professional judgment and thus spend less time on making their own judgment.

誌謝 I
摘要 II
Abstract III
目錄 IV
表次 VI
圖次 VII
第一章 緒論 - 1 -
第一節 研究動機 - 1 -
第二節 研究目的 - 2 -
第三節 研究流程 - 3 -
第二章 文獻探討 - 5 -
第一節 CRM系統 - 5 -
第二節 品牌 - 8 -
第三節 顧客忠誠度的相關研究 - 11 -
第四節 資料探勘技術 - 14 -
第三章 研究方法 - 21 -
第一節 研究設計 - 21 -
第二節 樣本來源與選取 - 22 -
第三節 研究分析方法 - 28 -
第四節 個案產業介紹 - 29 -
第四章 實證結果與分析 - 31 -
第一節 資料統計與分析 - 31 -
第二節 共變量分析 - 32 -
第三節 羅吉斯迴歸分析 - 39 -
第五章 結論與未來建議 - 48 -
第一節 結論 - 48 -
第二節 未來建議 - 49 -
第六章 參考文獻 - 50 -
中文參考文獻 - 50 -
英文參考文獻 - 50 -

中文參考文獻

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