Responsive image
博碩士論文 etd-0719105-091632 詳細資訊
Title page for etd-0719105-091632
論文名稱
Title
顧客關係管理之策略面、流程面與資訊科技面之文獻回顧與未來研究展望之研究
A Review of Strategy, Process, and IT in CRM and Future Development Suggestion
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
101
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2005-07-13
繳交日期
Date of Submission
2005-07-19
關鍵字
Keywords
文獻回顧、平衡計分卡、績效衡量、顧客關係管理、顧客知識管理
literature, CKM, balanced scorecard, CRM
統計
Statistics
本論文已被瀏覽 5821 次,被下載 6040
The thesis/dissertation has been browsed 5821 times, has been downloaded 6040 times.
中文摘要
近幾年來,由於商業環境競爭的激烈,許多學者們紛紛投入此一領域進行研究。使得顧客關係管理成為資訊管理領域中新興的顯學。然而,近年來卻未見有人將顧客關係管理的議題近行完整的回顧與整理。
而根據本研究的整理發現,顧客關系管理相關的議題可依照平衡計分卡的基礎分為六大構面,分別是區隔、財務、顧客、顧客知識管理、流程與資訊科技。透過這樣的分類方式,不僅有能夠幫助我們瞭解顧客關係管理的內涵,也能幫助我們瞭解其間相互影響的關係。
而透過本研究的結果也發現近年來有太多研究焦點放在導入的關鍵成功因素以及資訊科技的用上。未研究也提出了以平衡計分卡為基礎的衡量指標,透過平衡計分卡,不僅有助於衡量顧客關係管理系統為組織所帶來的效益,也能提高導入顧客關係管理系統的成功率。此外,本研究也試著討論顧客知識管理的創造,並且認為顧客知識的創造同樣可分為社會化、外部化、組合化與內部化,而目前大多數的文獻多專注於外部化的分,將來的研究應該可以試著對其它三部分進行研究,相信能夠幫助組織能更有效率的掌握顧客相關的知識。
Abstract
Because of the fierceness of business environment competition, there are a lot of scholars investing this field to carry on research one after another. It makes CRM become new developing studying apparently in the MIS field. But there is no scholar to review important issue in CRM.
According this research we find the topics relative CRM can be divided into six constructs that are segment, finical, customer, customer knowledge management, operation and IT. Pass such a categorized way, not only help us understanding its intension, but also the relation of influencing each other.
We find out that too much research focus on CSF, system introduction and IT. And this research proposes a measurement based on balanced scorecard. Through this way not only help us knowing what benefit that CRM brought for organization, but also improved the successful rate. Besides balanced scorecard, this research discussed the creation of customer knowledge and we find out the steps of customer knowledge creation can also divided into socialization, externalization, combination and internalization. However, most research focus on externalization, future research could do research on the others that would help organization more efficient grasping customer knowledge.
目次 Table of Contents
目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機及目的 3
1.3 研究流程 3
第二章 文獻探討 5
2.1 策略面 5
2.1.1 顧客關係管理的目標 6
2.1.2 顧客關係管理與企業的關係 8
2.1.3 顧客關係管理之導入 11
2.1.4 顧客關係管理的成功因素 17
2.1.5 績效衡量 19
2.1.5.1 過去衡量顧客關係管理的方式 19
2.1.5.2 平衡計分卡 20
2.1.5.3 以平衡計分卡衡量顧客關係管理系統 25
2.1.5.4 顧客關係管理計分卡 28
2.2 流程 32
2.2.1 組織與顧客戶動的流程 32
2.2.2 通路管理 35
2.3 資訊科技 37
2.3.1 資訊科技與顧客關係管理間的關係 37
2.3.2 資料挖掘 42
2.3.3 顧客知識管理 44
2.3.4 資料倉儲 46
2.3.5 客服中心 48
第三章 研究架構與方法 52
3.1 研究架構 52
3.2 研究方法 55
3.2.1 整合型研究回顧 56
3.2.2 研究之抽樣 57
第四章 資料整理分析 59
4.1 顧客互動流程 59
4.2 關鍵成功因素 62
4.3 顧客知識管理 65
4.4 績效衡量 70
4.5 顧客關係管理之策略思維 73
第五章 研究命題 74
5.1 顧客知識管理 74
5.2 資訊科技的應用 75
5.3 顧客知識強化互動流程 77
5.4 知識管理系統 78
第六章 結論與建議 79
6.1 研究結論 79
6.2 研究限制 80
6.3 後續研究 80
附錄一:參考文獻 82
附錄二:博碩士論文網88-92年顧客關係管理之文獻 87
參考文獻 References
1. Armstrong, G., & Kotler, P. Marketing: An Introduction, New Jersey: Prentice Hall, 2000
2. Bauer, H.H., Grether, M., & Leach M. “Building Customer relations over the Internet,” Industrial Marketing Management (31: 2), 2002, pp. 155-163.
3. Bose, R., & Sugumaran, V. “Application of knowledge Management Technology in Customer Relationship Management,” Knowledge and Process Management (10: 1), 2003, pp. 3-17.
4. Bretwon, J., “Implementation a CRM Scorecard,” http://www.insightexec.com, 2002
5. Bucklin, C.B., Thomas-Graham, P.A., & Webster, E.A. “Channel conflict: When is it dangerous?,”McKinsey Quarterly No 3, 1997, pp. 36-43.
6. Chen, S. “Strategic Management of e-Business,” New York, Wiley, 2001
7. Christy, R., Oliver, G. & Penn, J. “Relationship Marketing in Consumer Markets,” Journal of Marketing Management (12: 1-3), 1996, pp.175-187.
8. Darrell K., Reichheld, F.F., & Schefter, P. “Avoid the Four Perils of CRM,” Harvard Business Review (80: 2), 2002, pp. 101-109.
9. Davenport, T.H., Harris, J.G., & Kohli, A.K. “How do they know their customers so well?,” MIT Sloan Management Review (42: 2), 2001, pp. 63-73.
10. Davenport, T.H & Prusak, L. “Working Knowledge: how organizations manage what they know,” Harvard College Press, 1998
11. Davids, M. 1999, “How to avoid the 10 biggest mistakes in CRM,” Journal of Business Strategy (20: 6), 1999, pp. 22-26.
12. Desouza, K.C & Awaz, Y. “Gaining A Competitive Edge From Your Customers,” KM Review (7: 3), 2004, pp. 12-15.
13. Dolk, D.R. “Integrated model management in data warehouse era,”European Journal of Operational Research (122: 2), 2000, pp. 199-218.
14. Freeland, J.G., “The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability”, McGraw-Hill, 2002
15. Gardener, S.R. “Building the Data Warehouse,” Communications of the ACM (41: 9), 1998, pp. 52-59.
16. Glazer, R. “Winning in Smart Markets,” MIT Sloan Management Review ( 40: 4), 1999, pp. 59-69.
17. Gordon, I. “Best Practice: Customer Relationship Management,” Ivey Business Journal (67:2), 2002, pp. 1-5.
18. Grembergen, W.V., & Amelinckx, I. “Measuring and Managing E-business Projects through the Balanced Scorecard,” Proceedings of the 35th Hawaii International Conference on System Sciences, 2002
19. Grembergen, W.V., & Amelinckx, I. “Measuring and Managing E-business Projects through the Balanced Scorecard,” 2002
20. Gwinner, K. P., Gremler, D.D., & Bitner, M.J. “Relational Benefits in Services Industries: The Customer’s Perspective,” Journal of the Academy of Marketing Science (26: 2), 1998, pp. 101-112.
21. Han, J., & Kamber, M. “Data Mining Concepts and Techniques,” Morgan Kaufann, 2001
22. Hansotia, B. “Gearing up for CRM: Antecedents to successful implementation,” Journal of Database Management ( 12: 2), 2002, pp. 121-132
23. Hennig-Thurau, T., & Klee A. “The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development,” Psychology and Marketing (14: 8), 1997, p p. 737-764.
24. Inmon W.H. “Building the Data Warehouse,” John Wiley & Sons, N.Y., 1996.
25. Kalakota, R. & Robinson, M. E-Business 2.0 Roadmap for Success, Addsion-Wesley Publishing Co., 2001
26. Kaplan, R.S & Norton, D.P “Using the Balanced Scorecard as a Strategic Management System,” Harvard Business Review (74: 1), 1996, pp. 75-85.
27. Kaplan, R.S., & Norton D.P. “The Balanced Scorecard-Measures that Drive Performance,” Harvard Business Review (70: 1), 1992, pp. 71-79.
28. Karimi, J., Somers, T.M., & Gupta, Y.P. “Impact of information technology management practices on customer services,” Journal of Management Information System (17: 4), 2001, pp. 125-158.
29. Kim, J., Shu, E., and Hwang, H. “A Model for Evaluating the Effectiveness of CRM Using the Balanced Scorecard,” Journal of Interactive Marketing(17:2), 2003, pp. 5-19.
30. Kotler, P., Leong, S. M., & Ang, S. H. and Tan, C. T. Marketing Management: an Asian Perspective, New Jersey: Prentice-Hall, 1998
31. Levitt, T. The Marketing Imagination, New York: The Free Press, 1983.
32. Peppard, J. “Customer Relationship Management in Financial Services,” European Management Journal (18: 3), 2000, pp. 312-327.
33. Peppers, D., Rogers, M., & Dorf, B. “Is your company ready for one-to-one marketing? ,” Harvard Business Review (77: 1), 1999, pp. 151-160.
34. Perreault, William D., & McCarthy Jerome Jr. E., “Basic Marketing—A global managerial approach”, Mc Graw Hill, 2002
35. Priluck, R. “Relationship marketing can mitigate product and service failures,“ Journal of Services Marketing ( 17: 1), 2003, pp.37-48.
36. Quaero, S.S. “Return on Investment: Justifying CRM Investments,” http://www.insightexec.com,2001
37. Ryals, L., & Knox, S. “Cross-Functional Issues in the Implementation of Relationship Marketing Through Customer Relationship Management”, European Management Journal (19: 5), 2001, pp. 534-542.
38. Shaw, M.J., Subramaniam, C., & Tan, G.W., and Welge, M.E., “Knowledge management and data mining for marketing,” Decision Support Systems (31: 1), 2001, pp. 127-137.
39. Sheth, J. N., & Parvatiyar, A. “Relationship Marketing in Consumer Markets: Antecedents and Consequences,” Journal of the Academy of Marketing Science( 23: 4), 1995, pp. 255-256.
40. Sin, L.Y., Tse, A.CB., & Yau, O.HM., Lee, J.SY., Chow, R. “The effect of relationship marketing orientation on business performance in a service-oriented economy, “Journal of Services Marketing (16: 7), 2002, pp. 658-670.
41. Stone, M., Woodcock, N., & Wilson, M. “Managing the Change from Marketing Planning to Customer Relationship Management,” Long Range Planning (29: 5), 5, 1996, pp. 675-683.
42. Swift, R. S., “Accelerating Customer Relationships”, Prentice Hall, 2000.
43. Winer, R.S. “A Framework for Customer Relationship Management,” California Management Review (43: 4), 2001, pp. 89-105.
44. Wixom, B.H., & Watson, H.J. “An Empirical Investigation of the factors affecting data warehousing success,” MIS Quarterly (25: 1), 2001, pp. 17-32.
45. Wortman, V. “ The Future Of Enterprise CTI,” Business Communications Review (31: 2), 2001, pp. 46-49.
46. 丁惠民,顧客知識的功能、應用模式與價值體系,電子化企業經理人報告,2001,No.27, pp. 12-21.
47. 朱道凱(民91)譯,平衡計分卡,臺北:臉譜出版社
48. 余慕薌、李可琪,網路客服中心的應用與管理,電子化企業經理人報告,2000,No.7, pp. 43-46.
49. 李明德、曾俊欽,科技客服 - 客服中心的系統建置,台灣培生教育出版,2003
50. 林義堡,運用資訊科技推動顧客關係資管,電子化企業經理人報告,民國88 年11 月,35-42
51. 野口吉昭, CRM戰略執行手冊,遠擎管理顧問股份有限公司,2001
52. 陳文華,「顧客關係管理成功關鍵---高品質的顧客資料」,能力雜誌,2000年5月,頁 132~135。
53. 陳文華,運用資料倉儲技術於顧客關係管理,民89,1月,能力雜誌,75-91
54. 陳曉開,成功的發展持續性的關係行銷 ,電子化企業,民國88 年11 月,27-34,麥肯錫董事John Ott
55. 黃貝玲,從Call Center到Contact Center,電子化企業經理人報告,2001,No. 21, pp. 29-38.
56. 蕭崑龍(2005), CRM讓電子商務運用如虎添翼,通訊雜誌,第八十八期五月號。
57. 鍾慶霖,顧客關係管理系統建置之研究-以金融控股公司為例,國立臺灣大學資訊管理研究所,2002
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內外都一年後公開 withheld
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code