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題名：顧客關係管理系統對企業之價值衡量模型--結合品質機能展開之實徵研究
書刊名：東吳經濟商學學報
作者：閔庭祥／陳振明 引用關係
作者(外文)：Ming, Vincent／Chen, J. M.
出版日期：2002
卷期：39
頁次：頁1-36
主題關鍵詞：顧客關係管理；顧客價值；品質機能展開；價值衡量模型；Customer relationship management；Customer value；Quality function development；Value assessment
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:29
  • 點閱點閱:25
電子商務突顯了顧客關係管理 (Customer Relationship Management，CRM) 的重要性，對於企業投資CRM系統之決策研究，學者常以創新採用理論進行決策影響因素之相關研究。但是對企業如何衡量CRM系統對企業之價值，以及如何評估採用各種CRM功能之優先序，並沒有相關的研究成果可以依循。本研究運用品質機能展開 (Quality Function Development，QFD) ，將八項基本顧客服務需求逐步展開為企業應採取之對應措施與十一項流程，並進一步展開出企業對二十一項CRM系統功能之重要性認知及其權重。最後得到以三階關係矩陣構成的品質屋 (The House of Quality) ，並以此作為CRM系統對企業價值之衡量模型。為進行模型之驗證，本研究訪談包括企業、系統廠商與市場研究等CRM領域約十位專家，並對國內天下一千大企業寄出902份問卷。經由訪談及188份有效樣本分析結果確認，透過此價值衡量模型，不同企業之衡量結果與其投資傾向呈現正相關。本研究之重要貢獻在提出一個具體可執行的程序，可作為企業採用CRM系統之評估決策參考，同時也可幫助企業評估各項CRM系統功能建宜之選擇及優先序，並作為改善客戶接觸與服務流程之參考。
Customer Relationship Management (CRM) has become increasingly important since the emerging of electronic commerce in the past few years. However, most of the current researches that deal with the decision-making problems of CRM system related investments are simply from the perspective of the adoption of organizational innovation. Due to the lack of solid theories and processes, it is very difficult for enterprises to measure the value of CRM systems and the subsequence decision-making on adoption priority of various CRM functions. Based on the Quality Function Development (QFD) process, this paper developed a multi-layered transformation matrix, and proposed a measurement process that can be driven to a quantified value model. In order to verify the effectives and feasibility of the model, ten CRM experts were interviewed that include senior managers in business management, solution providers, and market researchers. Following the on-site interview, a questionnaire survey was conducted that include the top 1000 firms of Taiwan. The analysis result indicates that the outcome of the proposed value measure model has significant correlation with the investment intension of CRM systems. The main contribution of this paper is the actionable process to measure the CRM systems value. There are several important potential applications of the proposed model: it can help the firms to evaluate the CRM system investment, and it can be used as a decision making tool for adopting priority of various CRM functions as well as for improving the customer management processes.
期刊論文
1.Higgins, K. T.(1998)。The Value of Customer Value Analysis。Marketing Research Magazine Management，10(4)，39-48。  new window
2.Fonvielle, W.(1997)。How to Know What Customers Really Want。Training and Development，51(9)，40-44。  new window
3.Srivastava, Rajendra K.、Shervani, Tasadduq A.、Fahey, Liam(19990101)。Marketing, business processes, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing。Journal of Marketing，63(4)，168-179。  new window
4.翁崇雄(20000300)。服務品質評量模式之比較研究。中山管理評論，8(1)，105-122。new window  延伸查詢new window
5.Sullivan, L. P.(1986)。Quality Function Deployment。Quality Progress，19(6)，39-50。  new window
6.Natarajan, R.、Balaram, A.、Ramana, S. V.(1999)。Continuous Improvement of Service Operations: Application of Service Template。Total Quality Management，10(6)，877-885。  new window
7.Keeney, Ralph L.(1999)。The Value of Internet Commerce to the Customer。Management Science，45(4)，533-542。  new window
8.Peppers, Don、Rogers, Martha、Dorf, Bob(1999)。Is Your Company Ready for One-To-One Marketing?。Harvard Business Review，77(1)，151-160。  new window
9.Athanassopoulos, A. D.(2000)。Customer satisfaction cues to support market segmentation and explain switching behavior。Journal of Business Research，47(3)，191-207。  new window
10.Hauser, John R.、Clausing, Don(1988)。The house of quality。Harvard Business Review，66(3)，63-73。  new window
研究報告
1.Gavoor, M. D.、Wasserman, G. S.(1989)。Framing QFD as a Mathematical Program。Detroit, MI：Dept. of Industrial and Manufacturing Engineering, Wayne State University。  new window
圖書
1.Swift, Ronald S.(2001)。Accelerating Customer Relationship: Using CRM and Relationship Technology。Upper Saddle River, NJ：Prentice Hall。  new window
2.黃俊英(1995)。多變量分析。臺北：中國經濟企業研究所。  延伸查詢new window
3.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
4.Bossert, James L.(1991)。Quality Function Deployment: A Practitioner's Approach。ASQC Quality Press Inc.。  new window
其他
1.赤尾洋二(1996)。新產品開發--品質機能展開之實際應用。  延伸查詢new window
2.洪毓祥(2000)。CRM資訊系統支援架構、應用及未來趨勢。  延伸查詢new window
3.黃佳雯(2001)。顧客需求導向服務系統之建置。  延伸查詢new window
4.閔庭祥、黃佳雯及陳振明(2001)。顧客關係管理價值模型之研究。  延伸查詢new window
5.ARC Consultants(1999)。PEPSI Model in CRM。  new window
6.Andersen, A.(1998)。Best Practice: Building Your Business with Customer-Focused Solution。  new window
7.Chaston, I.(2000)。Relationship Marketing and the Orientation Customer Require of Suppliers。  new window
8.Garland, R., D. Tweed and N. Davis(1999)。Service Quality in the New Zealand Market for Construction Hardware。  new window
9.Helfert Gabriele and Vith Katharian(1999)。Relationship Marketing Teams。  new window
10.IBM Corporation(1999)。Introduction to e-business。  new window
11.Lyman, D.(1990)。Transactions from a Second Symposium on Quality Function Deployment。  new window
12.Press, I., R. F. Gane, and M. F. Hall(1997)。What’s Most Important to Customer Satisfaction?。  new window
13.Pritchart, A. and P. Cantor(2000)。E-Channel Management: Electronic-Customer Relationship Management。  new window
 
 
 
 
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