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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
書刊名：商管科技季刊
作者：張國忠 引用關係／劉娜婷
作者(外文)：Chang, Kuochung／Liu, Nating
出版日期：2005
卷期：6:3
頁次：頁491-514
主題關鍵詞：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
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  • 被引用次數被引用次數:期刊(2) 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:2
  • 共同引用共同引用:38
  • 點閱點閱:51
　　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。
　　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.
期刊論文
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20.Price, Linda L.、Arnould, Eric J.(1999)。Commercial Friendships: Service Provider-Client Relationships in Context。Journal of Marketing，63(4)，38-56。  new window
21.Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。  new window
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24.Singh, Jagdip、Sirdeshmukh, Deepak(2000)。Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments。Journal of the Academy of Marketing Science，28(1)，150-167。  new window
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28.方世榮(20021200)。關係價值、關係品質與忠誠度之探討--零售銀行業的實證研究。管理學報，19(6)，1097-1130。new window  延伸查詢new window
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學位論文
1.邵琳(1997)。行銷通路成員信任--承諾模式之研究：台灣汽車產業之實證(碩士論文)。銘傳大學，台北市。  延伸查詢new window
2.張瑞玲(1994)。商業銀行零售金融關係行銷之研究(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.Oliver, R. L.(1997)。Satisfaction: A Behavioral Perspective on the Consume。Boston：Irwin：McGrew-Hill。  new window
2.Christensen, Clayton M.(1997)。The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail。Harvard Business School Press。  new window
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4.黃以孟、賴士奇、遠擎管理顧問公司(2001)。顧客關係管理深度解析--執行以客戶為中心的企業轉型策略。臺北市：ARC遠擎管理顧問有限公司。  延伸查詢new window
5.Reichheld, Frederick F.、Teal, Thomas(1996)。The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value。Boston：Harvard Business School Press。  new window
6.Wayland, R. E.、Cole, P. M.(1997)。Customer connections: New strategies for growth。Harvard Business School Press。  new window
其他
1.台灣經濟研究院產業資料庫 ( ITIS產業資訊服務網)(2002)。金融業--銀行業基本資料。  延伸查詢new window
2.史博言(1999)。1999年台灣業者之顧客關係管理運用現狀調查報告。  延伸查詢new window
3.張國忠(2000)。以企業索賠案例解析談判相依性與關係行銷策略之運用。  延伸查詢new window
4.曾建國(20020424)。商業銀行零售金融關係行銷之研究。  延伸查詢new window
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7.Caldwell, J.(2000)。Building a substainable E-Business CRM strategy。  new window
8.Cyber Dialogue(2000)。Building customer relationships through analytical eCRM。  new window
9.Forum Corporation(1989)，New York：The Free Press。  new window
10.Kim, K., & Frazier, G. L.(1997)。Measurement of distributor commitment in industrial channels of distribution。  new window
11.LaRow, M.(2000)。The five engines of ECRM。  new window
12.Mandujano, M.(2000)。The Latin American CRM banks。  new window
13.Manhattan Consulting Group(2000)。Average doesn't win。  new window
14.Sackett, P. R., & Larson, J. R.(1990)。Research strategies and tactics in I/O psychology。  new window
15.Schwaiger, M., & Locarek-Junge, H.(1998)。Realising customer retention potentials by electronic。  new window
 
 
 
 
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