An Assessment Model of Arsenal Customer Relationship Management-A Case Study of 〝A〞Factory

Autor: Li-kuang Yang, 楊禮廣
Rok vydání: 2007
Druh dokumentu: 學位論文 ; thesis
Popis: 95
It is modern current to focus on customers. No matter what design, production, channel control and after-sales service, being based on customers, enterprises design the satisfactory products, provide the most suitable service to master competitive advantage and expect to make customer satisfactions and loyalties. It already becomes the key factor of the enterprise everlasting management to master the demand, integrate and create the additional benefit of the value chain. This study will put forward the Customer Relationship Management, (CRM) valuation model to arsenal, and expect to improve the management between customers and arsenal by the model in order to realize customers demand accurately, develop the beneficial application of the value, strategy and regulation, enhance the benefit of arsenal implement CRM, and reach customer satisfactions. This study applies Habitual Domain (HD) and Analytic Hierarchy Process (AHP) as the main principles. First, find out the influence factors of CRM by document review, then confer the valuation standards of arsenal CRM by expert interview and HD method to set up an analytical model structure, last, use the software of Expert Choice 2000 operated in Windows to quantify the experts’ subjective opinions objectively, calculate the weight of each regulation exactly, and draft reasonably the layer structure of the evaluation model of the arsenal CRM. As the results of the study, the three aspects valued by the experts are the Technology aspect (total weight 0.443 ), Service aspect(total weight 0.387), and Strategy aspect(total weight 0.169)in order. Among the 14 standards, the first five items which the experts most valued are Quality Stability(total weight 0.212), Service Timely(total weight 0.156), Complain/Communication Channel (total weight 0.098), Product Operation(total weight 0.080), Service Specialty(total weight 0.069). This study deduces "arsenal customer relationship management evaluation form" to provide arsenal the most effectively distribution of limited resource, increase customer satisfactions and loyalties, and enhance arsenal customer relationship management. Another suggestion other industries may refer to this research technique, according to own attribute, cultural and the information science and technology utilization, constructs belongs to optimization of oneself enterprise culture CRM pattern.
Databáze: Networked Digital Library of Theses & Dissertations
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