A Study of the Customer Relationship Management and the Performance of the Non-Profit Organization—Take Some National Museums as Examples
| Autor: | Shin-Huei Peng, 彭昕暉 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Most researches are concentrated on the Customer Relationship Management (CRM), of profit organizations, rather than that of non profit organizations(NPO). Recently in Taiwan, the economic and political have been changing to a large degree. Inevitably the non profit organizations are also facing new impacts that make them reevaluate their missions and how to develop new approaches to make the management healthier and more stabilized. The destination of this research is to investigate the profits of the non-profit organizations and their accumulated results resulted from their management of customer relationship. Some museums are thereupon taken for this purpose as examples to elucidate their management of customer relationship, and further, to know whether or not the CRM is related to the results by management. This research takes the nature of the museum and the service staff that are appealing factors for customers into consideration to investigate to what extent these factors are working with the principles of CRM. The suggestion of this research will be proposed to expound the performance about the management of the museum, and the related topics. For this research, an in-depth interview technique is employed. The research subjects the administrators and the workpeople of 6 Taiwan national museums. With the information obtained from triangulation interview, an attempt is made to realize the viewpoints of each level of the workpeople of the museums. The finding of this research and analysis provides enterprises with “Customer Relationship Management (CRM)” concept which may bring a positive effect on the business performance. For non-profit organizations, this concept will help them to avoid excessively commercialized, and operate in accordance with the original mission statement when they set up the organization. Thus, CRM becomes an important topic for each administrator who wants to enhance his operational performance. It’s sure that the concept of CRM has a certain degree of influence on achieving the key performance indicator of the number of the museum visitors. However, due to the established mission statement of each museum, the workpeople of the museum always use the slogans “Services for people” or “people-oriented services” instead of CRM service spirit and concept. They are opposed to completely cite CRM concept to the museum management mode. For operational performance of non-profit organizations like museums, the service spirit and concept of CRM has a real contribution to stabilize their customer group and develop the potential market niche. At the end some opinions related to the management of museums and non-profit organizations are given for reference purpose. Keywords： non-profit organizations(NPO),core value, museum, customer relationship management (CRM), performance of the organizational management. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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