Discussion on Customer Relationship Management in Equipment Industry-A Case of the Hydraulic Equipment Company
| Autor: | WANG, WEN-YI, 王文義 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 The manufacturing industry has entered a highly competitive multi-market, and it is inevitable for globalization and internationalization. Customer service will become a competitive advantage for firms to survive. Establishing a good relationship with customers can enhance customer loyalty, customer satisfaction, customer value in order to pursue the profit. Therefore, customer relationship management (CRM) is gradually paid attention by SMEs. In particular, equipment manufacturers in traditional manufacturing industries have to turn to think international industrial development for enhancing their competitiveness. The purpose of this study is to explore the service quality of the hydraulic equipment industry, to identify service gaps that have not yet been met, and further investigate a feasible customer relationship management model for the hydraulic equipment industry. This study uses the case study method to achieve research purpose by interviewing T firm and its two main customers (F firm and Y firm. The study found there are mainly gaps between customer expectations and business managers' expectations, and service performance gap in the five service quality gaps. If managers fail to understand customer expectations and set the service standards, they will not be able to maintain customer loyalty. Another finding is that there are two differences between the two customers in the CRM, including the customer database and segment for customers. The hydraulic equipment firms need a good tool to establish detailed customer information and customer segmentation for competitive advantage. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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