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    請使用永久網址來引用或連結此文件: http://ir.lib.ksu.edu.tw/handle/987654321/8767


    題名: 知識鏈與顧客關係管理對服務品質的影響;The Impact of Knowledge Chain and Customer Relationship Management on Service Quality
    作者: 郭芷妤;Chin-yu kuo
    日期: 98
    上傳時間: 2010-02-25 16:57:43 (UTC+8)
    摘要: 碩士 Master;資訊管理學系碩士班Master of Information Management:由於產品和服務內容的複雜化,使得現今的企業經營者所必須面對的顧客資訊,遠比過去來得多。為了強化與顧客的關係,企業與顧客間關係的經營自是相當重要。企業與顧客間的關係經營愈好,品質越高,那麼企業將愈能精確預測顧客行為,故如何獲取符合使用者需求的顧客知識,以助於提昇組織內顧客關係管理活動的進行,已成當務之急。因此,本研究以知識鏈、顧客關係管理及服務品質等三個構面為基礎,同時藉由相關文獻探討與問卷調查法為工具,以深入瞭解知識鏈與顧客關係管理對服務品質的影響。 本研究主要發現與建議: 1.知識鏈對服務品質與顧客關係管理均有顯著影響,這表示企業可應用知識鏈來增進顧客關係管理,以提升其服務品質。 2.知識鏈中的知識內化因素對服務品質與顧客關係管理有顯著的影響,所以企業應提供員工適合的學習環境與訓練機制,進而增進員工服務顧客所需的知識,以提升企業的服務品質。 3.知識鏈中的知識外化因素對服務品質與顧客關係管理有顯著的影響,所以企業若能建立獎酬制度,並營造樂於分享的組織文化,使得顧客知識能充分流通擴散,那麼將有助於企業與顧客關係的維繫。 4.顧客關係管理中維繫因素對服務品質有顯著的影響,所以企業應建立良好的維繫與關懷顧客的管道,並藉由良好的售後服務,以增加顧客的滿意度與忠誠度。;Due to the complication of products and service, the enterprise has to handle much more information from the customers than before. As a result, it is very important to well manage and strengthen the relationship between the enterprise and its customers. The more control of the relationship between the enterprise and its customers, the higher precision of predictability of the customer behavior. Therefore, how to acquire customer knowledge which matches the user’s requirement to help the progress and to accelerate the execution of customer relationship management has become an urgent issue. Hence, based on knowledge chain, customer relationship management and service quality, this study used the literature review and questionnaire to explore the impact of knowledge chain and customer relationship management on the service quality. The major findings and suggestions are yielded and summarized as follows: 1. The knowledge chain is significantly affected the customer relationship management and service quality; which means that enterprise can apply the knowledge chain to enhance the relationship with their customers and to improve their service quality. 2. The knowledge internalization of the knowledge chain is significantly affected on service quality and customer relationship management. Hence, the enterprise should provide appropriate learning environment and training mechanism for employees to reinforce the customer knowledge which employee’s requirement. Furthermore, they can improve their service quality. 3. The knowledge externalization of the knowledge chain is significantly affected on service quality and customer relationship management. Thus, it will be help to sustain the relationship between the enterprise and customers, if the enterprise could set up compensation scheme and develop the organization culture which contain share and then make customer knowledge dispersion. 4. The retention factor of customer relationship management is significantly affected the service quality. Thus, in order to increase customer satisfaction and loyalty, the enterprise should establish firm retention and a way to take care of their customers.
    關聯: 90
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