| dc.contributor.advisor | 王文英 | zh_TW |
| dc.contributor.author (作者) | 侯亞君 | zh_TW |
| dc.creator (作者) | 侯亞君 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 11-九月-2009 17:29:45 (UTC+8) | - |
| dc.date.available | 11-九月-2009 17:29:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 17:29:45 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0095353033 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30229 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 會計研究所 | zh_TW |
| dc.description (描述) | 95353033 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 為因應激烈之市場競爭，企業需提供更優質之服務以滿足顧客需求，而CRM及顧客資本為一有效工具，能協助企業提升競爭力。惟面對不同之顧客型態，可能亦應發展出不同之顧客資本累積及CRM活動設計，以滿足顧客真實需求。故本研究在了解因顧客型態不同所導致之顧客資本及CRM活動重點各為何及是否有所差異。 本研究藉由深度訪談個案公司熟知行銷相關活動之高階主管，了解其針對不同型態顧客所設計之顧客資本指標重點及主要CRM活動，分析其異同做一探討，並輔以問卷發放，做為個案公司相關人員對於顧客資本指標的重要性認知之佐證。 研究結果驗證：(1)企業面對不同顧客型態所共同重視之顧客資本有八個因素構面，然其重要性程度略有差異，因素構面重要性程度達顯著差異者有三項。(2)企業所關注之顧客資本重點不同，會進一步影響其CRM活動重點及資源投入程度，而產生差異。 | zh_TW |
| dc.description.tableofcontents | 壹、緒論 1 一、 研究動機 1 二、 研究目的與問題 2 三、 研究流程 4 貳、 文獻探討 6 一、 顧客資本 6 二、 顧客關係管理(CRM) 16 三、 顧客型態與顧客資本及CRM之關係 22 四、 研究延伸—問卷初稿之初步設計 23 參、 研究設計 30 一、 觀念性架構 30 二、 研究方法 31 三、 研究對象 32 四、 資料蒐集及分析方式 34 肆、 個案公司概況及問卷定稿 36 一、 公司概況與組織架構 36 二、 企業實地訪談結果 39 三、 問卷定稿 46 伍、 個案公司重要顧客資本指標及CRM活動重點分析 47 一、 重要顧客資本指標分析 47 二、 CRM活動重點 62 陸、 結論與建議 73 一、 研究結論 73 二、 研究建議 74 三、 研究貢獻 77 四、 研究限制 77 參考文獻 79 附錄 研究問卷 82 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095353033 | en_US |
| dc.subject (關鍵詞) | 顧客資本 | zh_TW |
| dc.subject (關鍵詞) | 顧客關係管理 | zh_TW |
| dc.subject (關鍵詞) | 顧客型態差異 | zh_TW |
| dc.title (題名) | 顧客型態及顧客資本與CRM關係之個案研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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