保險專刊

作者:黃義俊(Yi-Chun Huang) 趙清遠(Ching-Yuan Chao)

顧客關係管理與績效:以壽險業為例A Study of the Relationships on Customer Relationship Management and Performance-

在競爭日趨激烈的經營環境中,壽險業為能增強及持續競爭優勢,積極加強顧客關係管理系統實施為首要。緣此,本研究乃結合顧客資訊系統能耐、動態顧客關係管理的構念,探討其與顧客關係管理績效的關聯性。本研究利用複迴歸分析結果顯示:(1)資訊品質、傳佈能力對顧客忠誠、維持有顯著正向影響;而分享能力則會顯著正向影響顧客忠誠。(2)資訊品質與分享能力會顯著正向影響動態顧客關係管理階段中的關係獲得、關係維持。(3)關係維持會顯著正向影響顧客忠誠和顧客維持。
關鍵字:顧客資訊系統能耐、動態顧客關係管理、顧客關係管理績效
Abstract
The competition of life industry in Taiwan is extremely intense right now; applying the system of customer relationship management would be the primary to strength the competitive advantages. Therefore, this research combines the constructs of Customer Information System Competency and Dynamic Customer Relationship Management to deeply explore the relationships among above constructs and Customer Relationship Management Performance. According to the Multiple Regression, the results are listed as below: (1) The quality and dissemination have significantly positive influences on customer loyalty and retention. Furthermore, the customer loyalty is positively influenced by the ability of sharing. (2) The quality and ability of sharing have significantly positive influences on relational acquisition and maintenance. (3) The relational maintenance has significantly positive influences on customer loyalty and retention.
Keywords: customer information system competency, dynamic customer relationship management, customer relationship management performance
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