研究生: |
施信任 HSIN-JEN SHIH |
---|---|
論文名稱: |
電話行銷系統發展對顧客關係管理影響分析 The Impacts of Telemarketing System Development on Customer Relationship Management |
指導教授: |
周子銓
Tzu-Chuan Chou |
口試委員: |
陳昭蓉
none 羅乃維 none |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 資訊管理系 Department of Information Management |
論文出版年: | 2010 |
畢業學年度: | 98 |
語文別: | 中文 |
論文頁數: | 63 |
中文關鍵詞: | 顧客關係管理 、客戶服務中心 、電話行銷 、行動研究 |
外文關鍵詞: | Customer Relationship Management, Call Center, Telemarketing, Action Research |
相關次數: | 點閱:301 下載:14 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
近年來,由於科技日新月異,帶動網路時代來臨,網際網路的發展與運用,讓人與人之間的溝通沒有距離。資訊的快速交流,使得消費者意識抬頭,顧客已走出傳統被動角色,成為主動參與者和企業價值的共同創造者。因此,如何在這個創新經濟的時代,滿足既有顧客需求,並且吸引新的顧客,進而獲取與維繫顧客關係,是企業所面臨的共同課題。顧客關係管理的理念與需求,以及為顧客提供全方位或個人化服務的客戶服務中心,因應而生。
而藉由資訊科技的進步,企業的思維,也從傳統被動單純的客戶服務,轉變到主動出擊的客戶關懷,甚至行銷。因此,電話行銷便成為多元化行銷通路中重要的一環,並在國內競爭激烈的市場環境,創造無數的佳績。
本研究是以單一個案的方式,對A公司相關包含資訊部與使用者部門等人員,進行資料蒐集與訪談,了解該公司電話行銷系統發展的歷程,並運用行動研究的理論與方法,亦即問題分析、擬定方案、執行、評估與學習等階段的循環,分析A公司電話行銷系統經歷了四個階段的進化與發展,以及在每個發展階段,對顧客關係管理有什麼樣的影響與衝擊。藉此了解在一個典型以電話行銷作為主要業務通路的壽險公司,電話行銷系統的發展,有哪些策略思考的過程,又會經歷的困難與阻礙,以及對顧客關係管理產生哪些變革。期望對未來電話行銷中心的營運以及電話行銷系統的發展及跟顧客的關係,能更精實進步。
In recent years, rapid advancements in technology driven Internet era, the development and utilization of the Internet let communication without distance between people. Rapid exchange of information, also making consumers more conscious and have been out of the traditional passive role as active participants and co-creator of business value. Therefore, how to meet the needs of existing customers and attract new customers, and then obtaining and maintaining customer relationships is a common issue facing companies in this innovation economy era. Customer relationship management concepts and needs, and call centers which provide customers with comprehensive personalized services come to all.
And by the progress of information technology, business thinking was also changed from the traditional reactive customer service to proactive customer care, and even marketing. Therefore, telemarketing has become an important marketing channel in the competitive domestic market and creating significant business contribution.
In this research, we used a single case study approach, and conducted data collection and interviews to A company including Information Technology and user departments about the company telemarketing system development history, and using the action research method, which problem analysis, action plan, implementation, evaluation and learning phases, to consolidate A company telemarketing system development through four stages of evolution, and how they impact to customer relationship management. This is also to understand a typical life insurance company which relies on telemarketing business as the main sales channel, how does their telemarketing system development, with what kind of strategic thinking, and experienced the difficulties and obstacles, as well as bring what kind of change to customer relationship management. Wish the future telemarketing call center operation and telemarketing system development and the relationship with customer will become more advance.
一、中文部份
1. Andrew P. Johnson 著/朱仲謨譯,行動研究導論A Short Guide to Action Research,五南文化事業,2006年10月。
2. Jean McNiff and Jack Whitehead 著/朱仲謨譯,行動研究理論與實作Action Research Principles and Practice (Second Edition),五南文化事業,2004年5月。
3. Jill Dyche著/陳曉開譯,顧客關係管理手冊The CRM Handbook,台灣培生教育,2003年1月。
4. Yin, R. K. 著/周海濤、李永賢、張蘅譯,個案研究設計與方法Case Study Research Design and Methods (Third Edition) ,五南文化事業,2009年11月。
5. 李明德、曾俊欽,科技客服 - 客服中心的系統建置,台灣培生教育,2003年2月。
6. 高子欽,魅力客服¬ - 客服中心的人員管理,台灣培生教育,2003年2月。
7. 曾世忠,效率客服 - 客服中心的程序規劃,台灣培生教育,2003年2月。
8. 葉立宸,資訊系統統包方案協同治理-以台北捷運公司為例,國立台灣科技大學資訊管理研究所論文,2009年6月。
9. 湯宗泰、劉文良,顧客關係管理導論與運用(二版),全華圖書,2008年2月。
10. 薛博元,以組織能力觀點探討客服中心之運作機制,國立台灣科技大學資訊管理研究所論文,2007年6月。
11. 鄭增財,行動研究原理與實務,五南文化事業,2006年6月。
12. 劉文良,顧客關係管理,碁峰資訊,2008年6月。
二、英文部份
1. Kurant, G. L. (1988), “Telemarketing can help agents make money”, Life, health and financial services, Vol. 26, p24-32.
2. McNiff, P. (1988), “Action Research: Principle and practice”, London, MacMillan Education.
3. Reichheld, F. F. and Sasser W. E. (1990), “Zero Defections: Quality comes to Services”, Harvard Business Review, 68(5), p105-111.
4. Wayland, R. E. and Cole, P. M. (1997), “Customer Connections: New Strategy for Growth”, Harvard Business School Press.
5. Zikmund, W. G., McLEOD, R. Jr., Gilbert, F. W. (2002), “Customer Relationship Management: Integrating Marketing Strategy and Information Technology”, New York: Wiley.