隨著商業環境快速改變，企業由以往追求大量生產導向、規模經濟的生產模式走向顧客導向、客製化服務的生產模式。在環境如此變動快速下，企業已無法依循過往的經營模式來獲取優勢，唯有仰賴和顧客建立更長期且密切的關係方能了解顧客真正的需求，提供客製化的產品進而提升顧客滿意，創造顧客忠誠度。 為了有系統的了解顧客，企業開始導入顧客關係管理(customer relationship management；CRM)的概念，運用顧客關係管理系統(customer relationship management system)以資料庫(data wharehouse)來匯集、整理、分析顧客資料。然而許多企業在引進CRM時，往往認為建置顧客關係管理系統即認為能掌握顧客需求。事實上，以關係為本的企業對於收集完整的顧客資訊毫無興趣，因他們知道顧客的需求是會隨時改變的(Ray McKenzie,2001)。 在此我們將以顧客的觀點，來探討CRM的成效。我們強調CRM不僅僅是以企業角度思考，亦應以顧客角度去思考。由顧客角度看企業執行CRM後，對顧客的銷售、行銷、產品與交貨、甚至客服品質服務支援活動是否有正面的提升。以企業角度思考CRM績效往往是主觀的。而由顧客角度思考CRM成效可以以更貼進顧客、更客觀的角度探討之。因此，我們將研究的焦點放在(1)探討行動通訊業者的顧客關係成效(2)探討不同行動通訊業者是否在顧客關係管理上有所差異。基於此研究目的，本研究以國內電信業者為例，進行一系列的顧客關係管理的探討，同時採用文獻探討並以顧客為問卷對象進行問卷調查，來進行資料的蒐集，研究主要的發現與建議為： 1. 本研究的整體模式配置符合可接受的模式適合度檢定水準，表示本研究的理論模型可獲得支持，故此四個變數可做用以判斷顧客關係管理成效。 2. 研究發現，CRM的四個活動僅在產品與交貨活動以及服務支援活動有顯著影響，由此證明服務有形化容易讓顧客感受的到。 3. 另外在研究也顯示，不同的行動通訊業者在不同的CRM的銷售活動、產品與交貨活動、服務支援活動是有所差異。證明每一家行動通訊公司的CRM策略是有所不同的。 Enterprises were facing environment of business change rapidly. Enterprises focused on an orientation at a great deal production and scope economic before. Now, they change and focus on an orientation at customization. Business environment is to change quickly. They could not get advantage to follow old-time business model. They must building long-time and close relationship with customers. When we understand need of customer and offer customization goods, it could be raise customer satisfaction and create customer loyal. In order to systematic understanding customer, enterprises begin to lead-in concept CRM. They lead in technique of CRM. They collect, arrange and analyze customer data using data warehouse. However, all most of enterprises think to build customer relationship management system being equal to command customer need. In fact, Focusing business of relationship are not interesting in collection complete customer information, because they know that customer need always change. So we will research CRM performance at concept of customer. We emphasize that CRM are not only to think at view of enterprise but also to think at view of customer. Did they had positive elevation in sale activity, marketing activity, production and delivery activity, and support of service activity at quality of call center when enterprises executed CRM from customer view? Enterprises always think CRM performance subjective form enterprise view. When we think CRM performance from customer view, we can consider the most next and the most objective. we will focus on: (1) Treating mobile communication industry performance at customer relationship management. (2) Treating different in customer relationship management between mobile communication firms. Additionally, this article adopts literature review and questionnaire to collect data. Research the central develop and suggestion of this article: 1. Entirely our study frame fit acceptable model fitting indices and obtain statistic support. we could use four variables to evaluate CRM performance. 2. We find only activity of production & delivery and activity of service support has being effected by people at this article. We prove customer satisfaction arising when service formalization. 3. In the other word, between different mobile communications have different CRM strategy. They have different at sale activity, production & delivery activity, supporting of service activity. At this article prove every mobile communication has different CRM strategy.
