A Study on Determinants of Customer Relationship Quality：The Example of Taiwan Mobile Communication Industry

• Main Authors: Hsiao-Chi Wan, 萬曉琪
• Other Authors: Maw-Liann Shyu
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/97594769756759028506

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 89 === Customers are the profit sources of running business. How to keep customers’ loyalty is the key challenge in the marketing field. In the recent years, researches have found that business can raise customer relationship quality by effectively managing customer base. Most literature considers both the service interface and service resource as major factors of affecting relationship quality. As for the program of CRM (Customer Relationship and Management), the relationship quality was defined by business profitability rather than from customers’ viewpoint; therefore, this research improves this deficiency and considers customer perceived benefit as the core of CRM. Taking Taiwan mobile communication industry as an example, we discuss how service interface and service resource affect relationship quality and the moderating role of customer benefits. In the aspect of research design, this research divides geographic areas in Taiwan – north, central, and south as three strata for stratified random sampling. Totally 1200 questionnaires were sent out, and 459 effective questionnaires were received. By using STATISTICA, AMOS, and SPSS as statistical analysis tools, ANOVA analysis and structural equation model were executed, in order to find out the determinants of customers relationship quality. Based on above analysis, the results of hypothesis testing are as follows: 1.Service interface was positively associated with customer benefit. 2.Service resource was positively associated with customer benefit. 3.Customer benefit was positively associated with relationship quality. 4.Service interface was positively related to service resource. This research makes the following conclusions: 1.The duration of keeping the mobile phone number affects the customer benefit and relationship quality. 2.Both the service interface and service resource, moderated by customer benefit, affect the relationship quality. 3.The service interface and service resource are mutually related. Thus, this research provides the following suggestions for Taiwan mobile communication industry: 1.It is necessary to adopt the differential strategies in customer relationship management process. 2.It should be focused on the customer benefit in customer relationship management. 3.It should be considered the service interface and service resource at the same time rather than be considered the either one. 4.The industry shall actually understand what customers need prior to designing the service interface and service resource. 5.The suggestions about designing the service interface and planning the service resource are also provided. These suggestions will be very helpful for mobile communication industry to plan service resource and design a better service system.