| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 96 === 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.
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