A Study of Customer Relation Management on the Basis of Customer’s Value and Loyalty within E-Shop

• Main Authors: Tao Yu Wen, 陶裕文
• Other Authors: Huang Kuang Chung
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/17144471238902525819

碩士 === 開南大學 === 企業與創業管理學系 === 98 === Alone with the popularity of internet utilization, E-shop has been dominated. Accounting to the Institute for Information Industry, by the end of 2009 the value of E-shop in Taiwan will reach NTD 250 billion. Within the competitive market place, customers should act not merely as the customers alone; they should also act as the competitor, the producer, and the information provider. Meanwhile, the owner of E-shop should not only focus on how to keep the existed customers but to create the new ones in order to pursue their ultimate goals. Previous studies were more related to qualitative research, this research, on the contrary, places more emphasis on quantitative research. By applying Decision Making Trial and Evaluation Laboratory (DEMATEL) methodology, this research is to identify the key performance indicators and their relations of customer relation management in terms of customer value and loyalty. Further it is to provide a new approach for E-shops in decision making. This research, firstly, is tried to conclude a general accepted customer relation management framework, includes customer loyalty, product function, and customers’ value added, of E-shop through literature review. Secondly, it focuses on the investigation of the relative importance of the identified factors within suggested framework and the effects of been affected among one another and to solve the deficiency of previous studies. The end, this research has found that security and privacy previous took into account were no longer placed as the first priority. Instead, customers are more concentrated on internet interactions and customer’s value added. Also, the E-shop has been accepted more by the customers. In addition, customers spend more time on web search and waiting for their merchandise delivery are the keys that affect their satisfaction the most.