The Study of Key Success Factors with Implement CRM-Practical Application of Car Industry

• Main Authors: Jesse Lin, 林風旗
• Other Authors: 王建彬
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gex8c8

碩士 === 國立臺北科技大學 === 車輛工程系 === 106 === Taiwans auto market has been developing for more than 50 years.With the rapid growth of auto sales, only the pure pursuit of sales quantity in the early days. In addition to the pursuit of good product quality, high-quality of sales and after-sales are also the customers choice. Nowadays, with the development of information and the popularization of the Internet, the competition in the automobile market is very fierce. For the automobile industry in Taiwan, how to create stable and lasting corporate income as annual sales of new cars can not be effectively expanded in order to maintain enterprise survival and long-term profit was even more important. In the face of the highly competitive auto market, the profitability of the automobile industry has become even more difficult. The cost of developing a new customer is extremely high and constant investment is not only costly but also difficult to assess the benefits. Reducing the rate of customer churn can be increased business profit. Therefore, in recent years, vehicle manufacture and car importer have started to inplement Customer Relationship Management (CRM), which uses computerized information management systems and tools to process the large and complex information generated from sales process or service process into computer system to do effective management and application, in order to improve or enhance the relationships between company and customer, hoping to stabilize or increase the customer’s loyalty to company, in order to increase long-term customer profitability. In this study, the representative from car importers and local manufactures, school professors and other experts in the domestic automobile industry are investigated as research subjects and the data are collected by unnamed means. The collected empirical data are analyzed using Analytic Hierarchy Process (AHP) to find out the relative weight of each key factor. The findings show that the key success factors for the automotive industry to implement customer relationship management is strategy, the highest weights for the overall sample, followed by the organization, applications, processes, data and technology. In addition, the overall analysis of the sub-factor assessment indicators in order of weight from high to low in order are clear and specific customer strategy, customer value emphasis on the business model, effectively control the scope of the project, the scale and sustainability of enterprises, long-term Budgeting and senior management support and commitment etc. which six key success factors for the automotive industry into customer relationship management.