網路拍賣之顧客關係管理績效評估要素

The Performance Evaluation Factors of Customer Relationship Management of Internet Auction

顧客關係管理已經成為企業維持競爭優勢的重要方法，本研究建立衡量顧客關偉績效的構面，並且提出一套衡量顧客關係、管理績效的方法。本研究先以因素分析取得八個評估要素，再以層級分析法 (AHP) 找出八個構面的重要性權重，其中累計重要性排名前四個構面之比重達到75％以上。最後將四個重要性較高的構面，依策略階層分成三個層級的策略，由上而下擬定達成策略目標的行動方案，發展出以顧客關係管理為桔核心的績效評估系統。

CRM, for a number of businesses, is a critical approach to sustain competitive advantage. This study had established dimensions to evaluate the performance of CRM. First of all, this study acquired eight critical dimensions by factor analysis. Second, by using AHP, tried to figure out the weight of each dimension, and, according to the range of AHP, found out the most important for dimensions that are accumulated over 75% accounted for performance of CRM. Finally, used three levels of strategic hierarchy, four dimentions can be made a set of strategy and a suitable solution to upgrade the performance of CRM.