顧客關係管理策略發展分析模式

An Analytic Model for Developing Strategies of Customer Relational Management

顧客關係管理的相關研究，不是在探討顧客關係利益影響關係承諾與顧客滿意度，就是在研究企業如何利用關係連結策略增加顧客忠誠度，但缺乏結合兩者的顧客關係管理工具的研究。故本研究以顧客關係利益和關係連結策略建立模糊關聯矩陣，並藉由品質機能展開法的展開過程作為模式建構概念，來建立顧客關係管理策略發展分析模式。本研究以H百貨公司為實證對象，經由模式運作結果，顯示本模式可作為公司定期追蹤與檢測顧客關係管理表現的管理工具，提供管理者在評估與選擇顧客關係管理策略時，能夠考量到顧客關係利益與企業關係連結策略的搭配性，以提昇顧客滿意度與忠誠度。

The study of customer relationship management (CRM) used to discuss either how the relational benefit influenced the customers' promises and the customers' satisfaction, or how companies utilized relational bond strategies to increase customers' loyalty. However, an ideal CRM management tool by incorporating these two concepts has not been developed. Thus, in this study, we propose an analytical model for developing customer relationship management strategies. Based on quality function deployment, our model constructs a fuzzy relational matrix to integrate the customer relational benefit and the relational bond strategies. The H Department Store is adopted in this study as an empirical case, and the result shows that our model could serve as a managerial tool of the company to track and examine the performance of CRM systematically and regularly. Furthermore, our model also could help managers to deal with the fitness between the customer relational benefits and the relational bond strategies when evaluating and selecting CRM strategies to strengthen customers' satisfaction and loyalty.