服務業關係行銷發展之探討

The Development of Relationship Marketing in Service Industry

本研究旨在探討國內服務業在關係行銷發展上，顧客資料庫活動與關係行銷發展的相關性，以及服務業企圖以顧客資料庫的資訊科技輔助關係行銷發展之際，組織相關資源的投入與顧客資料庫活動之間的關聯性。研究結果發現：人力資源中的所有變數、資訊科技資源中的所有變數，以及組織資源中的大部分變數，均對顧客資料庫活動造成顯著的影響；而顧客資料庫活動與關係行銷之發展的確呈現正向關係，且關係行銷與組織績效亦呈正向關係，但資料庫活動與組織績效並無直接關係。

This paper attempts to examine the relevance between relationship marketing and customer database in the service industry. It also probes the complementary resources that could promote customer database activities. The results indicate that all the variables in human resources and information technology have positive effects on customer database activities, and most of organization resources also have the same effects on these activities. Customer database activity is the necessary condition to the development of relationship marketing. In addition, the higher the relationship marketing development is, the more the organization performance improves. However, there is no direct relationship between customer database activity and performance.