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研究生： 黎潘雪瓊
Quynh, Le-Phan-Tuyet
論文名稱： How Cultural Dimensions Impact on Personalized Service of Customer Relationship Management: An Empirical Study of Automobile Industry in Taiwan and Vietnam
How Cultural Dimensions Impact on Personalized Service of Customer Relationship Management: An Empirical Study of Automobile Industry in Taiwan and Vietnam
指導教授： 賴孟寬
Lai, Meng-Kuan
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2008
畢業學年度： 96
語文別： 英文
論文頁數： 96
外文關鍵詞： Customer Retention, Customer Loyalty, Customer Delight, CRM Personalized Service, CRM, Power Distance, Cultural Dimension
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    • This study examined how Power Distance of cultural values impact on Customer Relationship Management in automobile industry in Vietnam and Taiwan. Specifically, it emphasized (1) the relationship and influence of Power Distance on CRM Personalized Service, and (2) the relationships among CRM Personalized Service, Customer Delight and Customer Retention.
    Six research questions and seven hypotheses were developed with five constructs: Cultural Dimension, CRM Personalized Service, Customer Delight, Customer Loyalty, and Customer Retention. Data were collected from automobile owners of Vietnam and Taiwan. The results show that Power Distance does significantly impact on CRM Personalized Service. Seven hypotheses were supported. Based on the findings, this study gave research academic and managerial contributions. Plus, limitation and future research recommendation were also concluded.

    ACKNOWLEDGEMENTS ................................................................................................. I ABSTRACT ........................................................................................................................ II TABLE OF CONTENT ..................................................................................................... III LIST OF TABLES ............................................................................................................. VI LIST OF FIGURES ........................................................................................................ VIII CHAPTER ONE .................................................................................................................. 1 INTRODUCTION ............................................................................................................... 1 1.1 Research Motivation .................................................................................................. 1 1.2 Research Purpose ....................................................................................................... 2 1.2.1 Why Customer Loyalty? ...................................................................................... 2 1.2.2 Cross Cultural Effects on Customer Relationship Management ........................ 4 1.3 Research Process ........................................................................................................ 5 CHAPTER TWO ................................................................................................................. 7 LITERATURE REVIEW .................................................................................................... 7 2.1 Brief Picture of Automobile Industry ........................................................................ 7 2.2 Customer Relationship Management (CRM) ............................................................ 9 2.3 Customer Satisfaction and Customer Delight .......................................................... 15 2.4 Customer Loyalty..................................................................................................... 18 2.5 Customer Retention…………………………………………………….………… 19 2.5.1 Differentiate customer loyalty and customer retention………………………….20 2.6 Dimension of Cross Cultural Nations ...................................................................... 21 2.7 The Interrelationship among Research Constructs and Research Hypotheses ........ 25 2.7.1 The Interrelationship between CRM and Cultural Effects ............................... 25 2.7.2 The Interrelationship between CRM and Customer Loyalty ............................ 28 2.7.3 The Interrelationship between Customer Delight and Customer Retention ..... 30 2.7.4 The Interrelationship between CRM and Customer Retention ......................... 33 2.8 Conceptual Model .................................................................................................... 34 CHAPTER THREE ........................................................................................................... 36 RESEARCH DESIGN AND METHODOLOGY ............................................................. 36 3.1 The Constructs’ Measurement and Operationalization Variables ........................... 36 3.1.1 Measurement of Cultural Values ...................................................................... 36 3.1.2 Measurements of Customer Relationship Management, Customer Delight, Customer Loyalty and Customer Retention ............................................................... 37 3.2 Questionnaires Design ............................................................................................. 38 3.3 Steps of collecting data ............................................................................................ 40 CHAPTER FOUR .............................................................................................................. 41 RESULTS .......................................................................................................................... 41 4.1 Data Handling and Coding ...................................................................................... 41 4.2 Descriptive Tests…………………………………………………………………..43 4.3 Correlation Coefficient of Cultural Dimension ....................................................... 45 4.4 Factor Analysis ........................................................................................................ 47 4.5 Reliability Test ......................................................................................................... 50 4.6 Hypotheses Tests…………………………………………………………………..58 4.7 Other Analyses ......................................................................................................... 65 CHAPTER FIVE ............................................................................................................... 68 RESEARCH CONCLUSION ............................................................................................ 68 5.1 Overview of Research .............................................................................................. 68 5.2 Research Contribution ............................................................................................. 70 5.2.1 Academic Contribution ..................................................................................... 70 5.2.2 Managerial Contribution .................................................................................. 71 5.3 Limitations ............................................................................................................... 72 5.4 Future Research and Suggestions ............................................................................ 73 REFERENCE..................................................................................................................... 74 Appendix- 1: Questionnaire in English .......................................................................... 80 Appendix- 2: Questionnaire in Vietnamese ................................................................... 86 Appendix- 3: Questionnaire in Chinese ......................................................................... 92

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