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研究生： 張建正
Chang, Chien-Cheng
論文名稱： 顧客關係之知識管理模式
指導教授： 林清河
Lin, Chinho
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業與資訊管理學系
Department of Industrial and Information Management
論文出版年： 2005
畢業學年度： 93
語文別： 中文
論文頁數： 79
中文關鍵詞： 資料包絡分析法 、顧客關係管理 、知識管理 、顧客關係之知識管理模式
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    • 　　顧客關係管理(Customer Relationship Management, CRM)是近年來相當熱門的一個研究課題，其主要為運用資訊科技、網際網路整合行銷、企劃和顧客服務，以建立顧客與企業間的互動，並提供顧客量身訂製的服務，進而有效管理顧客的關係；當中多著重於整合企業資源以創造收益。而在相關的研究當中，亦有學者提出，隨著全球競爭力的提升，企業必須改造本身的流程來因應如此的挑戰，其中一個方式便是針對在價值鏈(Value Chain)中的顧客管理流程做改善；且為了達到改善的目標，如何結合知識與顧客管理流程便成為提昇企業在21世紀競爭力的關鍵因素之一。

    　　因此，本研究主要便為探討知識管理及顧客關係管理流程之整合模式，並藉以探討顧客關係中知識管理對於企業績效之影響。在本研究建立顧客關係管理之知識管理模式中，將利用資料包絡分析(DEA)法來分析知識管理對於顧客關係管理流程的貢獻，探討並提出管理上的意函。

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    第一章緒論.............................................................. 1 1.1 研究背景與動機..................................................... 1 1.2 研究目的........................................................... 2 1.3 研究流程........................................................... 2 第二章文獻探討........................................................... 4 2.1 顧客關係管理....................................................... 4 2.1.1 顧客關係管理之定義與目的..................................... 4 2.1.2 顧客關係之發展............................................... 9 2.1.3 顧客關係管理之主要內容、範疇與流程架構...................... 10 2.2 知識管理.......................................................... 13 2.2.1 知識的定義.................................................. 14 2.2.2 知識的分類.................................................. 14 2.2.3 知識管理之定義.............................................. 16 2.2.4 知識管理之目的.............................................. 18 2.2.5 知識管理架構................................................ 19 2.2.6 知識管理價值鏈.............................................. 22 2.3 知識管理與顧客關係管理之聯結...................................... 27 2.4 顧客知識的內容與範疇.............................................. 28 2.5 知識管理及顧客關係管理之評量...................................... 30 2.5.1 知識管理之評量.............................................. 30 2.5.2 顧客關係管理之評量.......................................... 38 2.6 資料包絡分析(Data Envelopment Analysis, DEA)法....................... 40 2.6.1 資料包絡分析法的定義........................................ 41 2.6.2 資料包絡分析法之模式........................................ 41 2.6.3 資料包絡分析法之特性與限制.................................. 45 2.6.4 資料包絡分析法之相關文獻探討................................ 47 第三章研究方法.......................................................... 49 3.1 研究之觀念架構.................................................... 49 3.2 研究對象.......................................................... 49 3.3 操作性定義........................................................ 50 3.3.1 知識管理構面................................................ 50 3.3.2 顧客關係管理流程構面........................................ 50 3.3.3 績效衡量構面................................................ 51 3.4 投入與產出變項.................................................... 53 3.4.1 投入變項.................................................... 53 3.4.2 產出變項.................................................... 53 3.5 問卷設計.......................................................... 53 第四章實証研究.......................................................... 55 4.1 研究樣本分析...................................................... 55 4.2 投入產出之指標計算................................................ 56 4.3 投入產出指標之相關性分析.......................................... 56 4.4 DEA實証分析...................................................... 57 4.4.1 效率分析.................................................... 57 4.4.2 效率值檢定.................................................. 60 4.4.3 KP3 分析..................................................... 61 4.4.4 顧客價值與顧客滿意度之知識效率矩陣.......................... 66 4.5 研究結果.......................................................... 68 第五章結論及建議........................................................ 69 5.1 研究結論與建議.................................................... 69 5.2 研究限制.......................................................... 71 5.3 未來研究方向...................................................... 71 參考文獻. 73 附錄一研究問卷.......................................................... 77

    中文
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    英文
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