本文主要就客戶關係管理(Customer Satisfaction Management, CRM)的策略作為研究，內容包括策略、操作及分析，以做為企業發展及應用CRM服務策略的參考。客戶關係管理可以區分為策略性客戶關係管理、操作性客戶關係管理及分析性客戶關係管理。策略性客戶關係管理強調公司策略的發展及客戶價值的創造，操作性客戶關係管理著重於客戶溝通管道的建構，分析性客戶關係管理則是針對客戶資料的收集與分析。本研究調查策略性、操作性及分析性客戶關係管理策略對於台灣半導體設備商的客戶滿意度及公司效能的影響。本研究調查包含了銷售、行銷和售後服務人員。結果發現客戶關係管理策略包含策略性、操作性及分析性客戶關係管理策略對於客戶滿意度和公司效能具有影響力。而客戶滿意度作為一個媒介在策略性、操作性、分析性客戶關係管理策略及公司效能之間則具有部分媒介的現象。整體而言，策略性、操作性及分析性客戶關係管理策略均能有效的提升公司的客戶滿意度及效能。

Semiconductor equipment suppliers play a key role within the supply chain of the semiconductor industry. In Taiwan, most suppliers are an agency or subsidiary which relies on maintaining a good relationship with their customers to increase benefits to the firm. Therefore, an effective customer relationship management strategy is very important to adopt.
The purpose of this research is to use customer relationship management (CRM) as an independent variable and firm performance as a dependent one. CRM strategies can be distinguished into strategic, operational, and analytical ones. Strategic CRM emphasizes the development of a firm’s strategy and value creation. Operational CRM aims to construct channels between the firm and customer. Finally, analytical CRM attempts to build a customer database and perform data analysis. This study explored the impact of strategic, operational, and analytical CRM on firm performance in Taiwan’s semiconductor equipment suppliers. By surveying service, marketing, and sales staff within the industry, this study finds that the strategic, operational, and analytical CRM strategies have a positive influence on both customer satisfaction and firm performance. This study also evaluated the mediating effects of customer satisfaction with regard to strategic, operational, analytical CRM, and firm performance. The results suggest that customer satisfaction functions as a partial mediator between the CRM strategies and firm performance. The overall results show that the strategic, operational, and analytical CRM strategies are able to provide a number of benefits to the semiconductor equipment suppliers, including improved customer satisfaction and firm performance.

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