| 摘要: | 客服中心出現於二十世紀七零年代，其任務由服務熱線，演化至今已有撥入、撥出、服務、銷售等多種組合，企業對於客服中心的要求已從「成本中心」變為「利潤中心」及「效益中心」。客戶對於客服中心的認知，也從一種新服務管道轉換為不可或缺的資訊中心，本研究欲了解變化迅速的環境下，顧客購買意願與金融業客服中心功能的相關研究。
本研究透過流程觀點，將客服中心功能分為：接觸效率面、資訊作業面、行銷分析面三個不同功能，加入信任、購買涉入程度等干擾變數，分析對於顧客購買意願的相關研究，最後得到以下結果：
一、 客服中心功能與顧客購買意願最明顯的相關項目為：「接觸效率面」，客服中心對環境變化影響客戶接觸管道需保持警覺；例如電話可能為新的通訊工具取代，及持續簡化流程提升效率，較能影響顧客提升購買意願。
二、 性別、年齡、教育程度、職業等人口統計變項，對於顧客購買意願唯一具明顯相關因素為「年齡」，年輕的族群較能接受客服中心作為銷售管道。
三、 受訪者對於客服中心「協助解決問題」的能力較為信任。
四、 顧客購買意願明顯與購買涉入程度相關。
Call center 70 in the era of the twentieth century, and its task by the service hotline, evolution has been transferred, allocated, service, sales and many other combinations, enterprise customer service center for the request from the "cost center" into a "profit Center "and" effective center. " Customers for the call center, a new service from the pipeline is converted to essential information center For this study, rapidly changing environment, the customer wishes to purchase and call center functions of the financial services industry related research.
In this study, the view through the process, call center functions will be divided into: the efficiency of surface contacts, information operations side, marketing analysis of three different facial features, join the trust, the purchase of variables involved in the degree of interference, analysis of the wishes of the customer research, and finally give the following findings:
First,A function of call center and customer wishes to purchase the most obvious related projects as: "the efficiency of surface contact", call center customer change impacts on the environment need to remain vigilant channels; such as telephone may be replaced by new communication tools, and continuing to streamline processes to enhance efficiency, than can affect the customer wishes to upgrade to buy.
Second, gender, age, education level, occupation and other demographic variables, for the wishes of customers to buy the only factors significantly associated with "age", the younger group than the call center can accept as a sales pipeline.
Third, the respondents for the call center "to help solve the problem" more confidence in the ability.
Fourth, the customer wishes to purchase significantly associated with the purchase of involvement. |
