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|Other Titles: ||Application of electronic mobile system on customer relationship management|
|Authors: ||王凱庭;Wang, Kai-Ting|
|Keywords: ||企業e化;顧客關係管理;Electronic Mobile System;Customer Relationship Management.|
|Issue Date: ||2014-01-23 13:52:03 (UTC+8)|
Living in the rapid growing society of information and communication technology, more and more people rely on the communication device and enjoy the convenience brought by the technology advance.
In the era of rapidly changing business environment, enterprises are constrained by limited resources and struggle to survive the pressure. Hence there is an increasing tendency among enterprises to focus on the development of electronic mobile system as one of their core competencies. A lot of enterprises promote electronic mobile system by means of PDA, smart phones and other communication devices, to name but a few.
The purpose of this study aims to investigate the current status of the consumers’ habits and behavior in employing electronic mobile systems. With an understanding of the effect on customer relationship management, managers would be able to realize the impact of electronic mobile systems offered by the enterprises and of the interaction between the enterprises and their customers
There are 162 copies of questionnaires retrieved out of 164 copies of questionnaires distributed. The overall response rate is 99%. Regression is employed to analyze the data. The variables investigated in this study include:
consumers’ perception to enterprises’ application of electronic mobile system to handle customer relationship management
the effect of customer relationship management
Of all the variables, consumers’ perception to enterprises’ application of electronic mobile system is the independent variable, consumers’ satisfaction and consumers’ loyalty are dependent variables, and the effect on customer relationship management is the intervening variable.
Results are as the followings,
The more electronic mobile system is applied to the interactions between enterprises and their customers, the more the impact on customer relationship management and consumers’ satisfaction.
The correlation between the effect of customer relationship management and the interaction between enterprises and consumers is statistically significant.
The more the electronic mobile system is applied by enterprises, the more the interactions between the enterprises and their customers and hence, the higher of consumers’ loyalty.
Results of this study suggest practical implications. The application of electronic mobile systems would establish the interaction between the enterprises and their customers. Furthermore, the use of electronic mobile systems could enhance consumers’ satisfaction and consumers’ loyalty. Through a carefully designed electronic mobile system, enterprises could obtain more information regarding how to apply the system to make it more beneficial to both the enterprises and their customers.
|Appears in Collections:||[管理科學學系暨研究所] 學位論文|
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