台湾烟酒公司高雄营业处以内外顾客满意度探讨顾客关系管理之研究(1)

II度理III2004.05.13.1.2.3.4.5.6.7.8.9.10.11.18AStudyonCustomerRelationshipManagementThroughtheInvestigationofInteriorandExteriotCustomerSatisfactionIndexinKaohsiungOperationCenterofTaiwanTobacco&LiquorCorporationAbstractBecauseTTL(TaiwanTobacco&LiquorCorporation)hasmonopolizedthedomesticmarketoftobaccoandliquorforalongtime,theoperatingattitudefocusesmainlyondistribution.Howtoadjustthemanagementtacticsandremoldthestaffwithcorporatizationalconceptbecomesthecriticalpointformakingatransition.Therefore,throughtheprobeofinteriorandexteriotCSI(CustomerSatisfactionIndex)inKaohsiungOperationCenterofTTLtoinvestigatetheCRM(CustomerRelationshipManagement),wehopetoproposesuggestionsbasedontheresearchresults.ViapromotingtheCRMmechanism,thecorporationcanofferhighqualityproductorservice,soastofulfilltheenterprisemissionandthegovernmentpolicyofprofit-making,andmoreover,thegoaltorealizethecorporatesocialresponsibilityandachievesustainabledevelopment.Throughcollectingandanalyszingmaterialsbymeansofliteraturestudyandquestionnaireinvestigation,theresearchobtainsthefollowingconclusion:1.WithrespecttoCustomerSatisfaction,thebestratingfallsonoperatingachievementsandgeniality;2.IntheaspectofCustomerManagement,customersegmentationandtargetedcustomerreceivethehighestrating;3.Mutualrelianceandpublicpraiseearnthebestratingintheaspectofcustomerservice;4.Serviceranksthehighestinprovidingcustomervalue;5.Marketsharewinsthebestscoreinpromotingvalueaddedforcustomer;6.Amongnewstaff,satisfactiongoestopublicpraiseandthecomplementarydistributionsystem;7.Staffwithlesseducationismoresatisfiedwithcustomerrelationship,highvalueinC/Pandreturningandexchanginggoods;8.Whatseniorretailersconcernisthecorporateimage;9.ThebigretailersarerelativelysatisfiedwithCRM;10.Consolidatetheresponsibilityforregionaloperationandconstructprospectofenterprisedevelopment;11.Setupmarketcompetitionorderandprotectthehealthrightsandinterestsofthosewhoareundertheageof18.Keywords:CustomerRelationshipManagement,CorporateSocialResponsibility,CustomerSatisfaction,CustomerValue,ServiceQualityI.......................................................................................................11.1...................................................................................................11.2...................................................................................................11.3...................................................................................................31.4...................................................................................................3..............................................................................................52.1..........................................................................................52.2................................................................................................172.3...........................................................................................212.4...........................................................................................242.5.......................................................................................272.6................................................................................................30...........................................................................................353.1................................................................................................353.2................................................................................................363.3................................................................................................373.4.......................................................................................383.5..........................................................................393.6................................................................................................433.7.......................................................................................483.8................................................................................................49..............................................................................514.1.................................................................514.2....................................................634.3.......................................724.4.............................111II4.5..............................................1204.6............................................................................121.....................................................................................1275.1..............................................................................................1275.2..............................................................................................1345.3..............................................................................................138III...................................................................................