Summary: | 碩士 === 國立中正大學 === 資訊管理學系 === 89 === The cost of soliciting a new customer is said to be 6~9 times as much as keeping old one. Thus, Customer Relationship Management (CRM) that can help retain customers, increase customer value, and improve the effect of operation has become one of the most important applications of IS. However, very few researches on the evaluation of CRM system are conducted.
This research uses five dimensions of service quality collected by PZB in 1988, namely, “Tangible, Reliability, Responsiveness, Assurance, and Empathy.” We then rephrase the questions by referencing the twenty-two items of SERVQUAL and literature reviews. The goal is to develop a questionnaire that fits the study of service quality of CRM systems. The subject of this questionnaire contains the customers of top three mobile phone companies (Chunghwa, TWN GSM, and FarEasTone) and credit card issuers (Chinatrust, Citibank, Taishin). This research attempts to identify common factors of CRM service quality and items within each factor. A survey is also conducted to find the differences between the CRM service quality that customers perceive and expect. The result of research shows that there exist significant differences between customers’ expectation and perception of CRM service quality. The long-term study of service quality is recommended in order to increase service quality.
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