A STUDY ON AFFECT DIMENSION OF CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION －THE EXAMPLE OF STEEL WIRE ROD INDUSTRY

• Main Authors: Tai Te-Wei, 戴德偉
• Other Authors: LIU, TUNG-KUAN
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/38973137979402551537

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 90 === Due to the situation of the down-stream industry emigrating seriously, the circumstance of over-supply and Taiwan’s participating in WTO, the traditional manufacturing industries of wire rod steel in Taiwan are suffering from the strong competition among the large steel companies all over the world. Local wire rod industry makers should devise a way to satisfy the customer in the markets with vigorous competition and ascendance to insure the competitiveness of business on the good customer service. In addition, a customer relationship management technology may also make the company have more advantageous position. The purpose of this study is to investigate the factors with which the electronic commercial technique and production-marketing process affect the customer relationship management and the future intention. The subjects of this research focus on the wire rod down-stream users and the domestic wire rod manufacturers in Taiwan. This research uses three research methods: literature review, in-deep interviews and questionnaires to verify these hypotheses. The results of this study show that the wire rod industry manufactures considers the benefits from using CRM as follow: 1) integrating down-up stream, 2) distributing the functions of information, 3) using the Internet to decrease operation time, 4) decreasing the data error rate, 5) expending the range of markets, 6) shorting order time and conveniences, 7) improving efficiency in the internal ERP system and computerization, and 8) improving the quality and quantity of management dimension and operation dimension by the internal ERP system. According to this study, the technological dimension of electronic commerce and the management dimension of product-sell process of a company are positively related to the factors of trust, commitment and customer satisfaction in the operation dimension of customer relationship management. On the other hand, the technological dimension of electronic commerce is most outstanding. Trust, commitment, customer satisfaction is positively related with future intension. The factors in management dimension and operation dimension affect few because there was little difference on the quality, product cycle, capacity and price in each wire rod supplier. Therefore, it cannot be a key point of keeping a long-term cooperation because of the capacity is limited to the equipment of a factory and the price decided by the market. Accordingly, these are not the most important factors that affect the cooperation will of both sides. This study finds that the relation commitment of steel wire rod industries is grounded on the customer relationship management. The results of overall-satisfaction analysis also show that: 1) the commitment and satisfaction affect the future intension notably, and positively and the commitment of customers is more important than the trust of customers. It is because that the cost of a steel wire rod industry to invest in building a factory and purchasing equipments is very high; 2) the commitment and customer satisfaction affect positively the future intension, and the factors of commitment have greater influence than customer satisfaction. Consequently, the commitment of a long-term cooperation can lead to the intension of future cooperation. Again, customer satisfaction bound up with future intension is proved.