| Summary: | 碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 93 === Abstract
Customer relationship management (CRM) can not only be a concept, but a management within a strategic structure need to be thoroughly carried out in this time of customer first. Previous enterprise used to put emphasis on profit only and they neglect customer is an import index while they are creating profit; CRM can help to build an ideal interflow foundation between enterprise and customer, to understand the need of customer and provide a suitable service for customer; thus this study aims to discuss the CRM, from which to study how the service quality upgraded and the satisfaction brought forth after final consumption while practicing the CRM.
This study is an empirical analysis involving the profitability of customers in a business-to-customer (B2C) marketing. We study cases from a company, using actual customer database, combined with interviews with sales representatives and managers. The result of this study can provide insights for managers to analyze their customer profitability and loyalism. Hopefully, the study can help manager to enhance company’s profits and develop optimal marketing strategies. Moreover, managers can construct a success CRM model through our approach and evaluate performance in their B2C market.
Keywords：Customer Relationship; Customer Relationship Management; Business-to-Customer (B2C)
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