Customer Relationship Management Practices and Service Flexibilities: An Empirical Study of Taiwan’s Banking Industry

• Main Authors: Peng, Hsin-ying, 彭馨瑩
• Other Authors: Chang, Shih-Chia
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/97329785812622169703

碩士 === 國立臺北商業技術學院 === 商學研究所 === 96 === Nowadays, the changing environment makes flexibility one of the competitive priorities that most service firms have to decide on. The literature has suggested the development of flexibility to cope with the dynamic changes and the increasingly uncertain competitive environment. Flexibility is the top concern among managers and is considered as an effective weapon to gain competitive advantages in an uncertain market environment. Searching for previous literatures in the field of flexibility capabilities, most researches focus on the manufacture strategy. However, the discussions in regard to service flexibilities in service industry are often neglected, let alone the impact of customer relationship management（CRM）practices on service flexibility. The goal of the paper is extended to the referenced discussion of CRM practices and service flexibilities. Theoretical research is examined in relation to the impact of CRM practices (such as customer focus, information sharing, customer involvement and technology application) on various service flexibilities (market, new product, modification, after-sales service, and process flexibility). Research propositions are formulated and offered a conceptual framework for further empirical research.