Customer Relationship Management Planning and Implementation: A Case of Machinery Company

• Main Authors: San Huang, 黃珊
• Other Authors: 陳家祥
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/33920448622582367213

碩士 === 元智大學 === 管理研究所 === 96 === Customer Relationship Management (CRM) gained an increasing popularity by the theory and practice. It is the essential of business and also among the most industry implementations in recent years; it has been the key role between customers and a firm. Due to internet & e-commerce booming up, the competition between different firms has been extended globally, price was not the only concern from customers; in fact, they tend to get more from suppliers since they are the majority of whole contribution toward the firm. The thesis aims to know how CRM implement in service companies, and how it works in different industries. As far as we know that only some specific industries; especially internet relevant business used it more, however, with rapid moving environment, CRM theory has been used widely. Since new technologies developed and invested in industries, to maintain long term relationship with potential customers is the most important issue in each firm. CRM has entered the telecommunications and high technology markets most recently in Taiwan; however, some industries such as conventional industry need CRM to be implemented likewise. The thesis brought the theory of CRM and take Taiwan local firm as a case to prove the efficient of CRM and also find the problem while applying CRM concept. In addition, several implications for CRM would also be discussed. Keywords: CRM, conventional industry, implementation, case study.