A Study on the Relationship between ERP Consultant Values and Customer''s Loyalty - A Perspective of Software Maintenance Contracts Signed by Small and Medium-sized Firms

• Main Authors: Chia-Chen Liu, 廖嘉誠
• Other Authors: Cher Hsueh-ju Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/56618736256972795610

碩士 === 國立中正大學 === 會計與資訊科技研究所 === 98 === Abstract Due to the fact that increasingly competitive environment for software industry, it can be seen that it is getting more and more difficult for ERP (Enterprise Resource Planning) software companies to operate their own businesses. The key to increase customers willing to pay for more ERP software services or become ERP advocates is to enhance and cultivate customer loyalty. This means that, from the viewpoint of profit creation, the organizational cost of expanding market share or making business strategies for customer development is much more than that of holding on to existing customers. As a result, it is common for ERP software companies to sign maintenance contracts with their customers every year. Based on the perceived concepts, the fully support from consumers is the main goal of ERP software firms and this will help them increase productivity and profits efficiently. Through the viewpoint of signing maintenance contracts with ERP customers, this study adopts SEM (Structural Equation Modelling) to discuss how the four variables – service quality of ERP consulting vendors, customer value, customer loyalty and switching cost influence ERP customers to sign ERP software maintenance contracts. Moreover, ERP service vendors can refer to the factors for the promotion of ERP consulting value, service quality and customer loyalty when they intend to increase the opportunities of signing ERP maintenance contracts with customers, to create positive word-of-mouth and to get customer referrals. This research adopts questionnaire approach based on quantitative methodology to investigate the effects of the four variables mentioned above on operating ERP software business. In the project, small and medium enterprises are the major participants and the population of the research. By using descriptive statistics, reliability, validity and SEM, the relevant hypotheses of the research are defined and verified, and then the research results are presented. On the other hand, this dissertation is expected to offer the valuable information for ERP information service providers to increase consulting value and enhance customer loyalty. Further, this will help them be able to sign software maintenance contracts smoothly, create more profits and develop their companies stably. Keywords: ERP consultant, service quality, customer value, customer loyalty, maintenance contract