| Summary: | 碩士 === 國立成功大學 === 國際管理碩士在職專班 === 98 === Semiconductor equipment suppliers play a key role within the supply chain of the semiconductor industry. In Taiwan, most suppliers are an agency or subsidiary which relies on maintaining a good relationship with their customers to increase benefits to the firm. Therefore, an effective customer relationship management strategy is very important to adopt.
The purpose of this research is to use customer relationship management (CRM) as an independent variable and firm performance as a dependent one. CRM strategies can be distinguished into strategic, operational, and analytical ones. Strategic CRM emphasizes the development of a firm’s strategy and value creation. Operational CRM aims to construct channels between the firm and customer. Finally, analytical CRM attempts to build a customer database and perform data analysis. This study explored the impact of strategic, operational, and analytical CRM on firm performance in Taiwan’s semiconductor equipment suppliers. By surveying service, marketing, and sales staff within the industry, this study finds that the strategic, operational, and analytical CRM strategies have a positive influence on both customer satisfaction and firm performance. This study also evaluated the mediating effects of customer satisfaction with regard to strategic, operational, analytical CRM, and firm performance. The results suggest that customer satisfaction functions as a partial mediator between the CRM strategies and firm performance. The overall results show that the strategic, operational, and analytical CRM strategies are able to provide a number of benefits to the semiconductor equipment suppliers, including improved customer satisfaction and firm performance.
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