A study of Critical Success Factors in Marketing Strategy Formulation – Customer Perspective and MCDM Approach

• Main Authors: Hsiao,ChingChieh, 蕭清介
• Other Authors: Huang, Kuang-Chung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/29785782757129021719

碩士 === 開南大學 === 企業與創業管理學系 === 99 === In recent years, the global economic has been shifted from manufacturing industry to service industry, from market-oriented to customer-oriented. However, many businesws are still focus on product itself but the establishment of customer relation. As a result, the deviation between customer relation management (CRM) and customer data analysis have beeen arised. It is general accepted that customer relation management has been dominated in the business environment. Also customer requirement and the fulfillment of customer needs should always place in the first priority. Still, in the past, seldom has business applied the concept of chief customer officer (CCO) to replace chief marketing officer (CMO) in the real practice. This research, in accordance with Roland et al. proposed framework of CCO in 2010 including customer profitability, customer equity, customer lifetime value, and customer equity, try to identify their relationship among the criterion. Two methodologies, Exploratory Decision Making Trial and Evaluation Laboratory (DEMATEL) and Analytic Network Process (ANP), have been taking into consideration through the overall strudy process. The aim of this research is not only try to idnetify Roland et al.framework in detail, but to distinguish those factors and their relationship in detail. Also it is try to understand their relavent important weight if possible. The result of DEMATEL analysis reveals that customer profitability, customer lifetime value, customer equity and customer equity share are the most important factors and influenced each other. While ANP clarify those relevant important criterions of the proposed framework in the second level, they are customer confidence, customer commitment, value of equity, and customer contentment.the customer profitability.