| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 100 === 【Thesis】A Study of Key Performance Indicators for Customer Relationship Management - An Example of Domestic Airways
【School】Department of Business Administration, National Chung Cheng University
【Date】July, 2012
【Student】Chen-Yi Wang
【Advisor】Dr. Chia-Wen Hsu
Facing the transitory market and the drastically competitive environment in the world, in order to last their development of running business and maintain the competitive position and profits, enterprises should implement CRM (Customer Relationship Management).By implementing CRM efficiently; enterprises will consolidate the customer relationship、reducing the leaving of customers and cost down the cost of searching new customers.
Every kind of management needs the assistant method of performance evaluation to supervise the outcomes. KPI (Key Performance Indicators) is a commonly applied method of performance evaluation in modern enterprise. This method quantifies the performance evaluations, accurately indicating the important items, helping the implement of performance evaluation more effective.
This study adopts the domestic airways as the example, after collecting related theories and data, uses the integral structure of CRM from John Radcliff(2001), then uses APH (Analtic Hierarchy Process) method to survey industrial experts and scholars to analys the importance of every aspect and confirm the factors of KPI for each aspects.
According to the result of this study, the top 5 KPI are「Data」、「Analysis」、「Customer Communication」、「Loyalty」and「Understand Requirements」, all these KPI have relation with「Customer」, are「Customer-oriented」.Finally, this study is aiming to provide a future reference for evaluating CRM in airways or other companies.
【Keywords】Customer Relationship Management (CRM), Key Performance Indicators (KPI), Analtic Hierarchy Process (AHP)
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