Expanding Subscriptions of Electronic Bookstore by Customer Relationship Management - Promotion Strategy and Easy Use as Moderating Factors

• Main Authors: Shu-Hua Tseng, 曾淑華
• Other Authors: Chie-Bein Chen
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/98u23s

碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 101 === This study focuses on the customers of electronic books and applies the executive phases of customer relationship management, such as the acquisition, promotion and maintenance as constructs. The customers of internet and mobile phone are asking to conduct the questionnaires. The step-wise regression is used to explore the sub-construct of previously discussed constructs, such as differentiation, innovation, facilitation, mix, cost reduction, customer service, listening, suitability and new product, and two moderating variables of both promotion strategy and easy use, respectively, to decide whether affecting the expanding subscription factors of electronic book or not? The results of this analysis can provide electronic bookstore industry good for improving customer service and help to expand the number of subscribers. This will help to improve the marketing strategies and to optimize the decision-making.