| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === For the changing of pet supply business from single operation shop into chain stores in multiple locations, standardization of service practices and the integration of customer relationship management (CRM) technology are critical in creating competitive advantage and to fill customer needs.
In this research, through the case study analysis of CRM implementation in Oscar pet company, we evaluate the effectiveness and benefit of CRM integration on improving management performance, creating innovative services and without losing customers. We also study on the difficulties arising in the process of implementation, providing suggestions to improve customer service, and recommendations for business strategy development. Here, we used existing theory to build a conceptual framework for the critical factors in successful implementation of CRM system. This study also includes the analysis of Oscar pet company profile, assessing employee''s awareness on customer service through questionnaires, and in-depth interviews with project team to understand the key factors to success. Adoption information technology for service innovation practices, in combining with human resources policy adjustment was used to evaluate the effectiveness of implementation and service improvement.
Case study demonstrates that the key factors to successful implementation of CRM in Oscar pet company are in many ways. In terms of organization, factors include needs assessment, control and management performance evaluation. In terms of personnel, factors include top management commitment, research and development operational capability, and Staff education and training. In terms of technology, factor relies on problem-solving ability. Pet chain stores intend to provide all kinds of service to meet the needs of customers and pets. Therefore, CRM project implementation requires a team with full capacity on project monitoring and evaluation, to ensure the progress toward each stage specific goal. Senior executives’ promotion and employees’ training, in combination with project team’s know-how and CRM system providers’ experiences can effectively solve the problem arising in the process.
Staff CRM training quality and service skill are reflected in customer feedback, where education and training play an important role in marketing communications. Customer recognition in service quality then becomes the standard of a successful implementation. The study on the implementation of CRM system in Oscar pet company establish a valuable reference model for CRM integration in other pet business.
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