| Summary: | 碩士 === 國立彰化師範大學 === 財務金融技術學系 === 102 === The purpose of this study was to discuss the relationships between customer relation management and service innovation, taking the customers of a Corrugated Packaging Corp as the research object. A way of purposive sampling was adopted for the case. 320 of questionnaires were issued and 272 of them were collected. The response rate of valid questionnaires was 85%. One-way analysis of variance and Pearson product-moment correlation analysis were used to proceed with data analysis and research for the case. The conclusions for the research were as followings:
1. The customers with different background statistics variable, including different industrials、actual receipt capital、numbers of suppliers、purchasing amounts of materials, had different cognitions in customer relationship management of the Corrugated Packaging Corp.
2. The more comprehensive the customer relation management was implemented, the more the customers recognized the service provided was innovative.
3. Implementing service innovations effectively and satisfying customers’needs for customization were linked very closely.
Finally, this study advised that related industries put both customer relationship management strategy and service innovation strategy in business management and made them interactive with each other. The operation functions for every aspects had to be led adroitly according to circumstances, and supported and assisted each other in order to elaborate effects of management strategy integration.
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