| Summary: | 碩士 === 國立中正大學 === 資訊管理學系碩士在職專班 === 106 === In recent years, due to the increasing penetration of broadband and the rapid growth of mobile devices, the Internet age becomes the Web2.0 era. The global information network has entered into a social realm, and the network has been integrated with individuals’ living. Many salespeople see this trend, and start to use social networking sites and develop different ways to reach customers to improve customer relationship performance. Facebook not only improves the communication efficiency and promotion between salespeople and customers, it also improves product exposure chances, and can reduce the sales staff costs. In the past, many studies mentioned that social networking sites have a significant and positive impact on marketing. Therefore, if Web2.0 technology and social capital can be effectively linked and well managed, it will be able to significantly improve customer relationship performance, and increase the competitive advantage of sales force. Through the review of past literature, this study explores and validates the impact of Web 2.0 applications and social capital theory on customer performance. Based on collecting 354 valid questionnaires this study verifies a proposed research model concerning how to increase relationship performance through Facebook by customers. The results show that Web2.0 applications and social capital indeed have a significant and positive impact on customer relationship performance. In addition,this study also found that integrating social capital with Web2.0 applications can effectively improve customer rel performance. The results of this study allow salespeople to understand the goals of their sales strategy and choose the right tools to improve their performance.
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