| Summary: | 碩士 === 中華大學 === 科技管理學系 === 106 === Along with the economic growth and to cope with the increasing cost of manpower as well as the emerging of the Internet of Things (IoT), the developing opportunities of business and the market have been becoming competitive. Many businesses have tried to promote goods via telemarketing in order to grasp the opportunities at first. However, telemarketing had faced the shock ever since Personal Information Protection Act, that has made a lot of challenges for the industry of telemarketing, promulgated by the government in 2010. On the other hand, due to the age of information and the wide use of internet, mainly the apps such as "whoscall" that can filter the phone calls from telemarketing, the number of people not answering phone calls is increasing. The telemarketing’s operation is becoming tougher. Therefore, this research is to explore the factors impacting the operation's performance of telemarketing by a case study of telecommunication industry in Taiwan, in the hope of providing the reference on future directions for telemarketing industry, as well as establishing the evaluation model of operation performance of this industry to further understand whether the design of sales pitch meets customers' needs and the customers satisfied with the service provided by telemarketing personnel in order to improve the performance of telemarketing operation.
The purpose of this paper is to establish the evaluation of telemarketing operation's performance indicators by FAHP (Fuzzy Analysis Hierarchy Process). The evaluation is divided into four aspects including the function of quality, emotion, the function of price, and social value, as well as 15 indicators. We first had questionnaire interviews with both telemarketing businesses and consumers, followed by FAHP to calculate the weighed value of each aspect and indicator and have sorted the values to understand the relationship between how do telemarketing businesses and consumers value the four aspects and the operation's performance of telemarketing.
The results of the consumers' questionnaires show that quality function has the largest weighted value among the four aspects of telemarketing's operation performance which apparently suggests that the "function of quality" is the first consideration taken into account by the consumers. The above may be referred by the telemarketing industry when they are planning sales or operation flow, and therefore be the reference for the direction of making operation's strategy.
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