The Research of Customer Relationship Management Strategies on Automation Industry

• Main Authors: Yueh-Chih Lin, 林岳志
• Other Authors: Hsin-You Chuo
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5457015%22.&searchmode=basic

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 107 === Taiwanese automation industry''s kinetic energy has shown a steady upward trend; however, in this case study’s company (N company) performance significantly decline in 2018. The reason might be the poor relationship with the customers. Therefore, the main purpose of this case study was to discuss the factors of customer loss of N company in terms of three aspects: relationship marketing, service quality, and customer loyalty. This research found that in relationship marketing, N company only established financial shallow relationship with customers, which was easy to cause customer loss due to price factors. In terms of service quality, the result shown that the trustworthiness of N company was generally insufficient. As for customer loyalty, the result shown that customer''s tolerance about price to N company was not high. This research suggested that N company''s improvement strategies were as followings: re-separate and define target markets for existing customers, reposition products and services and introduce them to customers, strengthen customer relationships, and strengthen service quality.