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標題Title: THE STUDY OF THE RELATIONSHIP BETWEEN KM CAPAABILITY, CUSTOMER LIFE CYCLE ACTIVITIES AND CRM PERFORMANCE
作者Authors: 李國瑋,Maneesap..等
上傳單位Department: 企業管理系
上傳時間Date: 2009-11-26
上傳者Author: 李國瑋
審核單位Department: 企業管理系
審核老師Teacher: 李國瑋
檔案類型Categories: 研討會報告Seminar Report
關鍵詞Keyword: Customer Relationship Management, Knowledge Management, Customer Life Cycle, Customer Life Cycle Activity Management
摘要Abstract: Prior literatures have discussed the relationship between KM and CRM. Though, KM is one interesting factor which influences CRM; however, it was discussed in the board term. For more understanding, CLCAM as CRM activities is offered to explain deeply to examine the interrelation of KM, customer life cycle activity management, and CRM performance. The purpose of this research is to explore the KM capability that would affect the customer life cycle activities management and interrelates with CRM performance. The study explains which variables of KM capability should be more focused in each customer life cycle activity. It also provides the suggestion in different company size about the way to improve the CRM performance. The major findings show that KM variables are not equaled important effect to each CLCAM. Different knowledge management capability variables affect in customer life cycle activity unequal. Also, the different customer life cycle activity has different affected to customer satisfaction and loyalty. Additionally, the moderating effect of higher IT implementation tends positively impact to the relationship between KM capability and CLCAM. At last, the moderating effect of higher trust will empower CLCAM the relationship among CLCAM and CRM Performance.

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2009_11_1ddd9f61.ppt 1695Kb ppt 988 302
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