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利用CRM资料预测顾客忠诚度之研究 – 以工业机电产业为例

【中文摘要】:由于资讯与网路科技的发达,客户可以很容易地透过网路探询到更好的产

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品价格与规格,厂商已经无法再像以前一样,以不对等的资讯取得订单。因此,如何在产品上取得差异化,甚至客製化已经成为企业生存的命脉。要做到差异化与客製化,当然要先了解你的客户。为了要了解客户的特性,各大企业纷纷建置CRM相关的系统,搜集与客户互动的资讯。分析这些资讯,进而提供满足客户的产品或服务

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,以达到留存客户、建立客户忠诚度的目的,是当今企业经营的一大要务。
本研究以国际知名工业机电大厂,台湾分公司的CRM资料库,利用资料探勘技术,分析其与客户往来的各种活动资料,并加入访问资料与市场相关资讯,预测其客户忠诚度。

本研究的发现如下:
1. 机械製造等产业及服务次数与忠诚度有显着的正相关,工业机电产业是高度技术密集的产业,客户仰赖厂商的技术服务, 因此在越高度客服频率下,越能建立客户的依赖,进而建立忠诚。
2. 平均交易时间趋于显着负相关,由于工业机电产品单价高,规格亦複杂,通常报价后,都需要花费长久时间与客户沟通讨论规格,协商价格。而忠诚客户较仰赖厂商的专业知识,不需花长时间自行判断,因此可以很快成交。
【英文摘要】:Due to the advances in information and internet technology, customers nowadays can easily acquire information about prices and specifications of desired products. Thus, how to differentiate from other similar products in the market or even customized products has become a key factor for companies that try to thrive in today’s competitive market. To do so, companies need to understand their customers, and many of them have employ CRM related systems to collect data about their customers and subsequently perform analysis on the data. The intention is to retain the customers by establishing customer loyalty, which will in turn reduce the cost of maintaining customers and marketing.
In this research, we focus on the electric and electronic (EE) industry and analyze the CRM database from the Taiwan branch of an international EE firm To allow for more comprehensive analysis, we further include inquiry and marketing information to predict customer’s loyalty. Our research findings as listed as follows:

1. Customers in machine building etc. industry and service times are positively related to loyalty because more service times allow the company to interact more with

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the customer and subsequently build trust.
2. The transaction waiting time is reversely related to loyalty. Note that in EE industry, product prices are usually high and their specifications are complicated. Loyal customers rely more on the company’s professional judgment and thus spend less time on making their own judgment.
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  • 来源:中山大学;作者:谢丰成
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