顧客關係管理與資源基礎對服務品質, 顧客滿意度及顧客忠誠度影響之研究 : 以人力銀行為例

Abstract

Title of Thesis： The Effects of Customer Relationship Management and Resource Base on Service Quality, Customer Satisfaction, and Customer Loyalty – A Case Study of The Human Resource Agency Total pages:105 Key word: Customer Relationship Management (CRM), Resource Base, Service Quality, Customer Satisfaction, Customer Loyalty Name of Institute: Executive Master’s Program of Business Administration (EMBA) in General Management Graduate date: June, 2012 Degree conferred : Master Name of student: Chien , li-yu Advisor: Hung Ying-Cheng Ph.D. Chang , Yong-Sheng Ph.D. 簡麗玉 洪英正 博士 張雍昇 博士 Abstract: Because of rapid vigorous development in industry and commerce, the demand of manpower for enterprise organization dramatically increased. In the meantime, on the other hand, the job seekers are looking forward to more corporate recruitment messages. These lead to the human resource agency becoming a recruitment platform between them. How to establish good customer satisfaction and customer loyalty turns into a business priority of the human resource agency. Kandell (2000) claimed that the customer relationship management can retain customers and increase customer satisfaction. Barney (1991) believed that the resource base is the key whether a company can hold a sustainable competitive advantage. Pasternak (1993) stressed the importance of continuous improvement in service quality. This study explores the effects of both customer relationship management and resource base of the human resource agency on corporate customers’ service quality, customer satisfaction, and customer loyalty. The study subjects are human resource directors or business owners. It adopts the convenience sampling method and collecting 231 valid online questionnaires. The valid ratio is 100%. After the statistical analysis, the main research findings are as follows: 1. Both customer relationship management and resource base of the human resource agency have significant positive effects on corporate customers’ awareness of service quality. 2. Both customer relationship management and resource base of the human resource agency have significant positive effects on corporate customers’ satisfaction. 3. Both customer relationship management and resource base of the human resource agency have significant positive effects on corporate customers’ loyalty. 4. Regarding the effects of both customer relationship management and resource base of the human resource agency on corporate customers, service quality has a significant mediating effect on customer satisfaction. 5. Regarding the effects of both customer relationship management and resource base of the human resource agency on corporate customers, service quality has a significant mediating effect on customer loyalty. This study not only provides theoretical validations, also offers the practical suggestions. The human resource agency should use its enterprise resources to create the unique advantages and master the enterprise competitiveness, it also should provide good service quality to meet users' needs and then further improve customer satisfaction and customer loyalty.