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標題: | 客戶服務的流程管理與營運績效運用之研究 - 以某美商電腦有限公司為例 The management of operation process and operational performance for customer services - A case study of customer service of a computer company |
作者: | Kuo-Chih Wu 吳國志 |
指導教授: | 郭瑞祥 |
共同指導教授: | 許瑋元 |
關鍵字: | 客戶服務流程管理,服務品質,關鍵績效指標,服務策略,服務差異化處理,服務產能管理,服務營運管理系統, management of operation process of customer service,service quality,key performance index of customer service,customer service strategy,differentiation handling of customer service,utilization management of customer service,operation management architecture of customer service, |
出版年 : | 2011 |
學位: | 碩士 |
摘要: | 客戶服務是具備無形且無法儲存的特性,因此客戶對於服務品質的滿意或是不滿意,在服務的過程當中即被不斷的進行評估,當客戶實際感受的服務超過預期的服務時,則會滿意服務的品質,當客戶實際感受的服務低於預期的服務時,則會不滿意服務的品質而產生服務品質的缺口。所以,企業皆希望盡可能地提供更有效率的服務來彌補服務品質的缺口,以便提昇客戶的滿意度並維持服務的利潤與組織的競爭力。
因應資訊科技產業的市場競爭,企業的經營管理階層對於客戶服務的營運亦面臨極大的挑戰,並體會到唯有持續不斷的提昇客戶服務品質,才能維繫與客戶關係和忠誠度並且創造更多的商業機會,吸引更多的客戶。 而客戶服務的競爭優勢建構在「組織資源」與「服務流程」兩個主要元素上,企業希望降低產業內服務的競爭強度,提昇其客戶服務的競爭優勢,可藉由精實企業的組織資源以及服務流程來達成。當企業形成其客戶服務的競爭優勢後,則易於提高客戶對於其服務的願付價格,創造更高的客戶服務利潤。 從服務管理的方面來說,使用資訊系統除了可以提供有效率與方便的即時服務之外,經營管理階層亦能隨時掌握客戶服務的營運狀況,並利用離線資料庫的客戶服務資料的探勘,主動分析客戶服務的品質與組織資源的效益。因此,利用資訊系統不僅能提高客戶服務的效率,創造與競爭者的競爭障礙,更可協助企業進一步分析服務競爭策略與建立服務競爭優勢。 本論文以客戶服務的流程管理為核心,並以一家電腦公司的客戶服務流程為實例,作為個案研究與理論驗證的對象,研究過程中搜集該個案公司的歷史客戶服務記錄為資料的來源,並分析其核心客戶服務流程的各階段,結合流程管理的理論與流程分析工具,找出改善客戶服務流程的方法,並且運用營運管理架構,擬訂其客戶服務策略與精實其客戶服務流程,建立一套新的服務營運管理系統,以協助企業的經營管理階層管理客戶服務的維運,持續改善客戶服務流程,提高客戶服務的產值與客戶服務滿意度,創造客戶服務的營運利潤與績效並維持客戶服務營運的優勢。 The customer service is intangible and unable to be stored. Therefore, the quality of customer service will be evaluated during the service delivery period. The customers will satisfy with the service quality if the perceptual service is better than their expectation. However, the customers will dissatisfy with the service quality if the expected service is better than perceptual service and it will lead to a service gap for service delivery. The management of customer service organization are expected to provide the efficient service in order to mitigate the service gap and win the customer satisfaction and build up the competitive advantage and make profit to the company too. The management of customer service faces more and more challenge in the daily operation because of the competition in Information Technology(IT) industry. The management realizes that the only way to keep customer relationship and royalty is to improve the customer service quality and thus can create more business opportunity and build up more installation base. The two major elements are resources and processes for competitive advantage of customer service in IT industry. The organization of customer service will developed the competitive advantage through a lean process in resources and processes. The company will increase the willingness-to-pay price of service and also have much cost saving in its service delivery. From the service management point of view, Information System not only provides the real-time service to customers and the on-line operation status of customer service but also offers the management proactively a review on the service quality and the utilization of resources based on the database analysis and data mining. The thesis focuses on the management of operation process in customer service aspect. The case study is based on the analysis of the processes and data of customer service of a global computer company according to the service management theory. In addition, this thesis utilizes the process improvement method to lean its resources and processes. Finally, conducting an operation management architecture of customer service to help the management manages the service operation and performance and improve the service quality with the efficient resources and advanced processes which create the company competitive advantage. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23732 |
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