管理顧客或提升品質：探索顧客關係管理對品質的影響

Abstract

近年來，顧客關係管理已成為在全球的企業中被廣泛討論及應用的議題，實施顧客關係管理的主要目的就是希望能更清楚地掌握顧客的需求，以達到產品或服務品質的提升，進而提高顧客的滿意度及企業本身的競爭優勢。本研究提出模型來探討透過顧客關係管理中的機制來達成品質評價的提升。

Prior studies suggest that customer relationship management (CRM) can be a competitive driver for quality differentiation through which firms know customer tastes better. However, how CRM operates to achieve quality differentiation is not addressed in these studies. To fill this gap, the objective of this study is to examine the roles of CRM in quality evaluation. In this study, CRM is conceptualized as a business strategy and is hypothesized to be able to increase both the objective and perceived quality of products through a co-production mechanism, while enhance only the perceived quality through a relational heuristic mechanism. The hypotheses were empirically validated using 123 manager samples from major US firms. Implications for the results and future studies are discussed.