台越航商对於顾客关系管理差异性精读.pptx

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台越航商对於顾客关系管理差异性精读.pptx

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AcomparativeAnalysisonCRMbetweenVietnamandTaiwanshippingcompaniesAdvisingProfessor:YiChihYang,PH.D.Student:NguyenHoangHai-Jimmy1NationalKaohisungMarineUniversityDepartmentofShippingandTransportationManagement2OUTLINEBackgroundofResearch3CHAPTER1INTRODUCTION Today,customersaremorehighlyeducated,underhigherstress,morespecialized,livinglonger,andmoreinfluencedbyglobalculturethanthoseofthe60sand70swhenourviewofmarketingwasformed(Wilson,Daniel,McDonald,2002). AccordingtoSchultz(2000)thepracticeofplanning,creating,andmanagingcustomerrelationshipshasnowadaysbecometheheartoforganizationalstrategyandthekeytocustomerretention. AccordingtoGefenandRidings(2002),CRMcanbedividedintothreedifferenttypes:operational,analytical,andcollaborative.OperationalCRM,alsoknownasfront-officeCRM,enablesandstreamlinescommunicationsandinvolvestheareaswheredirectcustomercontactoccurs,forexample,acallcenterore-mailpromotion(Romano,2003). 4CHAPTER1INTRODUCTION5 PurposeofResearch ThepurposeofthispaperistomakeacomparisononCustomerRelationshipManagementsbetweenVietnamandTaiwanshippingcompanies ReviewthedefinitionandcurrentdevelopmentofCRMintheShippingindustrysector.FigureoutCRMassessmentfactorsfortheShippingcompany.ComparativeanalysisthedifferenceofCRMbetweenTaiwanandVietNamShippingCompanies.CHAPTER1INTRODUCTION6Chapter2.LiteratureReviewofCustomerRelationshipManagement DefinitionofCRM “CRMisaboutmanagingcustomerknowledgetobetterunderstandandservethem.Itisanumbrellaconceptthatplacesthecustomeratthecenterofanorganization.CustomerserviceisanimportantcomponentofCRM,howeverCRMisalsoconcernedwithcoordinatingcustomerrelationsacrossallbusinessfunctions,pointsofinteraction,andaudiences”(BoseSugamaran,2003,p.4). AnotherideafromDyché,2001whoaddresses“CRMistheinfrastructurethatenablesthedelineationofandincreaseincustomervalue,andthecorrectmeansbywhichtomotivatevaluablecustomerstoremainloyal–indeed,tobuyagain”.7 DefinitionofCRM Tomypointofview,CRMhelpsanenterprisetoenableitsmarketingdepartmentstoidentifyandtar