政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/69559
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109952/140887 (78%)
造访人次 : 46372335      在线人数 : 726
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/69559


    题名: 台灣企業運用「關係行銷」之研究
    其它题名: The Relationship Marketing in Taiwan.
    作者: 謝耀龍
    贡献者: 保險研究所
    关键词: 關係行銷;壽險業;顧客導向;服務品質;知覺;人情關係
    Relationship marketing;Life insurance industry;Customer-oriented;Service quality;Perception;Personal relationship
    日期: 1997
    上传时间: 2014-09-02 09:01:57 (UTC+8)
    摘要: 本研究利用問卷調查法探討壽險公司員工所具備的關係行銷理念、該理念與實際關係行銷作法之差異、該差異與行銷績效之關係,及造成該差異之主要原因。結果顯示:受測者顯然已具備顧客導向與關係行銷之基本概念。他們已體會傾聽顧客需求、同感心、設立良好迅速的顧客抱怨處理制度、穩定的服務品質、人際關係在取得顧客信任的重要性,。雖然已具備上述關係行銷理念,但是在執行上,仍有落差。其中與行銷績效直接相關者,有「人情」、「顧客的和諧關係」、「顧客抱怨處理制度的品質與速度」、「同感心」、「面子」、「提供穩定服務品質」、「身穿制服」等構面之落實程度。至於造成上述關係行銷理念與實際作法差異的因素有職位、公司屬性(本土或外商)及有系統地調查顧客滿意程度之作法。
    This paper utilized questionnaire survey to examine the relationship marketing concepts of employees of life insurance firms, their relationship marketing strategies, the differences between concepts and strategies, and the influence of these differences on marketing performance. Additionally, this paper investigated factors that caused these differences. The results indicate that subjects have already had the concepts of customer orientation and relationship marketing. They have recognized the importance of listening to customers` needs, being sympathetic, establishing a good and speedy customer complaint handling system, and providing reliable service quality. However, differences do exist between these concepts and their strategies. Among these differences, personal relationships, harmony, customer complaint handling systems, sympathy, reliable service quality, face, and uniform are associated with marketing performance. Factors, such as employment position, domestic/foreign firms, and whether there is a systematic survey on customer satisfaction, are possible causes of these differences.
    關聯: 行政院國家科學委員會
    計畫編號NSC86-2416-H004-022
    数据类型: report
    显示于类别:[廣告學系] 國科會研究計畫

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML2983检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈