土耳其紡織業(yè)CRM流程：TAM通過顧客滿意度對用戶行為意向的影響
發(fā)布時間：2025-06-26 23:27
考慮到高科技服務在世界主要國家(包括發(fā)達與發(fā)展中國家)的快速增長以及在其他地方的相對緩慢增長,理解通過客戶關系管理而產(chǎn)生的客戶價值就顯得尤為必要�？蛻絷P系管理是企業(yè)管理與現(xiàn)有客戶和潛在客戶之間交互的一種方式。本研究通過建立模型,預測客戶使用電子客戶信息管理工具的行為意向。本研究以土耳其紡織業(yè)為例,利用電子客戶服務管理工具來研究客戶服務管理的度量與表現(xiàn)。客戶服務管理的營銷,商業(yè)與技術方面在未來幾年的增長潛力很大,想要利用客戶關系的力量的企業(yè)必須尋求與所擁有客戶類型,以及想要獲得的客戶類型最為相配的策略。本研究旨在給土耳其紡織企業(yè)提供一些決策因素,幫助他們找出最為適合當下蓬勃發(fā)展的紡織業(yè)環(huán)境的營銷策略。因此,本文在技術接受模型的基礎上,建立理論模型來解釋網(wǎng)絡購買及使用電子客戶服務管理工具的意圖。技術接受模型(TAM)是一項關于客戶如何接受和使用技術的信息系統(tǒng)理論,本文采用技術接受模型(TAM)的5個因素,并增加了3個結果,包括客戶滿意度,產(chǎn)品使用意圖和網(wǎng)上購買意圖。本模型經(jīng)過了一項在土耳其進行的網(wǎng)上調查的測驗。測驗數(shù)據(jù)來自紡織業(yè)從業(yè)的434名人員,并利用IBM SPSS進行了分析。此外,經(jīng)過...
【文章頁數(shù)】：83 頁
【學位級別】：碩士
【文章目錄】：
摘要
abstract
ABBREVIATIONS
1.INTRODUCTION
1.1.Background and Motivations
1.2.Objective
1.3.Scope
2.LITERATURE REVIEW and THEORETICAL FOUNDATION
2.1.Customer Marketing
2.2.Customer Relationship Management(CRM)
2.3.Creating Customer Value through CRM
2.4.Categories of CRM process
2.5.Electronic CRM(e-CRM)
2.6.Technology Acceptance Model(TAM)
2.7.Behavioral Intention
3.CONCEPTUAL FRAMEWORK
3.1.Hypothesis development
3.1.1.Technology Acceptance Model and Customer Satisfaction
3.1.2.Customer Satisfaction and Intention to Use e-CRM tools
3.1.3.Online Purchase Intention and Consumer Satisfaction
4.METHODOLOGY
4.1.Sampling Framework
4.1.1.Place and Population of the Study
4.1.2.Sampling Requirements
4.1.3.Sampling Technique
4.2.Sampling Instruments
4.2.1.Current Survey
4.3.Data Collection Procedure
4.4.Data Analysis
5.RESULTS AND FINDINGS
5.1.The Frequencies of the Demographic Characteristics
5.2.Data Reliability and Validity
5.2.1.Independent Variables
5.2.2.Satisfaction
5.2.3.Intention to Use e-CRM tools
5.2.4.Online Purchase Intention
5.3.Hypothesis Testing
5.4.Discussions of Findings
6.CONCLUSIONS
6.1.Theoretical and Managerial Implementations
6.2.Practical Implementations
6.3.Limitations of the Study
6.4.The Future of the Study
REFERENCES
Appendix A:Survey in English
Appendix B:Turkish Survey
ACKNOWLEDGEMENT
本文編號：4053438
【文章頁數(shù)】：83 頁
【學位級別】：碩士
【文章目錄】：
摘要
abstract
ABBREVIATIONS
1.INTRODUCTION
1.1.Background and Motivations
1.2.Objective
1.3.Scope
2.LITERATURE REVIEW and THEORETICAL FOUNDATION
2.1.Customer Marketing
2.2.Customer Relationship Management(CRM)
2.3.Creating Customer Value through CRM
2.4.Categories of CRM process
2.5.Electronic CRM(e-CRM)
2.6.Technology Acceptance Model(TAM)
2.7.Behavioral Intention
3.CONCEPTUAL FRAMEWORK
3.1.Hypothesis development
3.1.1.Technology Acceptance Model and Customer Satisfaction
3.1.2.Customer Satisfaction and Intention to Use e-CRM tools
3.1.3.Online Purchase Intention and Consumer Satisfaction
4.METHODOLOGY
4.1.Sampling Framework
4.1.1.Place and Population of the Study
4.1.2.Sampling Requirements
4.1.3.Sampling Technique
4.2.Sampling Instruments
4.2.1.Current Survey
4.3.Data Collection Procedure
4.4.Data Analysis
5.RESULTS AND FINDINGS
5.1.The Frequencies of the Demographic Characteristics
5.2.Data Reliability and Validity
5.2.1.Independent Variables
5.2.2.Satisfaction
5.2.3.Intention to Use e-CRM tools
5.2.4.Online Purchase Intention
5.3.Hypothesis Testing
5.4.Discussions of Findings
6.CONCLUSIONS
6.1.Theoretical and Managerial Implementations
6.2.Practical Implementations
6.3.Limitations of the Study
6.4.The Future of the Study
REFERENCES
Appendix A:Survey in English
Appendix B:Turkish Survey
ACKNOWLEDGEMENT
本文編號：4053438
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