?????????????,?????????????????,??????????????????????????(objective measure)??????????,?????????,?????????????????,????????????

1
? 10 ?

• ????????????

2
??????????

• ???????,??????????????,???????,?????????,?????????
  
• ????????????????,???????????????????

3
??????????(?)

• ?????????????,?????????????????,??????????????????
  ????????(objective measure)??????????,?????????,??
  ???????????????,????????????

4
??????????(?)

• CRM???????????????????,??????????????????????????,
  ?????????????????,?????????

5
??????????(?)

• ???????????????????????,??CRM???????,???????????
• ????????(subjective measures)????????????????,????
  ??????????????

6
??10.1 ????????
7
?????????????

• ??1????
• ?????(exploratory research)
• ??????(focus group interviews)
• ??????(Community complaint rooms)

8
?????????????(?)

• ??2??????
• ???????????,?????????(survey design)??????????????
  ????,?????????????

9
?????????????(?)

• ??2??????(?)
• ???????(research)?????????,?????
• ?????????????
• ?????(descriptive research)???????????
• ?????(causal research)??????????????,?????????????
  ?????

10
?????????????(?)

• ??3????
• ??????????,??????????????????,?????????
• ?????(double barreled questions)?????????????,????
  ??????????

11
??10.2 ???????
12
??10.2 ???????(?)
13
??10.2 ???????(?)
14
?????????????(?)

• ??4????
• ??????????????????????
• ??(sampling)??,???????????,????????????
• ????????????????????????(census)?

15
?????????????(?)

• ??4????
• ???????
• ??????
• ?????
• ??????(probability sample),???????????????
• ??????(simple random sample)
• ????(sampling error)
• ?????(nonprobability sample)
• ????(convenience sample)
• ??????(unrepresentative samples)

16
?????????????(?)

• ??5????
• ??????(field service firms)
• ?????????(computer assisted telephone interview,
  CATI)
• ??6????
• ???????????????????,???????

17
?????????????(?)

• ??7?????????
• ???????????????????
• ????????????????????????,????????

18
?????????????(?)

• ??8??
• ?????????????????,??????????????????????
• ??????,???????????????????????,???????????????????
  ???

19
????????

• ???????????????,????????????????????????
• ????????(perceptual driver),??????????,???????????
  ???????

20
????????(?)

• ??????????????????????????????
• ???????????????,???????????????,??????????????????
  ?????

21
???????

• ??????????????????10.3????????????????
• ?????????????????,??????????????

22
??10.3 ???????
23
????????????

• SERVQUAL???????????????????????????????????????,??
  ?????????????,?????????,?????,?????,??????????????
  ???
• ??1?????????????
• ??2????????????
• ??3???????????
• ??4?????????

24
??10.4 SERVQUAL?????????
25
????????

• ?????(customer loyalty)????????,??????????????????
  ??,?????????????
• ???????????????,????????????????,????????????
• ??????????????(repurchase)???,???(recommending)???
  ???????????????????

26
????????(?)

• ?CRM???????????????????,??????????????
• ??,?????,????????????????????????????

27
??10.5 ??????????
28
??10.6 ??????????
29
????????(?)

• ????????????????????,?????????????????10.7????????
  ???????,????????????????????????????,???????????,
  ???????????????????

30
??10.7 ??E???????
31
?????????????

• ?????????,???????,???????????????
• ???????????????????????,????????
• ????????????,??????????????????(?????????),???????
  ???????????

32
?????????????(?)

• ???????????????????????????
• ??????,??????????,????????????????
• ?????????????????,????????????????????????????????
  ??,??????????????????