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URN etd-0827107-143527 Statistics This thesis had been viewed 5177 times. Download 3025 times. Author Hsiu-Chun Hsu Author's Email Address No Public. Department Management Business Administration Year 2006 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 93 Title THE EFFECTS OF INTRODUCING CUSTOMER RELATIONSHIP MANAGEMENT TO DEPARTMENT STORE ON CUSTOMER SATISFACTION AND LOYALTY Keyword Structure Equation Modeling (SEM) Customer Relationship Management Customer Satisfaction Customer Loyalty Customer Loyalty Customer Satisfaction Customer Relationship Management Structure Equation Modeling (SEM) Abstract To implement the Customer Relationship Management (CRM) is an important topic. The main purpose of enterprises performing CRM is to handle customer demand and increase customer satisfaction in order to maintain the customer relationship, and then raise the customer loyalty to create new businesses. Using structural equation modeling (SEM), the results reveal that managing knowledge has significant effects on customer satisfaction. The mediating effects of customer satisfaction on the relationship between CRM and customer loyalty were investigated. And the results reveal that customer satisfaction positively and significantly mediating the effects of CRM function on customer loyalty.
The major findings of this study are summarized as following:
1. Overall, the global model fit is acceptable. This empirical result supports that the significant relationships exist among the CRM functional programs, customer satisfaction and customer loyalty.
2. The strengthening of department store’s CRM functional programs-customer knowledge management has positive influence on customer satisfaction.
3. The department store customer satisfaction may establish the customer’s loyalty and will strengthen mutual interaction in future
Advisor Committee Hao-Erl Yang - advisor
Ming-chuan Pan - co-chair
Files Date of Defense 2007-06-28 Date of Submission 2007-08-27