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系統識別號 U0002-2606201220065500
中文論文名稱 運用ANP法於顧客關係流程之績效比較:一個全球性品牌廣告公司為例
英文論文名稱 Using ANP method to compare the performance of CRM processes for advertising agencies base on a global brand
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生中文姓名 巴赫業
研究生英文姓名 Javier Palacios Morales
學號 699611017
學位類別 碩士
語文別 英文
口試日期 2012-06-06
論文頁數 78頁
口試委員 指導教授-羅惠瓊
委員-陳正綱
委員-張瑋倫
委員-羅惠瓊
中文關鍵字 顧客關係管理  網路分析程序法  績效評估  廣告市場 
英文關鍵字 Customer Relationship Management (CRM)  Analytic Network Process (ANP)  Performance Evaluation  Advertising Marketing 
學科別分類 學科別社會科學管理學
中文摘要 在全球化的影響下,廣告公司業務常需根據不同國家的顧客市場特性採取不同的策略與作業方式。對於此議題,目前只發現少數文獻在探討多國或跨文化的民族特性與廣告公司所採取之創意策略間的比較。然而,面臨競爭激烈的環境,顧客關係在現今企業營運管理上是非常重要,尤其是廣告業者。因此,本研究希望探討廣告公司在不同國家的客戶關係管理之績效評估,進而瞭解企業對客戶需求的彈性和回應能力,以便改善顧客服務品質。研究成果將可協助廣告公司降低其成本並提高獲利能力。經由這些重要的跨國公司表現比較,可以明瞭哪些公司因為擁有好的管理機制而產生較好的服務表現,並反映其相對欠缺的部分。
本研究的資料來源是根據文獻探討和廣告公司高層管理人員的專家訪談。而本研究的主要研究方法為ANP,並透過軟體Super Decisions進行數據和資料的分析。其中,透過三個不同國家的研究調查和資料分析,找出在客戶關係管理上是表現最佳的國家。
本研究的貢獻,在於確認廣告公司如何在中美洲建立有效的客戶關係管理,並再次確認客戶關係管理對於跨國公司的重要性。
英文摘要 This study is motivated because there are few studies dealing with a multi-nation, cross-cultural comparison of ethnic roles and creative strategies in advertising agencies in these countries. Therefore, this study wants to compare the CRM performance of different countries agencies, doing this it will enhance the flexibility and responsiveness to customer needs, also improve customer contact service and channel options, and the main contribution to the agencies is that they are going to reduce cost and increase profitability. It is important to compare the performance of these three countries because doing this we will know who has a better customer service performance, then the other agencies could realize what area they are failing.
Data collected through surveys done to experts from three different countries shows the result from performance comparison among the three countries. This proposed thesis extracts data from a combination of literature review, surveys and interviews from top managers in marketing. We use the ANP approach and the Superdecisions software to analyze the surveys.
This study contributes by building a CRM for advertising agencies in Central America. Also this study helps to reinforce the strengths in the customer relationship performance and help to improve some weakness in the others countries.
論文目次 Acknowledgement…………… I
中文摘要……………………… II
Abstract……………………… III
CHAPTER I Introduction……………………… 1
1.1 Research Background and motivation…… 1
1.2 Research objectives……………………… 4
1.3 Research Scope……………………… 4
1.4 Research Procedures……………………… 5
CHAPTER II LITERATURE……………………… 7
2.1 LITERATURE of CRM……………………… 7
2.1.1 What is CRM?……………………… 7
2.1.2 Importance of CRM……………………… 10
2.2 Client-Agency relationship……………… 20
2.3 Criteria to evaluate Customer Service Performance……………………… 22
2.4 Analytic Network Process…………………… 26
CHAPTER III RESEARCH METHODOLOGY……………… 32
3.1 An initial ANP model………………… 32
3.2 Build final ANP structure………………… 35
3.3 Questionnaire and Data Collection……… 37
3.4 Test for consistency……………………… 39
CHAPTER IV Data Analysis……………………… 42
4.1 Using the SuperDecisions Software for the development of the Analytic Network Process……………………………………………… 42
4.2 ANP RESULTS……………………… 49
CHAPTER V CONCLUSIONS……………………… 52
5.1 Discussion of findings ………………………52
5.2 SUGGESTION……………………… 55
5.3 LIMITATION and FUTURE RESEARCH…………… 56
REFERENCE…………… 57
APPENDIX …………… 62
A.1 Process of Target Ogilvy Nicaragua…… 62
A.2 Explanation of comparison questionnaire 75

LIST OF TABLES
Table 2.1 Summary of different definition of CRM………………………………………… ........ 11
Table 2.2 CRM Benefits according different authors……………………………………… ........ 17
Table 2.3 Structure of customers’ satisfaction dimensions……………………………. ........ 24
Table 2.4 Definition of advertising agencies key capabilities criteria………………… .... 25
Table 2.5 The fundamental Scale for making judgments……………………………………. .. 26
Table 3.1 Definitions of criteria and sub-criteria……………………………………………….. .. 34
Table 3.2 Dependency relationship of sub criteria……………………………………….……. .. 36
Table 3.3 Pairwise comparison………………………………………………………………………. ..... 39
Table 3.4 Pairwise comparison matrix of the criteria……………………………...…………. . 39
Table 3.5 Random inconsistency……………………………...………………………………………. .. 41
Table 4.1 Integrated matrix comparing the criteria personnel……………………..…... .. 45
Table 4.2 Unweighted Supermatrix for the CRM Performance Comparison…..….. ..... 47
Table 4.3 Cluster matrix………………..……………………………………………………………….. ..... 47
Table 4.4 Weighted Supermatrix for the CRM Performance Comparison……..…… .... 48
Table 4.5 Limit Supermatrix for CRM Performance Comparison……..…………………. .. 48
Table 4.6 Normalized cluster and Limit……………………………….…………………………… .. 51
Table 5.1 Ranking overall of the sub criteria…………………………….....……………………. .. 53
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