本研究試圖從美麗商機的角度切入，討論美麗消費產業的經營者如何提供服務與產品以及美麗消費市場的消費顧客對於此類消費的風險感知程度與消費經驗。研究討論服務品質、知覺風險、顧客滿意度、顧客忠誠度之於本研究的內涵。研究結果發現，醫學美容診所之服務品質、顧客知覺風險對顧客滿意度、顧客忠誠度具有顯著相關；醫學美容診所之服務品質對顧客知覺風險具有顯著負向相關；顧客滿意度對顧客忠誠度具有顯著正向相關；人口統計變項對於服務品質、知覺風險、顧客滿意度、顧客忠誠度具有部分的顯著差異性和影響。研究貢獻發現，微侵入式美容療程-過程導向-服務品質策略；整形美容手術療程-結果導向-口碑傳播策略；醫學美容之於上癮的消費行為。

企業透過併購為了要獲得更多資源以建立競爭優勢的策略。過去很多研究關注在兩家公司之間的流程與資源整合，而忽略合併後因為文化與系統整合的衝突而產生對顧客關係管理的影響。理論上，合併後的公司除了獲得更多資源之外也要能夠獲得更多的顧客，但是實際上因為兩家公司組織間擁有不同的企業流程、文化與資訊系統，有可能無法維持顧客關係的水準。本研究的目的希望了解企業併購對顧客關係管理的影響以及希望找出影響顧客關係管理的成功因素。本研究選擇金融產業的信用卡業務作為研究對象，因為在金融產業裡消費金融是一項需要依賴顧客關係管理，才能維繫顧客忠誠度與獲得更多的顧客。 本研究透過文獻蒐集找出可能影響顧客關係管理的關鍵因素，建立研究架構。並透過兩階段驗證與及擴充研究架構。第一階段，我們先定義出與顧客關係管理相關的信用卡指標，然後蒐集台灣過去八年有從事合併活動的銀行在信用卡業務上的資料，並透過指標分析以了解銀行在合併前至合併後的顧客關係管理成效，目的是希望了解企業在併購後顧客關係管理的維繫。第二階段，我們針對所選的個案去做深度的跨個案研究，目的是希望了解企業可以維持顧客關係的重要成功因素。 本研究結果透過跨個案分析驗證我們在文獻中發現的關鍵因素，並說明這些因素如何影響顧客關係。此外還發現可能會影響管理顧客關係的其他影響因素。本研究發現關鍵因素分別為1.顧客重整與服務調整2.服務文化調整3.流程整合4.資訊整合5.溝通6.組織慣性改變7.企業轉換時標準程序的建立8.合併後的顧客關懷。而影響併購後顧客關係管理的因素分別為1.策略目的2.客群的規模3.品牌效益4.組織心態。透過本研究可了解併購後維繫顧客關係的重要性，並提供影響顧客關係管理的成功因素，以幫助企業維繫顧客忠誠度與獲得更多的顧客。 / Mergers and acquisitions (M&A) represent a strategic approach for businesses to acquire resources and build competitive advantages. Many studies have investigated the process and results of the resource integration between two firms. Some cases have revealed satisfactory results in building asset portfolios and some cases uncovered a downside to merger due to conflicts in cultural and system integration. One of the key objectives of business acquisition is to expand business operations in providing customers with superior products and services. However, there is limited understanding about how customers react to the post-merger services. In theory, the merged enterprise should be able to leverage the assets and knowledge in growing and retaining customers, but in reality the customer relationships may not be well managed because of a lack of synergy between the merged organizations. The objective of this study is to examine the effect of mergers and acquisitions on customer relationship management (CRM), and we select the credit card business in the banking industry as our focus of study. Finance industries, especially consumer banks, rely heavily on CRM for targeting customers, promoting services, building deep knowledge, and generating revenue. M&A is the most applied approach in increasing business scope and enhancing services for engaging more customers. Based on the literature about M&A and CRM, this study builds a framework for data collection, and the study is conducted in two stages. First, we collect data on CRM performance of credit card business in banks in Taiwan that have experienced M&A in the past eight years, and we compare CRM performance before and after mergers. Second, we do in-depth case study on selected cases regarding possible causes for CRM success in post-merger. The research results not only verified and enhanced the list of critical factors for CRM success but also discovered influential factors that can affect the effectiveness of CRM after merger. The critical factors are: strategy for rebuilding customer base and service portfolio, service culture, process integration, technology integration, communication and organizational inertia, standard of procedures of the business transition and customer care after the merger. The additional influential factors are: strategic purpose, customer base, brand effect, and organizational mindsets. It is hoped that we can learn from these cases about managing customer relationships after a merger and help companies develop effective plans for building synergy in CRM after M&A.

本研究分別從理性層面與感性層面探討品牌愛慕對品牌關係的影響，前者由品牌愛慕與顧客滿意在顧客品牌關係架構中扮演的角色切入，探討如何藉由功能、體驗與象徵價值增進品牌愛慕與顧客滿意，以及品牌愛慕與顧客滿意對依賴與行為忠誠的相對影響。後者探討人際關係中的正向幻覺（情人眼裡出西施）現象是否也會出現在品牌關係，藉由驗證品牌愛慕者對品牌評價的理想化，說明品牌愛慕的感性影響機制。 研究一透過質化研究發掘維繫品牌關係的關鍵，兩階段研究共訪談27位受訪者，分析結果發現要讓消費者忠於品牌，光靠顧客滿意是不夠的，還要讓消費者對品牌產生愛慕，方能維繫品牌關係。研究二藉由量化研究驗證品牌愛慕與品牌關係的關聯性，藉由調查法蒐集北、中、南三所大學共130位學生對誠品書店的消費經驗，實證結果顯示：（1）品牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數，顧客滿意則是體驗價值對行為忠誠的完全中介變數。（2）品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的主要變數。（3）功能與象徵價值對品牌愛慕有顯著的正向影響，體驗價值則對顧客滿意有顯著的正向影響。研究三以實驗法操弄品牌愛慕與行銷刺激，探究其對智慧型手機品牌評價的影響，以大學生為受測對象，得到315份完整樣本，研究發現：（1）過去研究認為正向幻覺僅存在於人際關係中，本研究發現正向幻覺可適用於顧客品牌關係。（2）相較於低品牌愛慕者，高品牌愛慕者對品牌的評價存在理想化的現象。（3）高品牌愛慕者會放大正向事件的認知重要性與頻率，並淡化負向事件的頻率。最後，參考研究結論提出品牌管理的研究與管理意涵及未來研究方向。

大陸地區電子商務時代的到來讓機票購買變得在線化，推動了機票在線平台的集體成長。為了應對競爭，大陸地區的多家機票在線平台都通過各種方式去提高其顧客忠誠。本研究以大陸地區機票在線平台為行業背景，旨在探究顧客滿意、服務品質、轉換成本、促銷這4個因素對顧客忠誠的影響作用以及顧客信任對顧客忠誠的調節作用。為了研究顧客忠誠的影響因素和調節因素，本文採用了問卷調查法，對大陸地區機票在線平台的顧客進行調研。通過網路問卷的發放，筆者收集了156個樣本。研究發現，顧客滿意、服務品質、轉換成本、促銷都分別對機票在線平台顧客忠誠有顯著的積極影響。此外，顧客信任作為調節因素加強了顧客滿意對顧客忠誠的影響、服務品質對顧客忠誠的影響、轉換成本對顧客忠誠的影響，但在促銷對顧客忠誠的影響中並未存在調節效應。基於研究之發現，本文對機票在線平台的經營提出了一些建議，希望能夠為提高平台的顧客忠誠提供參考。 / The arrival of the e-commerce era in mainland China has made the purchase of air ticket become online and has promoted the collective growth of the online ticket platforms. In order to meet the competition, many online air ticket platforms try to improve their customer loyalty through a variety of ways. Taking the online air ticket platforms in mainland China as the industry background, this study aims to explore the effect of customer satisfaction, service quality, switching costs and promotion on customer loyalty, as well as the moderating effect of customer trust on customer loyalty. To study the influencing factors and moderating factor of customer loyalty, a questionnaire survey was conducted for the customers of mainland China online ticket platforms. Through the issue of the questionnaire online, the author collected 156 samples. The study found that customer satisfaction, service quality, switching costs and promotion all have a significant positive impact respectively on customer loyalty of online ticket platform. In addition, customer trust, as a moderator, strengthens the impact of customer satisfaction on customer loyalty，the impact of service quality on customer loyalty and the impact of switching costs on customer loyalty, but there is no moderating effect in the impact of promotion on customer loyalty. Based on the findings of this study, the paper puts forward some suggestions on the operation of the online ticket platforms, hoping to provide reference for improving the customer loyalty of the platforms.

作業價值管理系統（Activity Value Management , AVM）是以作業基礎成本 制為核心，並與價值管理系統作整合，發展出企業進行管理決策時所需之資訊， 藉此提升企業的決策精準度與品質，而在管理會計領域，鮮少有文獻針對作業價 值管理系統與顧客關係管理的實務結合作說明，再加上目前大數據管理之趨勢， 顯示出以資訊導向作管理決策之重要性，因此，本研究進行個案研究，為作業價 值管理系統（Activity Value Management , AVM）與顧客關係管理的結合-以巨 量資料分析所遇到之問題，提出解決方案，且針對未來巨量資料管理能力提出建 議走向，而本研究結論簡述如下： 一、 運用 AVM 所產出之作業成本資訊，將之區分為顧客服務四大屬性，並經 由開發、處理訂單、售後服務以及行政等四項屬性，評估個案公司的作業流 程是否有成本高耗的情形，並提出改善計畫，再造個案公司之顧客服務管理 流程。 二、 以 AVM 所產出之客戶損益資訊，進行個案公司的顧客區隔政策，將外 部資料納入，兼以內部資料，找出虧損的客戶問題根源與解決之道，並強化 個案公司針對表現優良之客戶，設立員工表揚之制度，並提出進一步優化顧 客關係經營的方案，使顧客關係管理的品質提升。 三、 個案公司的通路別種類繁多，因此，為補足顧客關係管理中其通路管理 的不足，本研究建議以 AVM 產出之資訊，設計通路別客戶損益的表單，使管 理者以通路別分類進行顧客經營時，能一目了然，增加管理效率，強化 AVM 與顧客關係管理之密合程度 四、 AVM 所提供的內部資訊繁多，且能有效整合各部門的資訊，以「作業」 為細胞，使各部門間的溝通語言一致化，因此，為推行良好的巨量資料顧客 關係管理，則需從 AVM 所產出的歷史資訊分析為基礎，評估個案公司所需的 外部資料，並為未來巨量資料顧客關係管理模型之建置奠基 / Activity Value Management, which is the integration of the activity-based costing and value management, provides the information which the companies need when making business policy or strategy and improves the quality and the accuracy of decision making. In the field of management accounting, few papers discuss the integration of the activity value management and customer relationship management as well as its cases in practice. Also, big data becomes a trend and shows the importance of the data-driven decision management. Therefore, the thesis is a case study which focuses on the integration of the integration of the activity value management and customer relationship management, analyzes the problem of big data and provides the possible solutions. Besides, based on the case study, the thesis also suggests the better policy concerning big data management. And there are four main points below： 1. Through using the activity-based costing information yielded by AVM, one Taiwanese food manufacturer, the case study of the thesis, can divide their customer services costs into four attributes, which are R&D, processing order, post-sale service and administration and evaluate the cost efficiency of their procedures by these four attributes so it can revise or renew their procedures accordingly. 2. Through using the customer profitability yielded by AVM, the company can conduct their own customer segmentation, collect the related external data to find the real reason why customers bring more money or less and provide better solutions to solve the problem and strengthen the relationship with good customers. 3. Because of a variety of the channels, the thesis suggests that the company should take advantage of the information from AVM and design the customer profit form to help analyze the customers from different channels and gain the management efficiency. 4. AVM provides lots of information, use “activity” as a cell to connect different departments and integrate all information from them. Therefore, based on the historical information yielded by AVM, the company can source the connected external data, analyze the relationship between customer and the information and will develop the big data customer profitability model in the future.

愈來愈多的公司試圖與顧客共創以擁抱社群媒體所觸發的顧客權力，但大多數的公司仍然沒有實現共創所產生的利益。為了解決此問題，本研究運用社會交換理論與資源基礎觀點，定義在社群媒體環境下所需具備的共創能力，其可以反映在四個能力面向上，包含顧客連結能力、顧客回應能力、顧客賦權能力、顧客價值管理能力，並檢視其前因、後果。本研究探討來自公司端的社群媒體基礎架構和顧客中心的資源，以及來自顧客端的顧客權力是否會影響社群媒體共創能力的發展，而最終是否能為公司創造關係價值。本研究透過網路調查的方式向公司粉絲專頁的經營者與顧客蒐集資料，以及從資料庫中獲得公司粉絲專頁的經營數據。本研究分別使用偏最小平方法和階層線性模式技術驗證單一和跨層級的研究假設。本研究的研究結果指出來自公司端的社群媒體基礎架構和來自顧客端的顧客強制權、顧客專家權會正向影響社群媒體共創能力的發展，而最終可以創造更多的顧客忠誠度和顧客投入。本研究的研究結果也指出社群媒體共創能力會完全中介社群媒體基礎架構和顧客忠誠度之間的關係。本研究幫助管理者瞭解，當他們試圖使用社群媒體與顧客互動時，他們可以朝哪些共創能力的面向努力，以及瞭解什麼樣的資源可以幫助共創能力的發展，進而使公司和顧客互蒙其利。 / A growing number of firms seek to embrace social media-enabled customer power by co-creating with their customers. However, most firms have failed to realize the benefits of co-creation. To address this issue, this research draws on social exchange theory and the resource-based view to identify the co-creation capability in the context of social media as a composite of customer linking capability, customer response capability, customer empowerment capability, and customer value management capability and to investigate its antecedents and consequences. This research identifies the social media infrastructure and customer centricity as sources from the firm side and social media-enabled customer power as a source from the customer side that may influence the development of social media-enabled co-creation capability and identifies relational value for firms that could result from this capability. The research framework is tested with data from multiple sources, comprising firms’ managers and their customers on Facebook fan pages via a Web-based survey as well as the Social Insight database, which tracks firms’ reports of operations of Facebook fan pages. This research uses partial least squares (PLS) and hierarchical linear modeling (HLM) to test the single-level and cross-level hypotheses. The research results reveal that the social media infrastructure, customer coercive power, and customer expert power are positively related to the development of social media-enabled co-creation capability, which in turn leads to greater customer loyalty and customer engagement. The results also reveal that the impact of the social media infrastructure on customer loyalty is fully mediated by the social media-enabled co-creation capability. The findings provide guidelines for managers to better understand what capability dimensions should be developed within their own firms and appropriate resources for investment to facilitate the development of social media-enabled co-creation capability. This research suggests that when firms develop a higher level of social media-enabled co-creation capability, both firms and customers can benefit.

本研究以日本UMPC超級行動電腦品牌KJS為例，探討「消費者購買動機」、「品牌形象」與「顧客滿意度」、「顧客忠誠度」間之關係及影響因素，以期提供小型可攜式電腦產業及UMPC品牌業者行銷策略與品牌發展之參考。 本研究採問卷調查與深度訪談方式進行研究，問卷調查方面，共取得267份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、相關分析與迴歸分析，將資料進行統計分析及獲得假設驗證；深度訪談方面，共進行兩次的深度訪談，藉由訪談專業人士，探索個案品牌行銷策略與產品規劃。 研究結果得知，消費者對個案品牌產品之滿意度，受人口統計變項中之性別、年齡、教育程度及擁有可攜電腦數量等變項之影響；而消費者對個案品牌產品之忠誠度，不受人口統計變項的影響。此外，消費者對個案品牌產品之滿意度，受消費者購買動機及品牌形象部分變項的影響；而消費者對個案品牌產品之忠誠度，也受消費者購買動機及品牌形象部分變項的影響。整體而言，個案品牌產品顧客滿意度之高低，會影響顧客忠誠度之高低，且呈現正相關。 針對目前個案及市場現狀，在產品方面，建議個案可再加強宣傳觸控螢幕及產品娛樂功能的開發，品牌方面則是不論從問卷資料及訪談資料中，均顯示出KJS在台灣市場擁有很好的品牌形象，因此應以此為品牌核心價值，專注於原本的利基市場，雖然可以視市場狀況延伸產品系列，然不宜投入過多資源進入低價市場，與低價小筆電作正面廝殺，而應作適當區隔。 / This research aims at discussing the relationships among purchase motivation, brand image, customer satisfaction and customer loyalty, and the influence factors of the four dimensions through a case study of UMPC-KJS brand in order to provide reference of marketing strategies and brand development for netbook and UMPC industry. This research used a questionnaire survey and in-depth interview to study. With regard to questionnaire survey, 267 valid samples were obtained by stratifies sampling. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, correlation and regression analysis. Besides, through in-depth interview with two professionals in this field to explore the marketing strategies and production planning of KJS brand. According to the results of this research, the customer satisfaction could be influenced by the demographics varieties from sex, age, education level and the number that one customer has, however, the customer loyalty could not be influenced by the demographics varieties. Besides, not only customer satisfaction but customer loyalty could be influenced by part factors of purchase motivation and brand image. Finally, customer loyalty gets higher if customers are satisfied. According to the present condition of the netbook market, there are some suggestions to KJS brand. First, KJS is proposed to focus on the development of touch-screen and entertainment features. Second, since KJS has a very good brand image in Taiwan, this should be the core values of the brand and KJS should focus on this original niche market. It’s necessary to make some market segmentation from other netbook brand.

隨著行銷方式由大眾行銷演進至區隔行銷，現今已進入1-1行銷的時代。由於媒體廣告的過多，其實際的廣告效果已漸受質疑。行銷的手法不再是拍一支好的廣告片就可以擄獲所有消費者的購買，加上社會結構、型態的改變，科技的突飛猛進，消費者可選擇的產品種類愈來愈多，因此行銷競爭壓力更甚以往，而如何「有效」吸引消費者的購買便成為今日企業的重要課題。「資料庫行銷」的導入，可以透過有系統的分析，更精確地鎖定目標客群，進而從節省行銷成本與提升銷售業績雙方面，替公司帶來良好的利潤貢獻，也解決了企業銷售上的困境。 本研究屬於探索性研究，全文共分為六個章節。從資料庫行銷的相關議題方面探究，經過文獻探討、融入實務經驗、產生研究架構，並做為個案研究的訪談依據，以了解現行金融業在資料蒐集、資料庫軟硬體上的選用考量與管理、資料分析方法的運用程度、行銷計劃的執行及售後顧客管理上的態度與手法。整體架構在透過四家銀行：陽信商業銀行、中國信託商銀、玉山銀行及匯豐銀行的實證後，發現架構的適用性極高，充分兼顧了學理與實用性。另一面，環顧過去許多文獻中有關資料庫行銷的整體規劃模式，在構面上均多少有所不足。因此本研究乃融合文獻中之許多說法及實務運作所發展出，以補坊間書籍之缺。而在行銷作法上乃將傳統行銷學理的精神轉化為實際可執行的行動，分別從「潛在顧客開發」與「現有顧客滲透」兩方面依序開列步驟，更利從業人員落實資料庫行銷的執行。 經由第四章的研究分析可發現，目前國內在資料庫行銷的導入上尚未臻成熟，以金融業為例，中國信託商銀挾龐大信用卡顧客資料，加上公司本身的積極投入與耕耘，目前在這方面的發展腳步居領先優勢。因此資料庫行銷帶來的績效使金融同業莫不領會到導入此作法的必要性。以目前行銷手法觀之，外國銀行原先的資料庫行銷優勢將漸被本國銀行趕上，而本國銀行在售後顧客管理上又不如外國銀行佳。 理論架構的發展雖極具實用性，惟發展之過程仍不免有抽樣及深度等客觀因素上的限制。在後續研究上，建議未來的研究學人可自架構中個別議題上深入研究、或分析不同銀行對相同金融商品採資料庫行銷後的成果差異、或選個別單一公司做導入前後的研究，真正驗證資料庫行銷模式引進後的實際差異。

台灣汽車市場從1990年起便邁入成熟期，年銷售量約40~55萬台，每公里道路的汽車數155.9台，遠高於美、日等國。由於國內經濟成長趨緩、地狹人稠，未來市場擴充性有限，12家汽車製造廠間的競爭激烈可期。而2002年起台灣加入WTO後，國產車業者受到關稅降低、進口地區限制取消等措施的影響，生存空間飽受威脅，但台灣汽車業者的因應之道卻相當有限，因為產品原始設計控制在國外技術合作對象手中，自己可以設計改型的空間及能力有限，在生產和配送上的效率也幾乎發揮到極致，最後的競爭優勢應該在行銷及服務方面。所以近幾年來，部分汽車業者便積極導入顧客關係管理，希望將過去以產品為主的思維模式轉為以顧客服務為主的思維模式，和顧客建立長期且親密的關係，以提高顧客滿意度。 　　本研究針對Mitsubishi、Toyota、Nissan等台灣前三大汽車品牌，瞭解同一品牌之製造商與經銷商如何一起推動顧客關係管理，各汽車品牌業者在推動顧客關係管理之異同點，以及造成此異同點之原因等。根據國內外相關文獻的論述，本研究認為企業所重視的顧客生命週期階段、整個服務傳送系統內所有成員的權力關係，以及組織特有的資源條件，均可能影響該企業或整個服務傳送系統之顧客關係管理的規劃內容，因此透過對國內三大汽車品牌業者的觀察與訪談，歸納出下列發現： 　　一、台灣汽車業者已處於企業穩定發展階段或是產品成熟期的市場，使得顧客關係管理偏重在維繫及強化既有的顧客關係，一般是在核心產品之外，提供可以促進交易便利的顧客服務及降低顧客成本的產品組合。 　　二、由於顧客資料記錄不完整且維護不易，難以透過統計分析找出隱藏在龐大顧客資料背後的知識，使得台灣汽車業者較少投入在維持有價值的顧客或是重新找回曾離開過的顧客，也就是說較少導入行銷方面的顧客關係管理功能。 　　三、顧客關係管理的投資報酬率並非短期立現，但為了儘速看到成果，以強化主事者的推動決心，台灣汽車業者多半從與顧客互動程度較高、較容易看到改善成效的銷售及顧客服務方面的顧客關係管理項目著手。 　　四、汽車業者擁有較長的利益持續期間及服務傳送持續期間，使得單純的價格誘因，或是財務結合差異化服務的社交方式都不易具有維繫長期顧客關係的效果，因此台灣汽車業者會傾向運用財務、社交與結構結合的方式，也就是將資訊技術與整個服務傳送過程結合起來，建立使用習慣而提高顧客忠誠度。 　　五、台灣汽車業者在推動顧客關係管理時，往往涉及整個體系的組織、作業流程、資訊系統的變革，因此由該體系內權力基礎較豐厚的製造商或代理商負責整體規劃與導入，不過該體系製造商或代理商所擁有的相對權力優勢，則會影響整體顧客關係管理計畫的順利導入與否。 　　六、各汽車業者賴以成功的策略重點（e.g.生產或行銷）、財務能力、流程整合等資源條件，也會影響顧客關係管理的整體規劃方向及計畫的順利導入與否。 / Taiwan's auto industry has come to maturity from 1990. Limited by the lower economic growth rate and the heavier vehicle density, 12 automakers are in fierce competition with others for market share. In addition, Taiwan's auto industry is confronted with competition force by global autos since Taiwan being the membership of WTO in Jan, 2002. Considering the limited capability in design and the limited improvement in production and distribution, Taiwan's automakers realize that marketing and servicing are the keys to survive and success in the long run. Nowadays, some of the Taiwan's automakers and dealers are engaged in adopting CRM system to improve the customer satisfaction. 　　This research is empirical analysis of the Top3 auto brands in Taiwan. It aims at the study of how automakers and dealers under the same brand cooperating with others in adopting CRM, and what and why the differences the three auto brands having in adopting CRM. After reviewing some literatures, this research divides factors affecting the CRM adopting into customer life cycle stages which firms emphasize, the interfirm power in channel relationships, and firms' specific resources. 　　The findings in this empirical analysis are as follows： 　　1.Facing the stable and maturity stage for the auto industry, Taiwan's automakers and dealers focus on the sustenance and enforcement of customer relationships in adopting CRM system. They prefer to deliver the product mix with convenient customer services or lower searching cost not included in the core product. 　　2.Because of some unavoidable faults in customer records, automakers and dealers can't easily find specific information from data warehouse. It makes Taiwan's automakers and dealers less focus on the maintenance of valuable customers or winning back customers who have defected or are planning to. Maybe we can say that Taiwan's automakers and dealers less focus on the marketing in adopting CRM system. 　　3.It takes long time to show the benefit of adopting CRM system, so Taiwan's automakers and dealers prefer to setup sales and services supporting functions in adopting CRM system that heavily interact with customers and can easily show the improvement on customer relationships. 　　4.Auto industry offers the products and services with long duration of benefits and long duration of service delivery, automakers and dealers would like to bundle the functions of finance, society and structure. They link IT and service deliver processes to build customer-using model, and finally increase the customer loyalty. 　　5.The channel members with power advantage will take charge of the planning in adopting CRM system. In Taiwan's auto industry, makers or agents own the power advantages. In addition, the relative power advantages that makers or agents own influence the schedule of auto brand in adopting CRM. 　　6.Success strategy for some time past, financial ability, intergrated process, etc., also influence the schedule of auto brand in adopting CRM.

近年來電子商店已成為一種新興的零售通路，在美國有人預估未來幾年內，其市場規模將佔美國零售市場的6~8%(Rosen & Howard,2000)。這種，伴隨著Internet發展而快速成長的電子商務，逐漸的改變了人類的生活習慣，也創造了新的商業行為以及經濟模式，並成為近年來企業經營的熱門話題。 　　買賣雙方關係管理一直是企業經營之成功關鍵因素，忠誠的顧客可說是企業獲利的直接來源，多數學者認為行銷學的焦點已由過去傳統交易行銷轉移到今日注重建立並維持與顧客關係的關係行銷，這種被視為行銷新典範的關係行銷，其主要目的在提昇顧客的忠誠度及滿意度，建立良好的顧客凝聚力。 　　本文旨在精緻化Crosby, et al.(1990)所提實體環境之關係品質模式，並在原模式中納入「網路安全性」、「產品失驗(disconfirmation)」、「資產專屬性」等外生變數。企圖由交易成本(Williamson,1975)、關係品質(Crosby, et al.,1990)及科技接受模式(Davis,1989)觀點，來解釋及預測Internet消費者對電子商店關係品質（滿意度、信任）及忠誠度的心理歷程，進而建立具有理論基礎的電子商店關係品質之因果模式。 　　本研究架構包括前因變數（e.g.產品／服務品質、互動強度、網路安全性、產品失驗、資產專屬性）、中介變數（滿意度及信任）、結果變數（e.g.顧客忠誠度、未來互動）三層徑路關係。本理論架構廣納科技面（網路安全、人機介面易用性）、策略面（資產專屬性）、行銷面（互動強度）、產品面（產品失驗）、心理面（網路實用性、隱私權、信任、滿意度）等5大類影響關係品質及忠誠度之因素。 　　本研究同時採用定性及定量方法，來交互驗証結果。 　　定量部份，採隨機問卷抽樣台灣、香港、印度、大陸、美國共3231名Internet使用者的消費行為。分探索性及驗証性兩階段資料分析，前者以效度及信度來篩選量表題目，後者使用LISREL統計工具進行電子商店關係品質之結構性分析，以找出Internet關係品質（滿意度、信任）的前因及後果（e.g.顧客忠誠度、未來互動意願）。定量分析結果發現：(1)本研究B2C電子商店之關係品質模式獲得支持；(2)加強電子商店網站實用性、產品失驗、互動強度，及網路安全性，可提升關係品質；(3)網路安全防範仍是台灣電子商務發展的一項重要工作；(4)電子商店的服務品質、資產專屬性及關係滿意度，可提高顧客忠誠度以及商家的獲利；(5)關係品質的提升，可建立忠誠顧客，強化雙方未來互動。 　　定性分析方面，本研究訪談國內28家網路券商主管，輔以次級資料（網商內容分析、期刊雜誌、證交所網站等）搜集佐證，結果發現：網站服務品質愈佳、網站交易安全性及互動性愈高，不但可有效提升顧客的信任及滿意度（關係品質），且顧客忠誠也愈高。因此加強網站互動機制、網頁內容的客製化、優惠商品（手續費折扣）、及網站資產專屬性（知識專屬性、時間專屬性），都是券商套牢顧客的好方法。根據研究結果，本研究得到結論如下：(1)網路下單具有多項優勢，在台灣證券市場相當具有發展潛力。(2)網路證券由價格競爭走向商品／服務品質導向。(3)證券商品／服務走向多元化及國際化，朝網路金融服務中心發展。(4)網路券商在客製化服務方面較傳統券商可提供更佳服務。(5)網站加強核心資源的創新及累積，建立難以模仿的資產專屬性，提升顧客忠誠度。(6)網際網路是關係行銷的利器。(7)安全仍是網路證券業發展的障礙因素。 / Recently, The Electronic Store has become an up-and-coming retail channel. In America, some people estimate its market scale will hold six to eight percent of the American retail market in the oncoming years. Such kind of Electronic Commerce that increased rapidly by accompanying the development of Internet has gradually changed human living habits. In addition, Electronic Commerce has created a new commercial behavior and a new economic model. Furthermore, it has become one of the most popular issues in enterprises lately. 　　The relational management between buyers and sellers is always the key point for enterprises to run a business successfully. Loyal customers have affinitive connections for them to gain profits as well. Most of the scholars mention that the focal point on marketing has transferred from the traditional transaction in the past to relationship marketing that stresses on constructing and maintaining the good enterprise-customer relationship nowadays. The main purpose of relationship marketing regarding as novel mode for selling is to increase customer loyalties and satisfactions, and also to promote fine customer concentrations 　　For this content, the keynote is to refine the relationship quality model of physical environment, and adopt extraneous variable of net security, product disconfirmation, asset specificity that are from the original model. Additionally, we attempt to use concepts of Transaction Cost (Williamson, 1975), Relationship Quality (Crosby, et al., 1990), and TRA (Theory of Reasoned Action) (Davis, 1989) to explain and predict Internet customers'' psychological process for satisfaction, trust, and loyalty in Relationship Quality of Electronic Store, and then, to build up cause and effect pattern of Relationship Quality of Electronic Store that is provided with theoretical basis. 　　The research structure consists of three-path relations. It is including (1) Ancestor Variables (ex. products, services qualities, contact intensities, Internet securities, product disconfirmations, and asset specificities) and (2) Intervening Variables (such as satisfactions and trusts), and (3) Consequent Variables, (ex. customer loyalties, and future interactions). Meanwhile, the width of this theory focuses on six main reasons of influencing the Relationship Quality and customer loyalty, such as technologies (Internet securities, user interfaces, and eases of uses), strategies (asset specificities), marketings (contact intensities), products (product disconfirmations), psychologies (Internet usefulnesses, privacies, trusts, and satisfactions), and domestic cultures. 　　According to this research, it simultaneously adopts two ways of the Qualitative Analysis and Quantitative Analysis to verify its result. 　　For Quantitative Analysis, it takes randomly survey samples which amounts to 3,231 consumers from Taiwan, Hong Kong, India, China, and America to know the psychographics of internet users. In this part, it''s divided into two steps in information analysis. One is the Explorative, and the other one is the Confirmatory. The former one adopts validity and reliability to shift scale item; the later one uses statistic tools, called" LISREL" to carry out structural analysis in the Relationship Quality Model of Electronic Store, and confirms to find out the cause and effect (Customer loyalty and further interaction) of the Relationship Quality (Satisfaction and trust). Through the result of Quantitative Analysis, we can find out: 1) The research, called "B2C Electronic Store" the Relationship Quality Model is able to obtain the support; 2) When strengthening Electronic Store''s internet usefulness, product disconfirmation, contact intensity, and internet security, it can promote the Relationship Quality well; 3) For the development of Electronic Commerce in Taiwan, the internet security precaution still takes as a serious problem to solve; 4) Stressing on Electronic Store''s service quality, asset specificity and relationship satisfaction can increase customer loyalty and enterprise''s profit; 5) Increasing Relationship Quality can posses loyal customer, and further enhance bilateral future interaction. 　　For the Qualitative Analysis, we interview 28 on-line broker firms in Taiwan, and collect the secondary information (web content of online-broker analysis, periodical magazine, and stock exchange website), as a result, we find out that the better the website''s service quality, the greater transition security and interaction. For this research, it can not only effectively increase the customer trust and satisfaction (the relationship quality), but also build up the high customer loyalty. Hence, it is a good way for brokers to underpin the amounts of customers by uplifting the website interactive mechanism, customized website contents, off-price merchandize (fee discounts), website asset specificities (knowledge and time specificity). Base on the result in this research, we conclude that: (1) An order from the website has varieties of advantages, so it''s equipped the capability of development in Taiwan stock market; (2) Website bond has moved toward merchandize or service quality instead of price competition; (3) Bond merchandize and service has become diversified and global pattern, and it faces toward the Service Center of Online-banking form; (4) Due to the customized service, current online-broker can provide better service than traditional one; (5) For the invention of strengthening core resource, it can have their own asset specificity that is hard to imitate, and promote customer loyalty; (6) Internet is a good toll for the Relationship Marketing; (7) Security is still the main obstacle for the internet stock market development.