The intention of this master thesis is the presentation of the selected trends in CRM information systems. The opening part is aimed at management of customer relationships, which are analysed in terms of marketing and ICT technologies. This part also introduces the readers to the architecture of CRM information systems and to possible ways of implementing of these solutions. Moreover, it presents some vendors of CRM solutions that are leaders on the market. The following part is solely focused on the trends in CRM information systems. These trends are primarily related to cloud computing, social CRM and the internet of things. The next part of this thesis applies the findings from the previous chapters in a practical way. It deals with a creation of the request for a new CRM solution in an actual company from SME segment. The introduction of this chapter presents the chosen enterprise and analyses the current state of CRM and ICT in this company. The next part defines expected goals and the main requirements for a new CRM solution in the company. The conclusion of this part is focused on the choice of suitable vendors who will be asked for proposal and the evaluation criteria of the bid. The outputs of this master thesis will serve as a basis for the preparation of an actual request for proposal of a new...

[ES] El mercado y las transacciones comerciales se desarrollan en la actualidad en un entorno cada vez más dinámico y cambiante, que obliga a las empresas a adaptarse a expectativas cada vez más específicas y exigentes por parte de los clientes, y a una competencia feroz por mantener y ampliar la ventaja competitiva para poder subsistir. La fidelización de los clientes, y el establecimiento de relaciones comerciales duraderas con ellos a largo plazo es una de las formas más eficientes a través de las cuales las empresas pueden conseguir estos objetivos. Para ello es fundamental tener la mejor información posible sobre los clientes, así como establecer estrategias coherentes para la gestión de las relaciones con ellos. Poner al cliente como foco y centro de toda la cadena de valor de las empresas asegura que, desde la toma de requerimientos para satisfacer las necesidades de los clientes, hasta la provisión de bienes y servicios que satisfagan dichas necesidades, pasando por todas las etapas de su proceso productivo, están diseñadas y orientadas a conseguir la máxima satisfacción del cliente y con ello su fidelidad y una relación comercial duradera y beneficiosa. Las Tecnologías de Información y Comunicación (TIC) son clave para cualquier estrategia dirigida a la consecución de estos objetivos, tanto por su potencia en el manejo de la información valiosa de gestión empresarial, como por el cambio cultural que introducen en las empresas que adoptan estos sistemas en su camino hacia la transformación digital. En las últimas dos décadas ha crecido especialmente el interés por una de estas tecnologías, en concreto los sistemas Customer Relationship Management (CRM), cuyo ámbito de trabajo es la gestión de las relaciones con los clientes. CRM nace en los años 70 con el objetivo de automatizar la fuerza de ventas de las empresas, es decir, sistematizar e informatizar los procesos comerciales en tres áreas: ventas, marketing, y servicios. El objetivo primero de CRM era que toda acción emprendida por cualquiera de los agentes de la empresa, en cualquiera de estas tres áreas de gestión de relaciones con los clientes, estuviera registrada y accesible para el resto de los agentes clave de la empresa. Con CRM se conseguía unificar y tener de forma coherente y consistente toda la información de gestión de relaciones con los clientes. El dinamismo y competitividad de los mercados, alentado por la globalización y el acceso a información y mercados diversos y dispersos, ha movido a las empresas a buscar estrategias de gestión que hagan sostenibles en el tiempo sus ventajas competitivas. CRM se ha mostrado como una de estas herramientas más valiosas, aportando expectativas no solo de beneficios de explotación actual por su gestión de la información relacionada con la gestión del conocimiento sobre los clientes, sino también de beneficios a futuro por su directo impacto en los procesos de innovación. Una vez definidos cuales son los beneficios esperados por parte de las empresas que deciden implementar sistemas CRM, se plantea la cuestión de saber en qué condiciones estos beneficios se suelen dar en la realidad. El presente trabajo de investigación ha pretendido comprobar cuáles son las condiciones que pueden hacer que el uso CRM por parte de las empresas venga acompañado consecuentemente de mejoras en los resultados empresariales, de modo que las conclusiones ayuden a las empresas a tomar sus decisiones sobre su adopción de dichos sistemas CRM. La conclusión general del estudio es la confirmación de que una buena cultura de gestión de la relación con los clientes ("customer relationship management") es clave para tener un buen resultado empresarial, ya que está en línea con las teorías modernas del marketing relacional que se enfocan en la gestión centrada en el cliente. A esta relevancia de la cultura de gestión centrada en el cliente, se agrega que el uso de tecnologías CRM puede y de / [CA] El mercat i les transaccions comercials es desenvolupen en l'actualitat en un entorn cada vegada més dinàmic i canviant, que obliga les empreses a adaptar-se a expectatives cada vegada més específiques i exigents per part dels clients, i a una competència feroç per mantindre i ampliar l'avantatge competitiu per a poder subsistir. La fidelització dels clients, i l'establiment de relacions comercials duradores amb ells a llarg termini és una de les formes més eficients a través de les quals les empreses poden aconseguir aquests objectius. Per a això és fonamental tindre la millor informació possible sobre els clients, així com establir estratègies coherents per a la gestió de les relacions amb ells. Posar al client com a focus i centre de tota la cadena de valor de les empreses assegura que, des de la presa de requeriments per a satisfer les necessitats dels clients, fins a la provisió de béns i serveis que satisfan aquestes necessitats, passant per totes les etapes del seu procés productiu, estan dissenyades i orientades a aconseguir la màxima satisfacció del client i amb això la seua fidelitat i una relació comercial duradora i beneficiosa. Les Tecnologies d'Informació i Comunicació (TIC) són clau per a qualsevol estratègia dirigida a la consecució d'aquests objectius, tant per la seua potència en el maneig de la informació valuosa de gestió empresarial, com pel canvi cultural que introdueixen en les empreses que adopten aquests sistemes en el seu camí cap a la transformació digital. En les últimes dues dècades ha crescut especialment l'interés per una d'aquestes tecnologies, en concret els sistemes Customer Relationship Management (CRM), l'àmbit de treball del qual és la gestió de les relacions amb els clients. CRM naix en els anys 70 amb l'objectiu d'automatitzar la força de vendes de les empreses, és a dir, sistematitzar i informatitzar els processos comercials en tres àrees: vendes, màrqueting, i serveis. L'objectiu primer de CRM era que tota acció empresa per qualsevol dels agents de l'empresa, en qualsevol d'aquestes tres àrees de gestió de relacions amb els clients, estiguera registrada i accessible per a la resta d'agents clau de l'empresa. Amb CRM s'aconseguia unificar i tindre de manera coherent i consistent tota la informació de gestió de relacions amb els clients. El dinamisme i competitivitat dels mercats, encoratjat per la globalització i l'accés a informació i mercats diversos i dispersos, ha mogut a les empreses a buscar estratègies de gestió que facen sostenibles en el temps els seus avantatges competitius. CRM s'ha mostrat com una d'aquestes eines més valuoses, aportant expectatives no sols de beneficis d'explotació actual per la seua gestió de la informació relacionada amb la gestió del coneixement sobre els clients, sinó també de beneficis a futur pel seu directe impacte en els processos d'innovació. Una vegada definits quals són els beneficis esperats per part de les empreses que decideixen implementar sistemes CRM, es planteja la qüestió de saber sota quines condicions aquests beneficis se solen donar en la realitat. El present treball de recerca ha pretés comprovar quines són les condicions que poden fer que l'ús CRM per part de les empreses vinga acompanyat conseqüentment de millores en els resultats empresarials, de manera que les conclusions ajuden les empreses a prendre les seues decisions sobre la seua adopció d'aquests sistemes CRM. La conclusió general de l'estudi és la confirmació que una bona cultura de gestió de la relació amb els clients ("customer relationship management") és clau per a tindre un bon resultat empresarial, ja que està en línia amb les teories modernes del màrqueting relacional que s'enfoquen en la gestió centrada en el client. A aquesta rellevància de la cultura de gestió centrada en el client, s'agrega que l'ús de tecnologies CRM pot i deu ajudar a millorar l'acompliment de l'empresa. / [EN] The market and commercial transactions are currently developing in an increasingly dynamic and changing environment, which forces companies to adapt to increasingly specific and demanding expectations from customers, and to a fierce competition to maintain and expand the competitive advantage in order to survive. The loyalty of customers, and the establishment of lasting business relationships with them in the long term is one of the most efficient ways through which companies can achieve these objectives. For this purpose, it is essential to have the best possible information about customers, as well as to establish coherent strategies for managing relationships with them. Putting the client as the focus and center of the entire value chain of companies ensures that, from the study of requirements to satisfy the needs of clients, to the provision of goods and services that satisfy said needs, passing through all stages of its production process, are designed and oriented to achieve maximum customer satisfaction and with it their loyalty and a lasting and beneficial business relationship. Information and Communication Technologies (ICT) are key to any strategy aimed at achieving these objectives, both because of their power in handling valuable business management information, and because of the cultural change they introduce in companies that adopt these systems on their way to digital transformation. In the last two decades, interest in one of these technologies has grown especially, specifically the Customer Relationship Management (CRM) systems, whose scope of work is the management of customer relationships. CRM was born in the 70s with the aim of automating the sales force of companies, that is, to systematize and computerize business processes in three areas: sales, marketing, and services. The first objective of CRM was that any action taken by any of the company's agents, in any of these three areas of customer relationship management, be registered and accessible to the rest of the company's key agents. With CRM it was possible to unify and have in a coherent and consistent way all the information on customer relationship management. The dynamism and competitiveness of the markets, encouraged by globalization and access to information and diverse and dispersed markets, has prompted companies to seek management strategies that make their competitive advantages sustainable over time. CRM has proven to be one of these most valuable tools, providing expectations not only of current operating benefits due to its management of information related to customer knowledge management, but also future benefits due to its direct impact on processes of innovation. Once the expected benefits of companies that decide to implement CRM systems have been defined, the question arises of knowing under what conditions these benefits usually occur in reality. The present research work has tried to verify which are the conditions that can make the use of CRM by companies consequently accompanied by improvements in business results, so that the conclusions help companies make their decisions about their adoption of such CRM systems. The general conclusion of the study is the confirmation that a good culture of customer relationship management ("customer relationship management") is key to having a good business result, as it is in line with modern theories of relationship marketing that they focus on customer-centric management. To this relevance of the customer-centric management culture, it is added that the use of CRM technologies can and should help improve company performance. An adequate innovation strategy appears as the ideal complement to the strategies for the use of culture and CRM technologies in order to improve business results. / Guerola Navarro, V. (2021). Impacto del grado de implementación del Customer Relationship Management (CRM) y la Estrategia de Innovación en los resultados empresariales. Aplicación al sector vitivinícola español [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/166614 / TESIS

In current market conditions, even a healthcare facility has to stack up against competition. An effective quality control of the health care provided, and an excellent perception of customers' needs are crucial, in order to achieve this objective. Customer satisfaction represents important feedback from the clients. Taking this into account, any healthcare facility should measure and evaluate satisfaction of the customers, having as an objective, a permanent improvement of the services provided. The aim of this thesis is to measure healthcare quality in a healthcare laboratory through evaluation of a questionnaire survey on patient satisfaction. The thesis consists of a theoretical and an empirical part. The theoretical part describes quality control systems in healthcare laboratories, defines the concepts of product, marketing and marketing mix "C". It also focuses on the patient, as a priority customer of the healthcare system, and defines the main reasons for examining their satisfaction. The empirical part gives firstly, an overview of activities of a particular healthcare laboratory. Subsequently, it describes the research performed and interprets the data received. There are 69.7 % of patients satisfied with the provided laboratory services. The satisfaction is determined by their age and by...

This thesis explores the potential for integrating established e-commerce success factors (ECSF) into service-oriented e-business (SOEB). It examines whether traditional e-commerce principles can be adapted to SOEB practices. The research follows a dual-path approach, analyzing the SOEB literature and comparing empirical data from SOEB practices with this literature, as well as conducting a parallel comparative analysis of ECSF to determine which factors are relevant in the context of SOEB. Our findings reveal that while ECSF cannot be directly replicated in SOEB due to different operational contexts, many ECSF are naturally aligned with SOEB domain needs, but require contextual adaptation. Key success factors such as customer relationship management & customer support, personalized service delivery, platform usability, and robust security measures are important for both domains. The study also highlights the growing importance of servitization and social sustainability in SOEB, reflecting a shift in consumer values toward more socially responsible business practices. A theoretical model was developed to illustrate the transferability of ECSF to SOEB. This model distinguishes foundational factors already integrated to SOEB and identifies new factors for future exploration. It serves as a practical framework for industry practitioners seeking to extend SOEB operations through the use of e-commerce strategies. The research contributes to the academic discussion by bridging the unexplored gap between e-commerce and SOEB literature and presents an approach to incorporate ECSF to SOEB contexts. Future research directions include empirically testing the theoretical model, exploring additional e-commerce success factors, and investigating the role of emerging technologies and social sustainability in SOEB.

This study aims to investigate the interplay between customer attitudes toward sustainable banking practices and their decision-making processes when selecting banks, focusing on the influence of Customer Relationship Management (CRM) systems in this dynamic. The research explores how a major Swedish bank communicates its sustainability efforts through CRM strategies, shaping customer perceptions and engagement. By integrating frameworks of CRM theory, Corporate Social Responsibility (CSR) theory, and the Theory of Planned Behavior (TPB), the study seeks to bridge the gap between theoretical knowledge and practical implementation in sustainable banking. A qualitative research design was employed, utilizing semi-structured interviews with twelve customers of a major Swedish bank. These interviews provided rich, detailed data on customer perceptions, attitudes, and behaviors related to sustainability in banking. Additionally, document analysis of the bank’s annual sustainability report and CRM approaches was conducted to contrast publicized efforts with actual customer perceptions. The major findings reveal that customers prioritize sustainability in their banking decisions and expect banks to adopt and promote sustainable practices. Effective communication of sustainability initiatives through CRM systems significantly enhances customer loyalty and engagement. However, the study also highlights limitations, including the focus on a single bank and geographic region, which may restrict the generalizability of the findings. This research contributes to the theoretical understanding of how sustainability initiatives can be effectively communicated and perceived through CRM systems, enhancing customer engagement and loyalty. It underscores the importance of aligning CRM strategies with sustainability goals, providing practical insights for banks aiming to enhance their sustainability efforts. The findings support the development of more robust theories around the integration of sustainability into CRM and CSR practices, ultimately contributing to global sustainability targets.

Lors de la polymérisation en suspension du chlorure de vinyle, il se forme sur les parois un dépôt de polychlorure de vinyle (PVC). Ce phénomène, nommé encroûtement, génère des problèmes car il limite la production de PVC et affecte la qualité du produit final. Dans ce contexte, un projet FUI (Fond Unique Interministériel) intitulé «Ecoating», a été financé dans le cadre d’une collaboration entre plusieurs partenaires industriels et universitaires (INEOS ChlorVinyls, Mäder Research, Avenir Group, LPIM, ESPCI-ParisTech). Deux thèses ont vu le jour au LPIM, avec pour but de développer un revêtement (photo)polymère aux propriétés anti-encroûtement durables qui permettrait d’améliorer la qualité du PVC produit, d’augmenter les quantités produites et ainsi d’améliorer la compétitivité des usines de PVC. Cette thèse s’inscrit dans le développement d’un vernis photopolymère répondant au cahier des charges. Pour éviter l’encroûtement des réacteurs, il est nécessaire de stopper une étape du mécanisme d’encroûtement comme l'adsorption sur les parois du réacteur d’un copolymère nommé Acvagen Graft Copolymer (AGC). Ce copolymère est très actif dans le phénomène d’encroûtement (site de nucléation) et se trouve principalement dans la phase aqueuse du milieu réactionnel. La stratégie de recherche élaborée dans ce projet a été basée sur le développement d'un revêtement photopolymère présentant une faible affinité pour l'eau et devant adhérer à la surface des réacteurs pour éviter la formation de croûte. Les polymères à base de fluoroacrylates ont été les premiers candidats choisis dans cette étude du fait que leurs propriétés exceptionnelles (faible énergie de surface, stabilité chimique et haute hydrophobicité...) pouvaient éviter l'adsorption de l'AGC sur les parois du réacteur, et par conséquent le développement de la croûte. Une recherche bibliographique a été réalisée pour comprendre le comportement particulier de ces molécules qui migrent vers la surface du film et s’organisent en surface pour donner des surfaces hydrophobes. Des mélanges de résines fluoroacryliques modèles ont été testés pour évaluer le caractère hydrophobe du revêtement, comprendre la migration des molécules de fluor vers l’interface en fonction de la nature de substrat et aussi déterminer l’influence de l’ajout d’additifs fluorés au mélange sur les propriétés globales du film. Cette étude nous a permis de comprendre l’influence de l’additif fluoré sur les propriétés chimiques et physiques du film. À l’échelle du laboratoire des tests d’immersion de ces revêtements déposés sur l’acier inoxydable ont étés réalisés dans l’eau chaude (80°C) afin de caractériser leur caractère hydrophobe en fonction du vieillissement dans l’eau chaude ainsi que l’adhésion du film au substrat. Nous avons observé une diminution de l'hydrophobicité de la surface du film au cours du temps lors d’une immersion. [...] / Our scientific approach has explored different strategies to develop a durable UV-cured coating with antifouling properties to prevent the crust formation. Firstly, the potential of fluoroacrylate photocurable coatings was exhaustively investigated. Indeed, their outstanding properties (low surface energy, chemical stability and high hydrophobicity...) could limit the adsorption of the AGC on the reactor walls and further encrusting. A bibliographic research highlighted the behavior of fluorinated monomers on film surface and the parameters affecting the hydrophobic properties. Different fluorinated monomers were selected. At low concentration, they provide hydrophobic surfaces on 316L stainless steel, the reference substrate. However, a decrease of the films surface hydrophobicity in hot water was observed with time, and was attributed to a disorganization of the fluorinated chains on the coating surface. An optimization of the amount of fluoroacrylate monomer was performed by confocal Raman microscopy (CRM) to promote the fluorinated chains stability on the surface before and after immersion in hot water at 80°C. The beneficial effect was found maximal at a concentration ranging from 1 to 1.8 wt%. However, even after this optimization, a decrease of the film surface hydrophobicity was observed for increased immersion time in hot water. Therefore, optimized fluoroacrylate monomer concentration was combined with alternated thermal/immersion post-treatment and has conducted to more stable photocured films. This result was attributed to a rigidification of the fluorinated chains on the film surface limiting thus, the extent of their disorganization. After this study realized at a laboratory scale, we tested the photocured coating in the VCM pilot reactor. A surface cleaning, an increase of the stainless steel roughness by shot blasting and the use of alkoxysilanes as coupling agents were implemented in order to enhance the adhesion properties of the photopolymer film on stainless steel. In addition, the use of a fluorinated monomer containing a heteroatom improved the rigidification when associated with the alternated thermal/immersion post-treatment. The crust formation was limited during four successive polymerizations in the VCM pilot reactor. A durable anti-fouling UV-coating could be not obtained due to some swelling phenomena resulting from the lack of coating adhesion or some abrasion occurring from small PVC pellets during the PVC polymerization.A second part of this project was dedicated to superhydrophobic coatings. Indeed, reducing interaction with water should lead to a better protection of the substrate. A literature review on the superhydrophobic surfaces has shown that the contact with hot water generally strongly affects their antiwetting properties and induces a large contact angle decrease. [...]

Text in English with abstracts in Zulu and Afrikaans / Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As a complement to the quantitative research phase of the study, a Self-Assessment Manikin attitude measure was applied to a sample of 120 customers. This phase of the study highlighted pertinent emotional elements as key mediators in securing sustainable retail brand loyalty. In this regard, Woolworths and Pick n Pay recorded the most favourable perceptions on four stimuli, namely quality, customer rewards, customer care and brand logos. The study also applied eye tracking and galvanic skin response techniques to a sample of 10 participants to determine customers’ psychophysiological reaction to the four stimuli. Galvanic skin response findings showed that customers were especially engaged with Spar, Shoprite/Checkers and Pick n Pay, while eye tracking findings showed customers’ higher visual engagement with Shoprite/Checkers, Pick n Pay and Spar. A key overall finding of this study was the significant role of feelings and emotions in driving customer loyalty. Retail brands lose relevance when they fail to connect emotionally with customers, and without that emotional attachment, brands can easily be replaced by generic imposters. A comprehensive understanding of customer behaviour remains a quandary for marketing and business practitioners. In an attempt to address this limitation, the current study used insights from non-verbal attitudinal and psychophysiological measures to obtain a more comprehensive behavioural understanding of retail customers. / Nakuba imboni yezitolo ezihwebayo yaseNingizimu Afrika ibonise ukukhula nokudlondlobala okukhulu futhi idlala indima esemqoka emnothweni wezwe, ibhekene nezinselelo eziningana futhi ezihlukahlukene, kubandakanya indlelakuthenga yamakhasimende eguquguqukayo kanye nalokho okulindelwe ngamakhasimende nezimfuno zawo, ukungenisa ngezinkani kwemboni yokuhweba nge-intanethi nobuxhakaxhaka bobuchwepheshe besimanjemanje, ukungena kwezitolo eziyizikhondlakhondla emakethe yezitolo ezihwebayo, kanye nokukhula kokubaluleka kwabantu abahlala emadolobheni abasesigabeni sempilo esimaphakathi kanye namandla abo okuthenga. Lokhu kudala ubungozi obuvamise ukuba ngaphezu kwamandla nolawulo lwezitolo ezihwebayo. Ngakho-ke, kunomkhankaso oqhutshwa yizitolo zonkana ezihlose ngawo ukwakha ubudlelwano namakhasimende kanye nokuqinisekisa ukwethembeka kwamakhasimende ukuze zikwazi ukumelana nezimo ezikhona esikhathini samanje embonini yezitolo ezihwebayo, futhi ekugcineni, ukuze zikwazi ukusimamisa ibhizinisi lazo liqhubeke njalo futhi likhule lidlondlobale. Kuphawulekile emibhalweni efundiwe ukuthi ukuqonda kanye nolwazi olujulile olukhona njengamanje mayelana nokuziphatha kwamakhasimende eNingizimu Afrika emkhakheni wezitolo ezihwebayo ikakhulukazi kuwumphumela wokukalwa kwezinga lokuthatha izinqumo ngobuhlakani nokwenza izinto emva kokucabangisisa, kepha-ke ngakolunye uhlangothi kuvamise ukushaywa indiva ukwenza izinto kwamakhasimende ngaphandle kokuqaphela nokucophelela futhi ngokuthathela izinto phezulu noma ngaphandle kokucabangisisa ngalokho akwenzayo. Lolu cwaningo okubikwa ngalo kulo mbiko wocwaningo luzamile ukubhekana naleli gebe elikhona njengamanje eliphathelene nokuntuleka kolwazi. Lolu cwaningo lwamanje lufaka isandla esinohlonze kanye nemibono ephusile olwazini olukhona, ngokusebenzisa amathuluzi asekelayo ajwayelekile kanye nalawo asebenzisa ubuchwepheshe bokukala ukusebenza kwengqondo, ngaphansi kwedizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo, ngenhloso yokukala imizwa ezwakaliswa ngomlomo, ngezenzo noma ngeminyakazo yomzimba, okuyinto ebonisa izimo nezici-bunjalo ezisemqoka futhi ezinomthelela omkhulu eziphathelene nokusebenza kwengqondo kanye nemizwa, okuyizona ezilawula izinqumo zamakhasimende eziphathelene nokuthenga. Ngenhloso yokuqonda ngokuphelele ukuziphatha kwamakhasimende, lolu cwaningo lwacubungula futhi lwahlaziya ikakhulukazi izici-bunjalo zemizwa elawula ukwethembeka kwamakhasimende embonini yezitolo ehlelekile yaseNingizimu Afrika. Ukuze kucutshungulwe futhi kuchazwe kokubili izinhlobo zezitolo kanye nezimo ahlangabezane nazo amakhasimende mayelana nezici-bunjalo ezenza amakhasimende athembeke esitolo esithile futhi athenge kusona ngaso sonke isikhathi, isigaba socwaningo esiphathelene nolwazi oluphathekayo nolubonakalayo sasebenzisa idizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo. Le dizayini beyibandakanya ama-semi-structured interviews enziwa nababambiqhaza bocwaningo abayisishiyagalombili, okuyizingxoxo ezabe zigxile ekucubunguleni ukwethembeka kwamakhasimende okuphathelene nokuziphatha kwawo kanye nendlela abuka ngayo izinto ngaphansi kwesimo seqhingasu lokuphathwa kobudlelwano namakhasimende. Ngokususela kwimiphumela eyatholakala kwinhlolovo ebandakanya abathengi abangama-300 okwaxoxiswana nabo ezikhungweni ezinenxanxathela yezitolo, ucwaningo lwahlonza izimo nezi-bunjalo ezikhuthaza futhi zihehe amakhasimende okuyizona ezingasetshenziswa ukuchaza kangcono ukwethembeka kwamakhasimende ezitolo ezithile, okuyikhwalithi yomkhiqizo, ukufinyeleleka kalula kwendawo lapho kutholakala khona isitolo, ukunakekelwa kwamakhasimende, imikhiqizo ehlukahlukene kanye nokutholakala kwayo, ngokunjalo namanani-ntengo angambi eqolo. Ngaphezu kwalokho, imiphumela eyatholakala ohlaziyweni lwezinqumo ezithathwe ngokubheka ubufakazi kanye nokuqonda okujulile (structural equation modelling, two-step cluster analysis, optimal scaling kanye ne-multivariate binary regression analysis) yabonisa ukuthi ukwethenjwa kohlobo lomkhiqizo, ukukhanga nokuthandeka komkhiqizo kanye nokwethembeka okuphathelene nendlela-kubuka kuyizibikezeli ezisemqoka zokuziphatha kwamakhasimende okuhambisana nokwethembeka emikhiqizweni ethile. Futhi ngaphezu kwalokho, ukwethembeka kwamakhasimende kuyehluka, futhi lokhu kuncike ekuhehelekeleni kwamakhasimende ezitolo enkulu ezihloliwe. Mayelana nalokhu-ke, abakwa-Pick n Pay, Massmart kanye nabakwa-Shoprite/Checkers yizona zitolo ezibonise ukuthandwa kakhulu ngamakhasimende. Njengendlela yokweseka nokunezezela phezu kwesigaba socwaningo olukhwantithethivu olwenziwe, kwasetshenziswa isikali sendlela-kubuka esibizwa nge-Self-Assessment Manikin kwisampula yamakhasimende ayi-120. Lesi sigaba socwaningo saqhakambisa izimo nezici-bunjalo eziphathelene nemizwa ezifanelekile njengezinto ezisemqoka kakhulu ekuqinisekiseni ukwethembeka kwamakhasimende esitolo esithile ngokuqhubekayo. Mayelana nalokhu, abakwa-Woolworths kanye nabakwa-Pick n Pay babonisa ukuthandwa kakhulu ngamakhasimende mayelana nezici-bunjalo ezihehayo futhi ezikhuthazayo ezine, okuyikhwalithi, imivuzo yamakhasimende, ukunakekelwa kwamakhasimende kanye nemibala egqamile, igama elidumile nezimpawu zesitolo. Ucwaningo lwasebenzisa futhi nezindlela zokucwaninga eziphathelene nokulandela umkhondo wamehlo amakhasimende kanye nezimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo, okuyizindlela zocwaningo ezasetshenziswa kubabambiqhaza bocwaningo abayi-10 ngenhloso yokuhlonza indlela-kusabela kwamakhasimende ephathelene nengqondo nomzimba kulezi zicibunjalo ezikhuthazayo futhi ezihehayo ezine ezishiwo ngenhla. Imiphumela yendlela yocwaningo ebheka izimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo yabonisa ukuthi amakhasimende ahehelekela ikakhulukazi kwabakwa-Spar, Shoprite/Checkers kanye nabakwa-Pick n Pay, kanti ngakolunye uhlangothi imiphumela yendlela yocwaningo ebheka futhi ilandele umkhondo wamehlo amakhasimende yabonisa ukuheheka kwamehlo okuphakeme ezitolo zabakwa-Shoprite/Checkers, Pick n Pay kanye nabakwa-Spar. Umphumela omkhulu futhi osemqoka otholakale kulolu cwaningo yindima ebaluleke kakhulu edlalwa yimizwa ekukhuthazeni ukwethembeka kwamakhasimende. Izitolo zilahlekelwa yiwozawoza yazo kumakhasimende uma zihluleka ukuxhumana namakhasimende ngokwemizwa, futhi ngaphandle kwalokho kuxhumana ngokwemizwa nokuzwana, izitolo zingazithola kalula zisesimweni lapho indawo yazo isithathwe yizitolo-mbumbulu ezingosandanezwe. Ukuqondakala okuphelele kwendlela aziphatha ngayo amakhasimende futhi enza ngayo izinto kusalokhu kuyinkinga nesithiyo esikhulu kwizazi nezisebenzi ezenza umsebenzi wokukhangisa nokuqhuba ibhizinisi. Njengomzamo wokubhekana nalesi sithiyo, lolu cwaningo lusebenzise ulwazi nokuqonda okujulile okutholakale kwizikali zendlela-kubuka yamakhasimende kanye nezikali zesimo sengqondo nesomzimba samakhasimende ukuze kutholakale ukuqonda okuphelele futhi okujulile okuphathelene nokuziphatha kwamakhasimende athenga ezitolo kanye nendlela enza ngayo izinto. / Ondanks sy stewige groei en aansienlike bydrae tot die landsekonomie, het die Suid-Afrikaanse kleinhandelsbedryf met verskeie uitdagings te kampe. Veranderinge in kliënte se koopgewoontes en verwagtings, groeiende e-handel, reusekleinhandelaars wat die kleinhandelsmark betree, die toenemende invloed van die verstedelikte middelklas en sy potensiële koopkrag is enkele hiervan. Dit gee aanleiding tot risiko’s wat grotendeels buite die beheer van kleinhandelaars is. As gevolg van die hedendaagse dinamiek in die bedryf, poog kleinhandelsmerke om kliëntlojaliteit te verstewig en hulle eie volhoubaarheid te verseker. Dit blyk uit die literatuur dat die kleinhandelsektor se siening van kliëntgedrag in Suid-Afrika op die meting van rasionele gedrag berus, en dat die onbewuste gedrag van kliënte verontagsaam word. Hierdie tesis doen verslag van ʼn studie om hierdie leemte in die huidige kennis te probeer aanvul. Dit lewer ʼn bydrae deur aanvullende tradisionele en neurobemarkingsinstrumente in ʼn opeenvolgende gemengde metode as navorsingsbenadering te gebruik. Verbale, nieverbale en fisiologiese emosies is gemeet aangesien hulle die kognitiewe en emotiewe faktore is wat inkopiebesluite bepaal. Hierdie studie het hoofsaaklik die emosionele antesedente van kliëntlojaliteit in die Suid-Afrikaanse formele kleinhandelsbedryf verken om ʼn grondige begrip van kliëntgedrag te kry. Ten einde kleinhandelsmerke en kliënte se ervarings van die drywers van kleinhandelsmerklojaliteit te beskryf en te verken, is ʼn opeenvolgende gemengdemetode-navorsingsontwerp gevolg. Dit het uit agt halfgestruktureerde, private onderhoude bestaan. Hierin is gekonsentreer op die grondslae van gedragsen houdingslojaliteit teen die agtergrond van ʼn kliënteverhoudingsbestuurstrategie. Op grond van die bevindings van ʼn kwantitatiewe winkelsentrumopname onder 300 kleinhandelskliënte, is die motiveringsfaktore met die grootste waarskynlikheid aangetoon. Hulle is produkgehalte, ʼn gerieflike ligging, kliëntesorg, produkverskeidenheid, beskikbaarheid en billike pryse, en bied die aanneemlikste verklaring vir kleinhandelsmerklojaliteit. Volgens die bevindings van die inferensiële ontleding (struktuurvergelykingmodellering, tweestaptrosontleding, optimale skalering en meerveranderlike binêre regressieanalise) is merkvertroue, merkaffek en houdingslojaliteit betroubare aanwysers van bedragslojaliteit. Afgesien hiervan verskil kliëntlojaliteit na gelang van kliëntpredisposisie jeens kleinhandelsmerke wat getoets is. Kliënte was vir vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) die ontvanklikste vir Pick n Pay, Massmart en Shoprite/Checkers. Aanvullend tot die kwalitatiewe navorsingsfase van hierdie studie is ʼn selfasseringsmodelhoudingmeting op ʼn steekproef van 120 kliënte toegepas. Hierdie fase het die aandag gevestig op pertinente emosionele elemente as sleuteltussengangers in die opwekking van volhoubare kleinhandelsmerklojaliteit. Vir die vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) was kliënte se persepsies van Woolworths en Pick n Pay die gunstigste. Hierbenewens is oogvolg- en galvaniese velreaksietegnieke op ʼn steekproef van 10 deelnemers toegepas om hulle psigofisiologiese reaksie op die vier stimuli te bepaal. Die galvaniese velreaksietoetse het aangedui dat kliënte besonder ontvanklik was vir Spar, Shoprite/Checkers en Pick n Pay, en volgens die oogvolgtoetse visueel meer aangetrokke tot Spar, Shoprite/Checkers en Pick n Pay was. Hierdie studie het bevind dat emosies in die algemeen ʼn deurslaggewende rol in kliëntlojaliteit speel. Kleinhandelsmerke raak irrelevant as hulle nie ʼn emosionele band met kliënte smee nie. Sonder hierdie emosionele verbintenis kan generiese bedrieërs maklik die plek van kleinhandelsmerke inneem. Bemarkings- en sakepraktisyns het nie ʼn deeglike begrip van kliëntgedrag nie. Om dit reg te stel, het hierdie studie nieverbale houdings- en psigofisiologiese toetse toegepas om die gedrag van kleinhandelskliënte beter te begryp. / Business Management / D. Com. (Business Management)

隨著競爭環境日漸嚴苛，顧客需求日趨多元，企業需要有更有效率的方式來管理與顧客間的關係，顧客關係管理CRM（Customer Relationship Management, CRM）成為企業關心的熱門議題。但過去的學者研究中，僅止於針對影響企業導入＆系統與否之決策進行研究，然而CRM對於企業經營顧客關係之重要性已被企業所認同，同時面對如此牽涉到龐大人力、資金，與時間投入的系統導入計畫，在導入過程中仍會面臨許多重要決策，因此本研究將針對響導入過程的相關因 數，並經由個案研討的實際驗證，提出具解釋力的理論架構。 經由過去文獻的整理，本研究以Rogers（1983）的創新擴散模型為基礎，將影響CRM導入過程的因素分為認知階段的環境面與組織面因素，以及說服階段認知的創新特質，另外系統供應商及顧問公司則扮演特殊的角色，同時在說服、決策及實行階段皆產生影響。其中環境面又包含競爭強度，需求不確定性及產業環境變化速度；組織面因素包含規模、結構化程度、以及高階主管態度。而認知的創新特質則包含相容性以及系統特性。另外則以資訊與資料的蒐集、累積與儲存、吸收與整理、展現與應用等為被影響的研究變數。並選取目前導入最積極的產業中之標竿企業，包含證券、人壽、行動電話系統業者、電子電腦公司，及網際網路服務提供業者等六家企業，進行深入之訪談，期能從這些正在導入的公司之經驗裡，發現可供參考與依循的準則。 經由對個案公司的深入訪談之後，本研究之研究架構有重大修正。認知階段的影響因素除了環境與組織構面仍存在外，從組織構面中抽離複雜度，並與產品特質、顧客基礎，公司依賴業務人員推廣業務及提供服務的程度共同組成新構面—業務面因素，而系統與顧問公司的選擇則成為企業採用CRM系統時重要的決策因素之一。更重要的是，本研究經由訪談對探討主題有更廣泛而完整的延伸，導入過程可以導入積極度、建置組織，以及建置方式來描述。導入積極度代表導入的速度；建置組織裡包含以專案小組的方式來推動，以及高階主管的參與程度；建置方式則包含CRM要素的建置優先順序、以及委外程度。 研究發現，環境面的因素與組織面的因素皆同時影響到CRM導入過程的積極度及建置方式裡的優先順序；而新增的業務面的因素則同時對CRM導入過程的積極度及建置方式裡的優先順序及自建或委外的選擇有較顯著影響。至於認知的創新特質中，不論是專案管理或是高階參與，其影響到的皆為CRM在建置單位上的特性。而協力單位則因為企業對於系統特性的要求有所不同，而同時成為決策結果與影響導入方式的變數。 本研究期望能藉由結合學術理論與實務應用的方案，提供給正在導入或評估規劃中的企業實用的考慮方向與實際例證，以協助企業在導入過程中自我檢測，選擇最適當的導入程序及設計組織關的配套措施，俾使導入過程順利而達到預期目標。 / To cope with the current increase in both competition and customer requirements, enterprises need more efficient methods to manage their relationships with customers. Previous researches focused mainly on the factors affecting the decision whether or not to adopt the CRM system. As the importance of CRM pertaining to management of relationships with customers has been recognized, meanwhile, with regard to implementation of the extensive software which involves investment of massive human resources, capital, and time, many critical decisions still need to be concerned. This research aims at extracting relevant factors affecting the adoption process and proposes a convincing framework verified by an empirical case study. The research in this study is based on the Innovation Diffusion Model of Rogers (1983) and divides factors affecting the CRM adoption process into knowledge and persuasion stages with environmental and organizational factors in the knowledge stage, and perceived characteristics of innovation in the persuasion stage, while system suppliers and consulting firms as joint associates. Environmental factors include competition intensity, demand uncertainty, and industry changing speed. Organizational factors consist of size, structure, and managerial attitude. Perceived characteristics of innovation are composed of compatibility and system characteristics. Data collection, data storage, data mining, and data visualization work as independent variables. Six companies in securities, life insurance, cellular telephone system, electronics and computers, and the Internet service provider industry were selected as study cases. However, the research frame was revised after investigation. In the knowledge stage, complexity is extracted and integrated with product attribute, customer base, and corporation dependence on sales representative to form one integrated factor called business. Moreover, the independent variables are amended to be more extensive, including adoption activeness, constructing section, and constructing manner. The research shows that environmental and organizational factors affect adoption activeness and priority; and that the business factor influences adoption activeness, adoption priority, as well as outsourcing decisions. Project management and managerial participation representing a CRM constructing section are affected by perceived characteristics of the innovation. Through the integration of theory and empirical data , this research hopes to provide direction for examining the CRM adoption process and organization design, so as to facilitate the fulfilling of the adoption objective.

顧客關係管理（Customer Relationship Management，縮寫為CRM）是近來十分熱門的觀念，而關係行銷是此觀念在行銷上的實際應用。關係行銷的理論認為如果企業能蒐集顧客的詳盡資訊，並據此開發出個人化的行銷計劃，就可以有效地提昇顧客的滿意度，使其成為企業的忠實客戶，為企業帶來長期性的收益。 　　在行銷活動中，售後服務是維持顧客滿意度的重要環節。本研究以售後服務中的產品常見問題集（Frequently Asked Questions，縮寫為FAQ）為主題，實作一個FAQ導覽與維護的雛型系統。使用者可以在系統的協助下，瀏覽與產品有關的FAQ，若找不到想要的資訊，則可以提出新的問題，要求公司為其解答。 　　本系統運用代理人程式的觀念，協助FAQ導覽與新問題處理工作的遂行，並利用社群討論的方式，為顧客提出的新問題尋求解答。為了讓企業重視FAQ的維護工作，本研究試圖將FAQ的維護責任與公司的客服體制作初步的結合，其作法是將新問題的處理責任加諸於公司的員工，並由公司主管監督其工作進度。藉由這些努力，本研究希望塑造出一個良好的FAQ服務環境，使得顧客與企業能互蒙其利。 / Customer relationship management (CRM) has become a very popular concept recently. Relationship marketing is one of its application in marketing area. The relationship marketing theory claims that collecting detailed information about customers and developing customized marketing plans for individual customers can improve customer satisfaction and loyalty significantly, and organizations will benefit from this strategy in the long term. 　　Post-sale service (or after-sale service) is a vital part of marketing activities for maintaining customers' satisfaction. This study focuses on product FAQs (Frequently Asked Questions) in the post-sale service category and implements a prototype system which would allow FAQ navigation and maintenance on the Internet. Users can browse product-related FAQs with assistance from the system. If they cannot find satisfying information, they could issue new requests, and the organization would then resolve them. 　　The system applies software agents to assist the process of FAQ navigation and answering of new questions. Customers' requests can also be solved by a community-discussion approach. To force organizations to pay more attention to post-sale service, this study tries to incorporate FAQ maintenance into customer services by requiring employees to answer any raised questions, and allowing the managers to monitor the performance of those employees. Through such efforts, this study establishes a FAQ service environment and creates a win-win situation for both customers and organizations.

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.