Because TTL (Taiwan Tobacco & Liquor Corporation) has monopolized the domestic market of tobacco and liquor for a long time, the operating attitude focuses mainly on distribution. How to adjust the management tactics and remold the staff with corporatizational concept becomes the critical point for making a transition. Therefore, through the probe of interior and exteriot CSI (Customer Satisfaction Index) in Kaohsiung Operation Center of TTL to investigate the CRM (Customer Relationship Management), we hope to propose suggestions based on the research results. Via promoting the CRM mechanism, the corporation can offer high quality product or service, so as to fulfill the enterprise mission and the government policy of profit-making, and moreover, the goal to realize the corporate social responsibility and achieve sustainable development.
Through collecting and analyszing materials by means of literature study and questionnaire investigation, the research obtains the following conclusion: 1. With respect to Customer Satisfaction, the best rating falls on "operating achievements" and "geniality;" 2. In the aspect of Customer Management, "customer segmentation" and "targeted customer" receive the highest rating; 3. "Mutual reliance" and "public praise" earn the best rating in the aspect of customer service; 4. "Service" ranks the highest in providing customer value; 5. "Market share" wins the best score in promoting value added for customer; 6. Among new staff, satisfaction goes to "public praise" and the "complementary distribution system;" 7. Staff with less education is more satisfied with "customer relationship," "high value in C/P" and "returning and exchanging goods;" 8. What senior retailers concern is the "corporate image;" 9. The big retailers are relatively satisfied with CRM; 10. Consolidate the responsibility for regional operation and construct prospect of enterprise development; 11. Set up market competition order and protect the health rights and interests of those who are under the age of 18.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0529104-111102 |
| Date | 29 May 2004 |
| Creators | Li, Ween-chung |
| Contributors | Dong-jenn Yang, Ming-rea Kao, Pei-how Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0529104-111102 |
| Rights | withheld, Copyright information available at source archive |
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