土耳其纺织业CRM流程：TAM通过顾客满意度对用户行为意向的影响
发布时间：2025-06-26 23:27
考虑到高科技服务在世界主要国家(包括发达与发展中国家)的快速增长以及在其他地方的相对缓慢增长,理解通过客户关系管理而产生的客户价值就显得尤为必要。客户关系管理是企业管理与现有客户和潜在客户之间交互的一种方式。本研究通过建立模型,预测客户使用电子客户信息管理工具的行为意向。本研究以土耳其纺织业为例,利用电子客户服务管理工具来研究客户服务管理的度量与表现。客户服务管理的营销,商业与技术方面在未来几年的增长潜力很大,想要利用客户关系的力量的企业必须寻求与所拥有客户类型,以及想要获得的客户类型最为相配的策略。本研究旨在给土耳其纺织企业提供一些决策因素,帮助他们找出最为适合当下蓬勃发展的纺织业环境的营销策略。因此,本文在技术接受模型的基础上,建立理论模型来解释网络购买及使用电子客户服务管理工具的意图。技术接受模型(TAM)是一项关于客户如何接受和使用技术的信息系统理论,本文采用技术接受模型(TAM)的5个因素,并增加了3个结果,包括客户满意度,产品使用意图和网上购买意图。本模型经过了一项在土耳其进行的网上调查的测验。测验数据来自纺织业从业的434名人员,并利用IBM SPSS进行了分析。此外,经过...
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
摘要
abstract
ABBREVIATIONS
1.INTRODUCTION
1.1.Background and Motivations
1.2.Objective
1.3.Scope
2.LITERATURE REVIEW and THEORETICAL FOUNDATION
2.1.Customer Marketing
2.2.Customer Relationship Management(CRM)
2.3.Creating Customer Value through CRM
2.4.Categories of CRM process
2.5.Electronic CRM(e-CRM)
2.6.Technology Acceptance Model(TAM)
2.7.Behavioral Intention
3.CONCEPTUAL FRAMEWORK
3.1.Hypothesis development
3.1.1.Technology Acceptance Model and Customer Satisfaction
3.1.2.Customer Satisfaction and Intention to Use e-CRM tools
3.1.3.Online Purchase Intention and Consumer Satisfaction
4.METHODOLOGY
4.1.Sampling Framework
4.1.1.Place and Population of the Study
4.1.2.Sampling Requirements
4.1.3.Sampling Technique
4.2.Sampling Instruments
4.2.1.Current Survey
4.3.Data Collection Procedure
4.4.Data Analysis
5.RESULTS AND FINDINGS
5.1.The Frequencies of the Demographic Characteristics
5.2.Data Reliability and Validity
5.2.1.Independent Variables
5.2.2.Satisfaction
5.2.3.Intention to Use e-CRM tools
5.2.4.Online Purchase Intention
5.3.Hypothesis Testing
5.4.Discussions of Findings
6.CONCLUSIONS
6.1.Theoretical and Managerial Implementations
6.2.Practical Implementations
6.3.Limitations of the Study
6.4.The Future of the Study
REFERENCES
Appendix A:Survey in English
Appendix B:Turkish Survey
ACKNOWLEDGEMENT
本文编号：4053438
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
摘要
abstract
ABBREVIATIONS
1.INTRODUCTION
1.1.Background and Motivations
1.2.Objective
1.3.Scope
2.LITERATURE REVIEW and THEORETICAL FOUNDATION
2.1.Customer Marketing
2.2.Customer Relationship Management(CRM)
2.3.Creating Customer Value through CRM
2.4.Categories of CRM process
2.5.Electronic CRM(e-CRM)
2.6.Technology Acceptance Model(TAM)
2.7.Behavioral Intention
3.CONCEPTUAL FRAMEWORK
3.1.Hypothesis development
3.1.1.Technology Acceptance Model and Customer Satisfaction
3.1.2.Customer Satisfaction and Intention to Use e-CRM tools
3.1.3.Online Purchase Intention and Consumer Satisfaction
4.METHODOLOGY
4.1.Sampling Framework
4.1.1.Place and Population of the Study
4.1.2.Sampling Requirements
4.1.3.Sampling Technique
4.2.Sampling Instruments
4.2.1.Current Survey
4.3.Data Collection Procedure
4.4.Data Analysis
5.RESULTS AND FINDINGS
5.1.The Frequencies of the Demographic Characteristics
5.2.Data Reliability and Validity
5.2.1.Independent Variables
5.2.2.Satisfaction
5.2.3.Intention to Use e-CRM tools
5.2.4.Online Purchase Intention
5.3.Hypothesis Testing
5.4.Discussions of Findings
6.CONCLUSIONS
6.1.Theoretical and Managerial Implementations
6.2.Practical Implementations
6.3.Limitations of the Study
6.4.The Future of the Study
REFERENCES
Appendix A:Survey in English
Appendix B:Turkish Survey
ACKNOWLEDGEMENT
本文编号：4053438
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