兒童美語補教業使用社交式顧客關係管理之研究

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兒童美語補教業使用社交式顧客關係管理之研究
著者: 陳國憲; Chen, Kuo-hsien
陳妍孜; Chen Yen-Tzu; 數位學習科技學系碩士班
主題: SCRM; 社交CRM; 層次分析法; CRM; SCRM; Cram Schools; Customer Relationship Management; CRM; AHP
描述: 補習班是一種專門提供加速課程並且以考試目的的服務機構。這些教育機構在台灣的教育界是一個重要的成分。在過去的幾年中，由於競爭對手增加與少子化的原因，補習班的的營業難以維持。研究顯示，為了保持在市場上的競爭力，企業需要在客戶關係管理（CRM）的過程中管理與和鞏固與客戶的關係。本研究深入探討了CRM的核心要素並且瞭解社交CRM實施到補習班業務及其可能產生的後果。本研究所提倡的社交CRM程序將會設計成一個線上學習平台，並且包括了可以與顧客維持關係使用的工具。收集到的數據將是至關重要的因為它將有助於補習班經營者和管理人員了解家長的心態與需求，以便有效地分配珍貴的企業資源提供給客戶最有效率的服務。獲取的數據將採用層次分析法加以分析。這種分析方法的特色是它能夠進行多種條件的比較，達到艱難的決定，並確定實用性，分析問題的重要性和有效性。該研究表明，父母不尋求也不需要從補習學校的工作人員得到額外的關注。相反的，家長更重視補習班協助他們的孩子和學習的功效。
Cram schools are service establishments which specialize in teaching learners highly accelerated curriculums for the purpose of taking examinations. These tutelage institutions are a vital component in the educational system of Taiwan and are relatively rife. Over the past few years, due to reasons such as low birth rate and heightening competition, difficulty in maintaining the operation of cram schools is increasing. Researchers have asserted that in order to remain competitive in the marketplace, businesses are required to fortify relations with customers. Customer Relationship Management (CRM) is the process of managing relationships with customers. This study delves into the core elements of CRM and reveals its functions and purpose to those oblivious to its essence. Furthermore, it examines the implementation of Social CRM into cram school operations and its probable consequences. The Social CRM process is structured in the form of an Internet Learning Platform which consists of tools which can be utilized to sustain relations with patrons. The data collected will be vital in the sense that it would help cram school operators and executives understand the mindset of parents and employees in order to efficiently allocate precious corporate resources to essential and purposeful efforts. The garnered data will be analyzed with the use of AHP. The unique features of this analytical method are that it allows users to make comparisons between multiple criteria as well as alternatives, reach difficult decisions and determine the practicality, importance and effectiveness of problems for analysis. This study reveals that parents do not seek nor do they require a great deal of additional personal attention from cram school staff. Rather, emphasis on the efficacy of schools’ to assist their children in acquiring academic prosperity and focus on the learners is of more significance.
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建立日期: 2013
格式: 121 bytes
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語言: 中文
識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/620
資源來源: NUTN IR

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兒童美語補教業使用社交式顧客關係管理之研究

陳國憲; Chen, Kuo-hsien 陳妍孜; Chen Yen-Tzu; 數位學習科技學系碩士班 2013

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