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系統識別號 U0026-0812200914114719
論文名稱(中文) How Cultural Dimensions Impact on Personalized Service of Customer Relationship Management: An Empirical Study of Automobile Industry in Taiwan and Vietnam
論文名稱(英文) How Cultural Dimensions Impact on Personalized Service of Customer Relationship Management: An Empirical Study of Automobile Industry in Taiwan and Vietnam
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 96
學期 2
出版年 97
研究生(中文) 黎潘雪瓊
研究生(英文) Le-Phan-Tuyet Quynh
電子信箱 rc695727@mail.ncku.edu.tw
學號 rc695727
學位類別 碩士
語文別 英文
論文頁數 96頁
口試委員 指導教授-賴孟寬
召集委員-吳萬益
口試委員-蔡東峻
中文關鍵字 None 
英文關鍵字 Customer Retention  Customer Loyalty  Customer Delight  CRM Personalized Service  CRM  Power Distance  Cultural Dimension 
學科別分類
中文摘要 None
英文摘要 This study examined how Power Distance of cultural values impact on Customer Relationship Management in automobile industry in Vietnam and Taiwan. Specifically, it emphasized (1) the relationship and influence of Power Distance on CRM Personalized Service, and (2) the relationships among CRM Personalized Service, Customer Delight and Customer Retention.
Six research questions and seven hypotheses were developed with five constructs: Cultural Dimension, CRM Personalized Service, Customer Delight, Customer Loyalty, and Customer Retention. Data were collected from automobile owners of Vietnam and Taiwan. The results show that Power Distance does significantly impact on CRM Personalized Service. Seven hypotheses were supported. Based on the findings, this study gave research academic and managerial contributions. Plus, limitation and future research recommendation were also concluded.
論文目次 ACKNOWLEDGEMENTS ................................................................................................. I
ABSTRACT ........................................................................................................................ II
TABLE OF CONTENT ..................................................................................................... III
LIST OF TABLES ............................................................................................................. VI
LIST OF FIGURES ........................................................................................................ VIII
CHAPTER ONE .................................................................................................................. 1
INTRODUCTION ............................................................................................................... 1
1.1 Research Motivation .................................................................................................. 1
1.2 Research Purpose ....................................................................................................... 2
1.2.1 Why Customer Loyalty? ...................................................................................... 2
1.2.2 Cross Cultural Effects on Customer Relationship Management ........................ 4
1.3 Research Process ........................................................................................................ 5
CHAPTER TWO ................................................................................................................. 7
LITERATURE REVIEW .................................................................................................... 7
2.1 Brief Picture of Automobile Industry ........................................................................ 7
2.2 Customer Relationship Management (CRM) ............................................................ 9
2.3 Customer Satisfaction and Customer Delight .......................................................... 15
2.4 Customer Loyalty..................................................................................................... 18
2.5 Customer Retention…………………………………………………….………… 19
2.5.1 Differentiate customer loyalty and customer retention………………………….20
2.6 Dimension of Cross Cultural Nations ...................................................................... 21
2.7 The Interrelationship among Research Constructs and Research Hypotheses ........ 25
2.7.1 The Interrelationship between CRM and Cultural Effects ............................... 25
2.7.2 The Interrelationship between CRM and Customer Loyalty ............................ 28
2.7.3 The Interrelationship between Customer Delight and Customer Retention ..... 30
2.7.4 The Interrelationship between CRM and Customer Retention ......................... 33
2.8 Conceptual Model .................................................................................................... 34
CHAPTER THREE ........................................................................................................... 36
RESEARCH DESIGN AND METHODOLOGY ............................................................. 36
3.1 The Constructs’ Measurement and Operationalization Variables ........................... 36
3.1.1 Measurement of Cultural Values ...................................................................... 36
3.1.2 Measurements of Customer Relationship Management, Customer Delight,
Customer Loyalty and Customer Retention ............................................................... 37
3.2 Questionnaires Design ............................................................................................. 38
3.3 Steps of collecting data ............................................................................................ 40
CHAPTER FOUR .............................................................................................................. 41
RESULTS .......................................................................................................................... 41
4.1 Data Handling and Coding ...................................................................................... 41
4.2 Descriptive Tests…………………………………………………………………..43
4.3 Correlation Coefficient of Cultural Dimension ....................................................... 45
4.4 Factor Analysis ........................................................................................................ 47
4.5 Reliability Test ......................................................................................................... 50
4.6 Hypotheses Tests…………………………………………………………………..58
4.7 Other Analyses ......................................................................................................... 65
CHAPTER FIVE ............................................................................................................... 68
RESEARCH CONCLUSION ............................................................................................ 68
5.1 Overview of Research .............................................................................................. 68
5.2 Research Contribution ............................................................................................. 70
5.2.1 Academic Contribution ..................................................................................... 70
5.2.2 Managerial Contribution .................................................................................. 71
5.3 Limitations ............................................................................................................... 72
5.4 Future Research and Suggestions ............................................................................ 73
REFERENCE..................................................................................................................... 74
Appendix- 1: Questionnaire in English .......................................................................... 80
Appendix- 2: Questionnaire in Vietnamese ................................................................... 86
Appendix- 3: Questionnaire in Chinese ......................................................................... 92
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