本文選題：客戶價(jià)值　切入點(diǎn)：客戶關(guān)系管理　出處：《東北大學(xué)》2012年碩士論文

【摘要】：客戶關(guān)系管理質(zhì)量水平的高低、產(chǎn)品或服務(wù)水平的高低,最終都要通過客戶價(jià)值增值這一過程來予以體現(xiàn)。因此,此文從客戶價(jià)值視角出發(fā),提出“基于客戶價(jià)值的商業(yè)銀行客戶關(guān)系管理質(zhì)量評(píng)價(jià)方法”,不僅具有創(chuàng)新客戶關(guān)系管理質(zhì)量評(píng)價(jià)的理論價(jià)值,而且也具有提升商業(yè)銀行客戶關(guān)系管理質(zhì)量水平的實(shí)踐意義。 在企業(yè)實(shí)地調(diào)查、專家訪談和相關(guān)文獻(xiàn)分析的基礎(chǔ)上,首先給出了基于客戶價(jià)值的客戶關(guān)系管理質(zhì)量評(píng)價(jià)初步指標(biāo)體系,然后提出了模糊DEMATEL的關(guān)鍵指標(biāo)辨識(shí)方法,最終得出了9個(gè)關(guān)鍵指標(biāo)為即客戶忠誠(chéng)度、客戶投訴率和客戶貢獻(xiàn)；服務(wù)人員,服務(wù)設(shè)施；企業(yè)獲利能力和企業(yè)發(fā)展能力；創(chuàng)造客戶價(jià)值能力和員工滿意度。接下來,通過運(yùn)用ANP系統(tǒng)地給出了基于客戶價(jià)值的客戶關(guān)系管理質(zhì)量評(píng)價(jià)方法。最后,通過一個(gè)案例應(yīng)用證實(shí)了所提出方法的科學(xué)可行性。 論文的創(chuàng)新之處在于如下三幾方面：(1)選題創(chuàng)新性。從客戶價(jià)值視角對(duì)商業(yè)銀行客戶關(guān)系管理質(zhì)量進(jìn)行系統(tǒng)評(píng)價(jià),符合企業(yè)發(fā)展潮流和現(xiàn)實(shí)需要。(2)創(chuàng)新性地提出了基于模糊DEMATEL的商業(yè)銀行客戶關(guān)系管理質(zhì)量評(píng)價(jià)指標(biāo)辨識(shí)方法,不僅實(shí)現(xiàn)了對(duì)關(guān)鍵指標(biāo)的有效辨識(shí),而且也充分發(fā)揮了群組專家的意見,使評(píng)價(jià)結(jié)果更為可靠。(3)首次提出基于客戶價(jià)值的客戶關(guān)系管理質(zhì)量ANP評(píng)價(jià)方法,目前不僅沒有相關(guān)的研究報(bào)道,而且給商業(yè)銀行客戶關(guān)系管理評(píng)價(jià)提供了一種較好的綜合評(píng)價(jià)理論指導(dǎo),具有較強(qiáng)的方法應(yīng)用創(chuàng)新價(jià)值。
[Abstract]:The quality level of customer relationship management and the level of product or service should be reflected through the process of customer value increment. Therefore, this article starts from the perspective of customer value. This paper puts forward the method of customer relationship management quality evaluation based on customer value, which not only has the theoretical value of innovating customer relationship management quality evaluation, but also has practical significance to improve the quality level of commercial bank customer relationship management. On the basis of enterprise field investigation, expert interview and related literature analysis, this paper first gives the initial index system of customer relationship management quality evaluation based on customer value, then puts forward the key index identification method of fuzzy DEMATEL. Finally, nine key indicators are obtained: customer loyalty, customer complaint rate and customer contribution; service personnel, service facilities; enterprise profitability and enterprise development ability; ability to create customer value and employee satisfaction. The evaluation method of customer relationship management quality based on customer value is given systematically by using ANP. Finally, the scientific feasibility of the proposed method is proved by a case study. The innovation of the thesis lies in the following three aspects: 1) Innovation in the selection of topics. The customer relationship management quality of commercial banks is systematically evaluated from the perspective of customer value. In line with the trend of enterprise development and practical needs, this paper proposes an innovative identification method of customer relationship management quality evaluation index of commercial banks based on fuzzy DEMATEL, which not only realizes the effective identification of key indicators, but also improves the quality of customer relationship management in commercial banks. Moreover, the opinions of the group experts have been brought into full play, making the evaluation results more reliable.) the ANP evaluation method of customer relationship management quality based on customer value has been put forward for the first time. At present, there is no relevant research report. Moreover, it provides a good comprehensive evaluation theory guidance for the commercial bank customer relationship management evaluation, and has the strong method application innovation value.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.33

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