本文選題：客戶關(guān)系管理 + 美發(fā)類服務(wù)型企業(yè)�。� 參考：《哈爾濱工業(yè)大學》2012年碩士論文

【摘要】：近些年服務(wù)業(yè)迅猛發(fā)展，其經(jīng)營也從原個體戶形式向連鎖式規(guī)模化發(fā)展，顧客是其生存與發(fā)展的根本，服務(wù)業(yè)與制造業(yè)相比與顧客有著更直接的接觸，且客戶群體也更為龐大，研究表明，，企業(yè)維持一名老顧客的成本只是開發(fā)一名新顧客的1/10~1/5，所以企業(yè)紛紛開始進行客戶關(guān)系管理。同時隨著市場競爭加劇，規(guī)�；筒町惢�(jīng)營才是服務(wù)業(yè)發(fā)展的有效途徑，而實現(xiàn)差異化經(jīng)營需要企業(yè)不斷進行創(chuàng)新。因此改善企業(yè)客戶關(guān)系管理水平，提高企業(yè)創(chuàng)新能力是如今服務(wù)型企業(yè)的觀注重點。 本研究以美發(fā)類服務(wù)型企業(yè)為研究對象，在文獻研究的基礎(chǔ)上，確定了美發(fā)類服務(wù)型企業(yè)CRM和創(chuàng)新能力的測量維度，設(shè)計相關(guān)測量問題，構(gòu)建關(guān)系模型，再通過實地調(diào)查獲取266份有效數(shù)據(jù)，運用SPSS17.0和AMOS7.0軟件對數(shù)據(jù)進行信度分析、效度分析及模型假設(shè)檢驗等。 在借鑒現(xiàn)有研究成果的基礎(chǔ)上，本文將美發(fā)類服務(wù)型企業(yè)客戶關(guān)系管理劃分為信息分享、長期合作、顧客參與及技術(shù)支持四個維度，將創(chuàng)新能力劃分為服務(wù)創(chuàng)新、管理創(chuàng)新與營銷創(chuàng)新三個維度，并構(gòu)建了客戶關(guān)系管理對美發(fā)類服務(wù)型企業(yè)創(chuàng)新能力的影響關(guān)系模型，通過實地調(diào)研，利用結(jié)構(gòu)方程模型對研究假設(shè)進行檢驗。實證結(jié)果顯示：CRM各維度顯著影響美發(fā)類服務(wù)型企業(yè)的創(chuàng)新能力（長期合作除外），且顧客參與對服務(wù)創(chuàng)新影響最大，技術(shù)支持對創(chuàng)新能力整體上影響最大；美發(fā)類服務(wù)型企業(yè)在進行CRM時，顧客參與和長期合作進行的較多（得分高），而在信息分享和技術(shù)支持上做的不夠。本文在最后針對假設(shè)結(jié)果對二者及各維度的關(guān)系進行了討論，并提出幾點管理建議。
[Abstract]:In recent years, the service industry has developed rapidly, and its management has also developed from the original self-employed to the chain-like scale. Customers are the basis of its survival and development. Compared with the manufacturing industry, the service industry has more direct contact with customers, and the customer group is also larger. Research shows that the cost of maintaining an old customer is only one tenth of one fifth of the cost of developing a new customer, so companies begin to carry out customer relationship management. At the same time, with the intensification of market competition, scale and differentiation management is the effective way for the development of service industry. Therefore, to improve the level of customer relationship management and improve the innovation ability of enterprises is the focus of service enterprises. This research takes hairdressing service enterprises as the research object, on the basis of literature research, determines the measurement dimension of CRM and innovation ability of hairdressing service enterprises, designs the related measurement problems, and constructs the relational model. Through field investigation, 266 valid data were obtained, and the reliability analysis, validity analysis and model hypothesis test were carried out by using SPSS17.0 and AMOS7.0 software. Based on the existing research results, this paper divides the customer relationship management of hairdressing service enterprises into four dimensions: information sharing, long-term cooperation, customer participation and technical support, and divides the innovation ability into service innovation. Management innovation and marketing innovation are three dimensions, and the relationship model of customer relationship management on the innovation ability of hairdressing service enterprises is constructed. Through field investigation, the structural equation model is used to test the research hypotheses. The empirical results show that each dimension of: CRM significantly affects the innovation ability of hairdressing service enterprises (except long-term cooperation, customer participation has the greatest impact on service innovation, and technical support has the biggest impact on innovation ability as a whole; When hairdressing service enterprises are engaged in CRM, customers participate in and cooperate with each other for a long time (high score, but not enough in information sharing and technical support. In the end, the relationship between them and their dimensions is discussed, and some management suggestions are put forward.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F273.1;F719

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