客户关系管理对美发类服务型企业创新能力的影响研究

发布时间：2018-05-06 04:35

本文选题：客户关系管理 + 美发类服务型企业　；参考：《哈尔滨工业大学》2012年硕士论文

【摘要】：近些年服务业迅猛发展，其经营也从原个体户形式向连锁式规模化发展，顾客是其生存与发展的根本，服务业与制造业相比与顾客有着更直接的接触，且客户群体也更为庞大，研究表明，，企业维持一名老顾客的成本只是开发一名新顾客的1/10~1/5，所以企业纷纷开始进行客户关系管理。同时随着市场竞争加剧，规模化和差异化经营才是服务业发展的有效途径，而实现差异化经营需要企业不断进行创新。因此改善企业客户关系管理水平，提高企业创新能力是如今服务型企业的观注重点。本研究以美发类服务型企业为研究对象，在文献研究的基础上，确定了美发类服务型企业CRM和创新能力的测量维度，设计相关测量问题，构建关系模型，再通过实地调查获取266份有效数据，运用SPSS17.0和AMOS7.0软件对数据进行信度分析、效度分析及模型假设检验等。在借鉴现有研究成果的基础上，本文将美发类服务型企业客户关系管理划分为信息分享、长期合作、顾客参与及技术支持四个维度，将创新能力划分为服务创新、管理创新与营销创新三个维度，并构建了客户关系管理对美发类服务型企业创新能力的影响关系模型，通过实地调研，利用结构方程模型对研究假设进行检验。实证结果显示：CRM各维度显著影响美发类服务型企业的创新能力（长期合作除外），且顾客参与对服务创新影响最大，技术支持对创新能力整体上影响最大；美发类服务型企业在进行CRM时，顾客参与和长期合作进行的较多（得分高），而在信息分享和技术支持上做的不够。本文在最后针对假设结果对二者及各维度的关系进行了讨论，并提出几点管理建议。
[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.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.1;F719

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