互動行銷技術對顧客服務再工程之影響

The Impact of Interactivity on Customer Service Process Reengineering

10.29767/ECS.200312.0002

黃思明(Sy-Ming Hwang)；耿慶瑞(Ching-Jui Keng)

互動行銷技術 ； 互動性 ； 互動層次 ； 再工程 ； 顧客服務 ； Interactive Marketing Technology ； Interactivity ； Level of Interactivity ； Reengineering ； Customer Service

Electronic Commerce Studies

1卷2期（2003 / 12 / 31）

119 - 146

繁體中文

本研究針對網際網路上的互動行銷技術，分析互動行銷技術之互動性如何改變顧客服務流程，達成顧客服務流程再工程。本研究採用個案研究法，得到以下結果：互動行銷技術的互動程度可分為內容互動、查詢與連結互動、社會互動、個人化互動等四個互動層次，透過這些層次，可以達成互動行銷、內部行銷、外部行銷等顧客服務流程的整合。服務流程未整合的為配送型顧客服務。互動行銷流程與內部行銷流程整合的顧客服務為交易行銷型顧客服務。互動行銷流程與外部行銷流程整合的顧客服務為關係型顧客服務。互動行銷、外部行銷、內部行銷與企業策略整合的顧客服務為策略型顧客服務。

This research analyzed the impact of interactive marketing technology on customer service process from the viewpoint of business process reengeering by six cases, the followings are the result: The degree of interactivity of interactive Marketing technology can be divided by four levels, Content Interactivity, Search/Link Interactivity, Social Interactivity, and Personalized Interactivity. Through these levels, the interactive marketing, internal marketing, external marketing processes can be integrated. Furthermore, the customer service without integration called Distribution Customer Service. The customer service by the integration of interactive marketing and internal marketing processes called Transaction/Marketing Customer Service. The customer service by the integration of interactive marketing and external marketing processes called Relationship Customer Service. The customer service by the integration of interactive marketing, internal marketing, and external marketing processes called Strategic Customer Service.

1. Anderson, Cheri,Edward Forrest,Richard Mizerski (Eds.)(1996).Interactive Marketing: the Future Present.Lincolnwood, Illionois:NTC business Books.
2. Berry, Leonard L.(1995).Relationship Marketing of Services-Growing Interest, Emerging Perspectives.Journal of the Academy of Marketing Science,23(4),236-245.
3. Berry, Leonard L.,A. Parasuraman(1991).Marketing Services-Competing Through Quality.New York:Free Press.
4. Bezjian-Avery,Alexandra M.(1996).Illinois,Northwestern University, Evanston.
5. Binter, J. M.(1990).Evaluating Service Encounters: the Effects of Physical Surroundings and Employee Responses.Journal of Marketing,54(April),69-82.
6. Bitner, Mary Jo(1995).Building Service Relationships: It`s All About Promises.Journal of the Academy of Marketing Science,23(4),246-251.
7. Blattberg, Robert C.,John Deighton(1991).Interactive Marketing: Exploiting the Age of Addressability.Sloan Management Review,Fall,5-14.
8. Bradley, Walter A.,s. Kregg Jodie,Robert A. Peterson (Ed.)(1997).Electronic Marketing and the Consumer.Thousands Oaks, CA:Sage Publications, Inc..
9. Dance, F. E. X.,F. E. X. Dance(Ed.)(1967).Human Communication Theory.New York, NY:Holt, Rinehart and Winston.
10. Deighton, John(1996).The Future of Interactive Marketing.Harvard Business Review,November-December,151-166.
11. Deighton, John,Corinne Faure,Lisa Klein(Eds.)(1994).Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies.Cambridge, Massachusetts:Marketing Science Institute.
12. Fishburne, Lucia M.,Daniel Montgomery(1996).Interactive Marketing: The Future Present.Chicago:American Marketing Association.
13. Fitzsimmons, James,Mona J. Fitzsimmons(1997).Service Management: Operation, Strategy, and Information Technology.McGraw-Hill.
14. Working Paper, University of Washington
15. Glazer, Rashi(1991).Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset.Journal of Marketing,55(Oct.),1-19.
16. Gronroos, Christian(1995).Relationship Marketing: The Strategy Continuum.Journal of the Academy of Marketing Science,23(4),252-254.
17. Gronroos, Christian(1990).Service Management and Marketing.Lexington, Massachusetts:Lexington Books.
18. Hammer, Michael,James Champy(1993).Reenginering the Corportation-A Manifesto for Business Revolution.Prentice-Hall.
19. Heeter, C.(1989).Media use in the information age: Emerging patterns of adoption and consumer use.NJ:Lawrence Erlbaum Associates.
20. Heeter, Carrie(1986).Michigan,Michigan University, East Lansing.
21. Heeter, Carrie,Jerry L. Salvaggio,Jennings Bryant(Eds.)(1989).Media Use in the Information Age: Emerging Patterns of Adoption and Consumer Use.Hillsdale, NJ:Lawrence Erlbaum Accociates.
22. Hill, Kenneth,Robert A. Peterson (Ed.)(1997).Electronic Marketing and the Consumer.Thousands Oaks, CA:Sage Publications, Inc..
23. Hoffman, Donna L.,Thomas P. Novak(1996).Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations.Journal of Marketing,60(July),50-68.
24. Hoffman, Donna L.,Thomas P. Novak(1997).A New Marketing Paradigm for Electronic commerce.The Internet Society,13
25. A New Marketing Paradigm for Electronic Commerce
26. Hoffman, Donna L.,Tomas P. Novak,Patrali Chatteriee(1995).Commercial Scenarious for the Web: Opportunities and Chanllenges.Journal of Computer Mediated Communication,1(3)
27. Hoffman, Donna L.,William D. Kalsbeek,Thomas P. Novak(1996).Internet and Web Use in the United States: Baselines for Commercial Development.Communication of ACM,39(12)
28. Ku, Linlin(1992).East Lansing, MI,Michigan State University.
29. LaLonde, Bernard J.,Martha C. Cooper,Thomas G. Noordewier(1988).Customer Service: A Management Perspective.Oak Brook, Ill:The Council of Logistics Management.
30. Molennar, Cor(1996).Interactive Marketing.Aldershot, England:Grower.
31. Palmer, Jonathan W.(1997).Electronic Commerce in Retailing: Differences Across Retail Formats.The Information Society,13,75-91.
32. Peel, Malcolm(1987).Customer Service.London:Kogan Page.
33. Peppers, Don,Martha Rogers(1996).Intimate Exchange.Forbes ASAP,7,32.
34. Peppers, Don,Martha Rogers(1993).The One to One Future: Building Relationships One Customer as a time.New York, NY:Doubleday/Currency.
35. Powell, Curtis M.(1995).Tampa, Florida,University of South Florida.
36. Rafaeli, Sheizaf,R. Hawkins,J. M. Wiermann,S. Pingree(Eds.)(1988).Advancing Communication Science: Merging Mass and Interpersonal.Bervely Hills, CA:Sage.
37. Rapp, Stan,Thomas L. Collins(1994).Max Marketing for the Winners.Mcgraw-Hill.
38. Rice, Ronald E.(1989).Communication Yearbook.Beverly Hills, CA:Sage.
39. Rice, Ronald E.(1984).The New Media: Communication, Research, and Technology.Beverly Hills, CA:Sage.
40. Rogers, Everett M.(1986).Communication Technology.New York, NY:The Free Press.
41. Wemmerlov(1990).A Taxonomy for Service Process and Its Implications for System Design.International Journal of Service Industry Management,1(3),29.
42. 李田樹譯、Jospeh Pine Ⅱ、Don Peppers、Martha Rogers著。你希望永遠留住顧客嗎?。世界經理，106，18-48。
43. 李田樹譯、Regis Mckenna著。即時行銷－和顧客對話。世界經理，110，20-41。
44. 耿慶瑞。互動廣告之互動層次。廣告學研究，15
45. 尉謄蛟譯、Don Peppers、Martha Rogers著。聽顧客說他們想要什麽。世界經理，108，128-135。
46. 尉謄蛟譯、Don Peppers、Martha Rogers著。行銷新典範－顧客佔有率。世界經理，109，66-76。
47. 張峻銘。碩士論文(碩士論文)。國立政治大學企業管理系未出版碩士論文。

1. 鄭之勛(2017)。以服務行銷觀點探討公立醫院的醫療服務品質管理。國立臺灣大學碩士在職專班國際企業管理組學位論文。2017。1-105。