大數據應用對顧客關係管理與整合行銷之影響

The Impact of Big Data Applications on Customer Relationship Management and Integrated Marketing

10.6736/JPSR.201703_14(1).0004

張曉楨(Hsiao-Chen Chang)；楊馥如(Fu-Ju Yang)；顏禎妤(Chen-Yu Yen)

大數據應用 ； 顧客關係管理 ； 整合行銷 ； Big Data Applications ； Customer Relationship Management ； Integrated Marketing

績效與策略研究

14卷1期（2017 / 03 / 01）

69 - 93

繁體中文

現代資訊網路科技日新月異，網路資料快速大量累積，大數據應用開始備受大眾所關注。企業利用大數據與顧客互動，透過個人量身定制的設計、諮詢以及相關產品，反映顧客的喜好，將使企業帶來優勢和產生顧客忠誠度。藉由正面的口碑為企業帶來新的客源，各企業無不致力於維持與顧客的良好關係。本研究將採用LISREL8.70軟體作為資料分析工具，進行問卷回收，瞭解各變數的關係，並以SEM來探討大數據應用對顧客關係管理及整合行銷之因果關係及相互影響性，研究結果發現，大數據應用與顧客關係管理及整合行銷具有顯著正向影響關係，但是，顧客關係管理與整合行銷關係不顯著。

Based on rapid progress in modern information network technology, big data has accumulated quickly and is applied to be the focus of public attention. Business uses big data to interact with its customers. Enterprises could be more competitive and the customer loyalty could be more strengthened through customized design and personal products or services. By positive word of mouth communication bringing new customers, the company is committed to maintaining good relations with customers. LISREL8.70 software is adopted in this study as a data analysis tool, to conduct questionnaire recycling, to understand the relationship among variables in the study. The structural equation modelling is applied to investigate the causality of the application of big data to customer relationship management and integrated marketing. The results show that the big data application has a significantly positive impact on customer relationship management and integrated marketing. However, there is no significant relationship between customer relationship management and integrated marketing.

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