A Study on Service Demand in Customer Relationship Management for Taiwans Small and Mediumsized Enterprise

• Published in: Asian journal on quality 2006-08, Vol.7 (2), p.19-49
• Main Authors: Tien, ShiawWen, Chiu, ChungChing, Chung, YiChan, Tsai, ChihHung, Lin, YeongChen
• Format: Article
• Language: English
• Subjects: Customer relationship management; Small and mediumsized enterprise
• ISSN: 1598-2688
• DOI: 10.1108/15982688200600015

Due to the global economic effect, Taiwans small and mediumsized enterprise SME is much threatened by China. Since remarkable advances have being made in information technology, taking competition advantage for an enterprise has become a very important issue when facing rigorous global competition. However, the business of the enterprise starts with finding the customers demands, and ends with fufilling customers demands. Therefore, in order to increase competition advantage for SME, the customer management must be effectively strengthened, especially by increasing customer satisfaction and maintaining good relationship with the customer. This is the key for an enterprise leading to success. The purpose of this study is aiming to discussing the relationship analysis between customer and SME by viewing the four aspects of customer relationship management CRM, which are relation marketing, customer service, customer value, and customer satisfaction. Moreover, this research will perform an empirical analysis on CRM for a typical small and mediumsized company so as to grasp its real definition and enterprises demands. The conclusions will be drawn from our literature survey and practical experience as well as site investigation. Recommendations are evolved from discussing the interaction between customers and enterprises in improving their constructing factors and increasing benefits and values.