RESEARCH PAPER
Empirical Study of the Affecting Statistical Education on Customer Relationship Management and Customer Value in Hi-tech Industry
Hung-Tai Tsou 1
,  
Yao-Wen Huang 2, 3  
 
 
More details
Hide details
1
School of Entrepreneurship, Wenzhou University, CHINA
2
Zhejiang Dongfang Polytechnic, CHINA
3
Department of Business Administration, National Central University, TAIWAN
Online publish date: 2018-01-14
Publish date: 2018-01-14
 
EURASIA J. Math., Sci Tech. Ed 2018;14(4):1287–1294
KEYWORDS
TOPICS
Customer resources is getting important when global economic competitiveness becomes serious as well as foreign advanced technology and talents flow more rapidly and become the development mainstream of Customer Relationship Management. Successful statistics education could integrate customer resources and Customer Relationship Management as well as enhance customer acquisition and create profits for higher return on investment. Besides, providing correct product information for suitable customers at proper time could reinforce customer relationship. Aiming at supervisors and employees in high-tech manufacturers in Hsinchu Science Park, total 500 copies of questionnaire are randomly distributed, and 388 valid copies are retrieved, with the retrieval rate 78%. The research results conclude significant correlations between 1.statistics education and Customer Relationship Management, 2.Customer Relationship Management and customer value, and 3.statistics education and customer value. According to the results, suggestions are proposed, expecting to have domestic high-tech manufacturers keep long-term relationship with customers through Customer Relationship Management to further enhance customer value and create the market competitiveness.
ABSTRACT
Background Customer resources is getting important when global economic competitiveness becomes serious as well as foreign advanced technology and talents flow more rapidly and become the development mainstream of Customer Relationship Management. Successful statistics education could integrate customer resources and Customer Relationship Management as well as enhance customer acquisition and create profits for higher return on investment. Besides, providing correct product information for suitable customers at proper time could reinforce customer relationship. Material and methods Aiming at supervisors and employees in high-tech manufacturers in Hsinchu Science Park, total 500 copies of questionnaire are randomly distributed, and 388 valid copies are retrieved, with the retrieval rate 78%. Results The research results conclude significant correlations between 1.statistics education and Customer Relationship Management, 2.Customer Relationship Management and customer value, and 3.statistics education and customer value. Conclusions According to the results, suggestions are proposed, expecting to have domestic high-tech manufacturers keep long-term relationship with customers through Customer Relationship Management to further enhance customer value and create the market competitiveness.
 
REFERENCES (30)
1.
Aichner, T., & Jacob, F. (2014). Measuring the degree of corporate social media use. International Journal of Market Research, 57(2), 257-275.
 
2.
Alqahtani, F. A., & Saba, T. (2013). Impact of Social Networks on Customer Relation Management (CRM) in Prospectus of Business Environment. Journal of American Sciences, 9(7), 480-486.
 
3.
Becerril-Ángel, M. Castillo-Pérez, J. J., Montiel-Jarquín, Á. J., Villatoro-Martínez, A., García- Cano, E. (2017). Aspects of the submission of articles to scientific journals, European Journal of General Medicine, 14(2), 47–50. https://doi.org/10.29333/ejgm/....
 
4.
Čeněk, J., Smolík, J., & Svatošová, V. (2016). Marketing on Social Networks: Content Analysis of Facebook Profiles of Selected Czech E-shops. Trends Economics and Management, 10(26), 9. https://doi.org/10.13164/trend....
 
5.
Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: the integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149-176. https://doi.org/10.1080/096525....
 
6.
Chua, A., & Banerjee, S. (2013). Customer knowledge management via social media: the case of Starbucks. Journal of Knowledge Management, 17(2), 237-249. https://doi.org/10.1108/136732....
 
7.
Dootson, P., Beatson, A., & Drennan, J. (2016). Financial institutions using social media – do consumers perceive value? International Journal of Bank Marketing, 34(1), 9-36. https://doi.org/10.1108/IJBM-0....
 
8.
Durkin, M., McGowan, P., & Murray, L. (2014). Perspectives on the potential for social media to improve communication in small business–bank relationships. The International Journal of Entrepreneurship and Innovation, 15(4), 251-264. https://doi.org/10.5367/ijei.2....
 
9.
Griffiths, M., & McLean, R. (2015). Unleashing corporate communications via social media: A UK study of brand management and conversations with customers. Journal of Customer Behaviour, 14(2), 147-162. https://doi.org/10.1362/147539....
 
10.
Guerreiro, J., Rita, P., & Trigueiros, D. (2015). A Text Mining-Based Review of Cause-Related Marketing Literature. Journal of Business Ethics, 139(1), 111-128. https://doi.org/10.1007/s10551....
 
11.
Guo, M., & Chan-Olmsted, S. (2015). Predictors of Social Television Viewing: How Perceived Program, Media, and Audience Characteristics Affect Social Engagement with Television Programming. Journal of Broadcasting & Electronic Media, 59(2), 240-258. https://doi.org/10.1080/088381....
 
12.
Harrigan, P., & Miles, M. (2014). From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs. Small Enterprise Research, 21(1), 99-116. https://doi.org/10.1080/132159....
 
13.
He, W., Zha, S., & Li, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33(3), 464-472. https://doi.org/10.1016/j.ijin....
 
14.
Hill, S. (2014) Using Social media to Predict TV Viewship, SCECR. Tel Aviv University, Tel Aviv, Israel.
 
15.
Hu, Y. C., Chiu, Y. J., Hsu, C. S., & Chang, Y. Y. (2015), Identifying Key Factors for Introducing GPS-Based Fleet Management Systems to the Logistics Industry. Mathematical Problems in Engineering, 28, 44-68. https://doi.org/10.1155/2015/4....
 
16.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. https://doi.org/10.1108/JPBM-0....
 
17.
Jone, A. J., Taylor, V. A. & Reynolds, E. K. (2014). The Effect of Requests for Positive Evaluations on Customer Satisfaction Ratings. Psychology & Marketing, 31(3), 161-170. https://doi.org/10.1002/mar.20....
 
18.
Lee, T., Shia, B., & Huh, C. (2016). Social Media Sentimental Analysis in Exhibition’s Visitor Engagement Prediction. American Journal of Industrial and Business Management, 06(03), 392-400. https://doi.org/10.4236/ajibm.....
 
19.
Miranda, F., Chamorro, A., Rubio, S., & Morgado, V. (2013). Evaluation of Social Networks Sites in the Banking Sector: An Analysis of Top 200 International Banks. Journal of Internet Banking and Commerce, 18(2).
 
20.
Moretti, A., & Tuan, A. (2013). Social Media Marketing and Relationship Marketing: revolution or evolution? A first step analysis. Conference: XXV Sinergie Conference, Ancona, pp. 249-264.
 
21.
Ou Yang Y. P., Shieh, H. M., & Tzeng, G. H. (2013), A VIKOR Technique Based on DEMATEL and ANP for Information Security Risk Control Assessment. Information Sciences, 232, 482-500. https://doi.org/10.1016/j.ins.....
 
22.
Parsons, A. (2013). Using Social Media to Reach Consumers: A Content Analysis of Official Facebook Pages. Academy of Marketing Studies Journal, 17(2), 27-36.
 
23.
Polláka, F., & Dorčákb, P. (2016). The Effective Use of Facebook by Small and Medium Sized Enterprises Operating in Slovakia. Market-Tržište, 28(1).
 
24.
Rodriguez, M., Peterson, R. M., & Ajjan, H. (2015). CRM/social media technology: impact on customer orientation process and organizational sales performance. Ideas in Marketing: Finding the New and Polishing the Old (pp. 636-638): Springer.
 
25.
Shokohyar, S., Tavallaee, R., & Karamatnia, K. (2016). Identifying Effective Indicators in the Assessment of Organizational Readiness for Accepting Social CRM. International Journal of Management, Accounting and Economics, 3(2).
 
26.
Somera, L. (2014). Using Social Networks to Build Business connections: Engagement and Interactivity OnGuam’S Restaurants’ Facebook Pages. Entrepreneurial Executive, 19, 183-193.
 
27.
Štefko, R., Bačík, R., & Fedorko, I. (2014). Facebook Content Analysis of Banks Operating on Slovak Market. Polish Journal of Management Studies, 10(1).
 
28.
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208. https://doi.org/10.1016/j.jbus....
 
29.
Vernuccio, M. (2014). Communicating Corporate Brands through Social Media: An Exploratory Study. International Journal of Business Communication, 51(3), 211-233. https://doi.org/10.1177/232948....
 
30.
Yazdanparast, A., Joseph, M., & Muniz, F. (2016). Consumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17(3), 243-255. https://doi.org/10.1108/YC-03-....
 
eISSN:1305-8223
ISSN:1305-8215