【作者】 王娜；

【导师】 李东；

【作者基本信息】 哈尔滨工业大学 ， 企业管理， 2012， 硕士

【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。更多还原

【Abstract】 In recent years, service industries develop rapidly. Its business changes from the original self-employed to a chain of large scale. The customer is the foundation of the survival and development. Compared with the manufacturing, services have a much larger customer base and comtace with crstomers more directly. Based on previous research of the theoretical scholars, the cost to maintaining an old customer is only1/10-1/5times of developing a new customer. Therefore, companies started CRM. At the same time, as market competition increased, scale and differences in management are the effective way to the development of cervice industry. Differences in management require companies to innovate constantly. Thus, improving the level of enterprese crstomer relationship management and improving the ability of enterpreses to innovate have become the focus of the service enterprises.In this paper, we take the hairdressing services companies as the research objects, on the basis of theoretical literatures research, we determine the measurement of dimensions of CRM and innovation capabilities, and construct a relational model with CRN and innovation capabilities. We get266effective samples through empirical survey research, then use statistics analysis software of SPSS17.0and a structural equation modeling software of Amos7.0to take exploratory factor analysis, confirmatory factor analysis and model hypothesis testing.Based on literature and previous study, the CRM of salom service companies are made up of information sharing, long-term partnership, customer involvement, technology-based CRM; the innovation capabilities of salom service companies are made up of service innovation, administrative innovation, marketing innovation. Then, this study provides an integration model for the relationship between CRM and innovation capabilities. In addition, we have made an empirical examination of the hairdressing industry on this model. The results show that CRM significantly influences innovation capabilities, and customer involvement has the greatest impact on service innovation, and on the whole technology-based CRM has the greatest impact on innovation capabilities; during the CRM, salon service companies do more on customer involvement and long-term partnership, information sharing and technology-based CRM are not done enough.In the end of this paper, we offered some management proposals.更多还原