许可式电子邮件行销之顾客关系管理模式.docVIP

23 - 許可式電子郵件行銷之顧客關係管理模式 摘要 無論國內外，收發電子郵件是普及率與使用頻率最高的網路行為之一，也是企業進行網路行銷的最佳選擇。但垃圾郵件的氾濫問題已造成用戶與企業雙方負擔且大幅減低廣告效果。目前有一些電子商務網站企圖運用「許可式電子郵件行銷(Permission-based E-Mail Marketing, PEM)」與垃圾郵件進行區隔，並建立長期且持續的顧客關係。然而過去關於PEM的研究付之闕如，因此本研究發展一個修正的「許可式電子郵件顧客關係管理模式」。本研究以線上問卷收集資料，並運用結構方程模式來進行研究模式的驗證。研究的結果顯示，「功能與程序性利益」構面的利益變數大多會透過「關係品質變數」間接影響「關係結果變數」，然而傳統「關係利益」構面中的利益變數皆不會直接影響「關係結果變數」或透過「關係品質變數」間接影響「關係結果變數」。本研究成果對於許可式電子郵件行銷的理論與實務提供了重要的意涵。 關鍵詞：許可式電子郵件行銷、關係行銷、顧客關係管理 A Customer Relationship Management Model for Permission-based E-Mail Marketing ABSTRACT Sending and receiving e-mail is one of the most prevalent Internet behaviors around the world and is also the best way to fulfill Internet marketing for a firm. However, problems of overabundant spam mail have burdened both users and firms and led to great reduction in advertising effect. Currently, some e-commerce websites have attempted to adopt the Permission-based E-Mail Marketing (PEM) to differentiate their e-mail marketing strategy from spam e-mail strategy so as to develop a long-term, sustainable relationship with their customers. However, little research has been conducted to investigate the effect of PEM. Thus, this study develops a re-specified model of customer relationship management in the context of PEM. Data collected from an online survey was tested against the research model using structural equation modeling approach. The results indicate that most of the variables in the dimension of functional and procedural benefits were found to have significant indirect influences on relationship outcomes through the mediation of relationship quality variables. However, all of the variables in the dimension of relational benefits were observed to have insignificant direct influences on relationship outcomes, and have insignificant indirect effects on relationship outcomes through the mediation of relationship quality variables. The results of this study provide several important implications for PEM research and practice. Keywords: Pe