Education Journal



台灣國民中學顧客關係管理模式建構之研究

2016.第44卷第1期(Vol. 44 No. 1).pp. 103–131
 

台灣國民中學顧客關係管理模式建構之研究

A Study of Model Construction of Customer Relationship Management in Taiwan Junior High Schools

張文權、范熾文、潘文福(Wen-Cheng CHANG, Chi-Wen FAN, & Wen-Fu PAN)

摘要

本研究旨在發展台灣國民中學(下稱國中)顧客關係管理的基本層面與內涵,以期建構適用於國中的顧客關係管理模式;先以德懷術為研究方法,採用自編國中顧客關係管理模式建構專家諮詢問卷,並由15位實務工作與專家學者組成德懷術小組,進行三回合調查研究,了解各層面的適切性與重要性,再透過焦點團體座談,以確認適切性與應用價值。研究結論如下:(1)本研究發展的模式主要包含六項層面,兼具學理基礎及實徵支持,可作不同階段學校推動的參考依據;(2)本研究發展模式的各層面內涵,對於國中教育現場具有「適切性與重要性」;(3)「顧客互動倫理」是最兼具「適切性」與「重要性」的層面,屬於學校應用顧客關係管理的核心層面。根據上述結論,本研究針對教育行政機關與國中提出相關建議。

關鍵詞:國民中學;顧客關係管理;模式建構

Abstract

This study aimed to investigate the essential aspects and contents of customer relationship management (CRM) with the purpose of constructing a CRM model for the use of junior high schools in Taiwan. The study was conducted by using Delphi method; there were 15 practitioners and academics comprising an expert group for evaluating the appropriateness and importance of this CRM model. The questionnaire was conducted with the expert group for 3 times, and a focus group interview was later conducted with 5 group members to ensure the appropriateness and application of this model. The findings include: (a) this CRM model is composed of six aspects with the support of theory and empirical study, and it can be used for schools to put into practice; (b) the aspects and contents of this CRM model constructed and defined by this study are both “appropriate and important” for junior high schools; (c) “customer relationship ethics” is the most appropriate and important aspect defined by this model, which is also the core aspect when applying this CRM model. Some suggestions are also given for the reference of educational administration units and junior high schools.

Keywords: junior high schools; customer relationship management (CRM); model construction