A Case Study of a Taiwan-based International Car Company as to its Execution of Customer Relationship Management

Customer relationship management can be regarded, in essence, as execution of a business strategy. It aims to optimize long-term customer value. Company general affairs, marketing and customer service all need to be customer-oriented. Businesses that develop culture, strategy and leadership by taking customers into the first consideration can effectively perform customer relationship management with the help of information technology on the one hand, and precisely measure overall outcome on the other hand. The present study conducts an empirical study on an enterprise using case study research. The purpose of this study is investigating the meaning and implication of customer relationship management implemented by an international enterprise. This case study hopefully can help find mutual relations between different important constructs of customer relationship management, thus developing a successful customer relationship management model for regulating the performing procedure of customer relationship management and assuring successful customer relationship management of an international enterprise.