Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22657
標題: 導入CRM之影響因素探討 -以台灣主題樂園為例
The Factors Affecting The Implementation of CRM in Taiwan's Theme Parks
作者: 鄭凱文
Cheng, Kai-Wen
關鍵字: Customer Relationship Management (CRM)
顧客關係管理
Theme Park Industry
Tourism sector
主題樂園
旅遊業
出版社: 電子商務研究所
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摘要: 近年來,由於科技的發展和生活品質的提升,消費者逐漸重視消費品質,企業也開始意會了解到顧客的重要性。顧客關係管理是一個可以幫助企業管理顧客相關資訊的重要途徑,成功的顧客關係管理可以使企業滿足顧客需求、提升顧客滿意度,創造企業競爭優勢,建立顧客忠誠度。 在學術上,已有許多研究廣泛的討論顧客關係管理在各產業上應用,並針對所需技術有詳細的分析,但在旅遊業之研究卻付之闕如且多著重在消費者行為、顧客滿意度與忠誠度上。故本研究試著以程序、策略、科技與顧客四大觀點剖析顧客關係管理(CRM),從企業主觀點找出影響CRM導入的因素,並以台灣觀光資訊網中18家主題樂園研究對象,針對他們的顧客服務中心、行銷與資訊部門等部門做問卷調查,共發出387份,回收率約56% 本論文貢獻,經由實證分析萃取出四個影響產業推行CRM的主因: 商業利益、商業動態、創新與多樣性,溝通與通路分佈建設,且研究結果顯示商業利益與三個自變數皆有顯著性關係,此外,經由李柯特5點式量表得知主題樂園在導入顧客關係管理時會遇到缺乏足夠預算、無相輔的配套措施,及企業內缺乏顧客關係管理文化意願等三個障礙,最後本研究藉由深入討論因子間相互影響的關係,考量當前產業情況,提出客觀上的建議。
“Customers are the lifeblood of any business organization,” said Jain, Jain and Dhar (2007). Customer Relationship Management (CRM) is an important approach to manage customer information. There were lots of researches discussing CRM in customer satisfaction or customer loyalty. However, few of them stand on an enterprise's side to know the barriers and elements affecting the application of CRM. Hence, this study which discusses CRM at a deeper level through a holistic perspective attempts to dig out main factors influencing a implication of CRM in theme parks. The research subject was chosen based on the Tourism Bureau. A total of 394 questionnaires were sent to departments relevant to customer service and marketing and information technology. 18 theme parks participated in this study, and the respond rate was about 56%. The contribution of this study was that four main factors were extracted via exploratory factor analysis. They were business benefits, business dynamics, innovation and diversification, and communication-distribution infrastructure. In addition, business benefits had significant relationships with the other three independent variables as indicated by a regression analysis. On the other hand, it was also found that there were three serious barriers to CRM in theme parks by Likert 5-point scales, which were inadequate supporting budgets, inadequate complementary measure, and lack of cultural readiness. Lastly, the relationships between different factors were analyzed, and some suggestions were proposed to address the current situation.
URI: http://hdl.handle.net/11455/22657
其他識別: U0005-0407200812214700
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0407200812214700
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