請用此 Handle URI 來引用此文件: http://hdl.handle.net/11455/92835
標題: 企業客戶評估會員酬賓計劃方案因素之研究
A Study on the Evaluation Factors of Frequent Flyer Program
作者: 林幸玲
關鍵字: no
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'User Involvement in Innovation Projects: Toward an Information-Processing Model. Journal of Engineering &Technology Management, Vol.12, 1995, pp.77-109. (11) Gemunden, H. G., Heydebreck, P., & Herden, R. 'Technological Interweavement: A Means of Achieving Innovation Success', R & D Management, Vol.22,1992, pp.359-376. (12) Gwinner, K. P., Gremler, D. D., & Birner, M. J. 1998. Relational benefits in service industries: The customer's perspective. Journal of the academy of marketing science, 26 (2): 101-114. (13) Hakansson, H., & Snehota, I. Developing Relationships in Business Networks,Routledge, London, 1995. (14) Hwang, C. & Yoon, K. (1981), 'Multiple attribute decision making methods &applications,' Springer-Verlag, pp. 208. (15) Hwang, C. L., Lai, Y. J. & Liu, T. Y., (1993), 'A new approach for multiple objective decision making,' Computers & Operation Research, 20(4),pp.889-899. (16) Kotler,P.,MarketingManagement:Analysis,Planning,Implemention & Control,7th ed,Prentice-Hall, 1991 (17) Kotler, P., Marketing Management: Analysis,Planning, Implementation, & Control, 9thed. (NJ: David Borkowsky, 1997) (18) Kotler, P., Marketing Management- An Asian Perspective(Singapore: PrenticeHall,Inc., 1999). (19) Kristensen, K., A. Martensen, & L. Gronholdt, 'Measuring the Impact of Buying Behavior on Customer Satisfaction,' Total Quality Management 10 (1999):602-614. (20) Lasek, M. (1993), 'Hierarchical structures of fuzzy ratings in the analysis of strategic goals of enterprises,' Fuzzy Sets & Systems, 50, pp.127-134 Lovelock, C. H., Service Marketing, Englewood Cliffs (NJ.: Prentice Hall,1996).Management 10 (1999) (21) Morris, M. H., Brunyee, J., &Page, M. 1998. Relationship marketing in practice- myths & realities. Industrial marketing management, 27 (4): 359-371. (22) Muller, W., 'Gaining Competitive Advantage Through Customer Satisfaction', European Management Journal, Jun, 1991, pp.201-221. (23) Neal, W. D., 'Satisfaction is Nice, but Value Drives Loyalty,' Marketing Research 11 (1999): 20-23. (24) Pelrier, J. W., & Westfall, J. E. 2000. Dissecting the HMO-benefits managers relationship: What to measure & why. Marketing health services, 20 (2):4-13. (25) Raphel, N. & M. Raphal, Loyalty Leader (Harper Collins Publishers Inc.,1995). (26) Reichheld, F. F. & W. E. Sasser., 'Zero Defections: Quality Comes to Services,'Harvard Business Review 68,no.5 (1990): 105-110. (27) Reichheld, F. F., The Loyalty Effect: The Hidden Force Behind Growth, Profit & Lasting Value. (Boston: Harvard Business School Press, 1996). (28) Smith B. Bonds, 'Relationship Management & Sex-Type, Revue Candiennedes Sciences de L' Administration,' Buyer-Seller Relationship 15 (1998):76-92. (29) Ruoning, X., & Xiaoyan, Z. (1992), 'Extensions of the analytic hierarchy process in fuzzy environment,' Fuzzy Sets & Systems, 52, pp. 251-257. (30) Saaty, T.L. (1980),The Analytic Hierarchy Process, McGraw Hill, New York,. Saaty. T. L. (1986) Decision making for leaders: The analytical hierarchy process for decisions in a complex world, Pittsburgh: University of Pittsburgh Press, Inc. (31) Saaty, T.L. (1990), 'How to make a decision: The analytic hierarchy European Journal of Operation Research, 48(1), pp. 9-26. (32) Teng, J.Y. & Tzeng, G.H. (1993), 'Transportation investment project selection with fuzzy multiobjectives,' Transportation Planning & Technology, 17,pp. 91-112. (33) Williams, J. D., Han, S. L., & Qualls, W. J. 1998. A conceptual model & study of cross- cultural business relationships. Journal of Business research, 42 (2): 135-143. (34) Yoon, K. (1987), 'A reconciliation among discrete compromise situation,' Journal of Operational Research Society, 38(2), pp.-277-286. (35) Zadeh, L.A. (1965), 'Fuzzy sets,' Information & Control, 8, pp.338-353. (36) Zadeh, L. A. (1975), 'The concept of a linguistic variable & Its application to approximate reasoning (part 1),' Information Science, 8(3), pp. 199-249. process 三、參考網站: 1. www.china-airlines.com 2. www.eva air.com 3. www.cathaypacific.com 4. www.singaporeair.com 5. www.oneworld.com 6. www.starallliance.com 7. www.skyteam.com
摘要: 隨著高油價時代的來臨,企業成本隨之提高,直接侵蝕航空業者的 獲利空間。為因應此一嚴峻的經營挑戰,多數業者開始調整其營運策略,並以滿足高附加價值的顧客,提升與強化收益為最重要的策略。目前各航空公司所採取的顧客關係行銷中,較普遍的即是會員酬賓計劃。本研究即以會員酬賓計劃為主要研究焦點,並以多準則決策法,探討其對航空公司顧客關係管理之影響。本研究所選定的公司,歷史悠久,發展歷程可視為過去半世紀台灣航空產業發展之縮影,故選擇該公司為主要研究個案,具有一定之代表性。具體而言,本研究之研究內容如下: ㄧ、比較不同會員酬賓計劃優惠方案對企業用戶之影響; 二、影響企業客戶選擇航空公司之決策; 三、研究影響企業客戶選擇航空公司各構面的因子。 本研究分析會員酬賓計劃方案之推動與具體作法之可能利弊影響,進而提出參考建議,其研究結果可提供台灣航空業在規劃顧客關係行銷之重要參考。
The increasing price of fuel is impacting the whole world today especially the airlines business, in order to capture the business opportunities, customer satisfaction is a key issue for every company, wishing to increase the value of customer assets and create a better business performance. The more satisfied a customer is, the more loyal they will be. We should consider how to build, develope and satisfy the needs of customers, and continuously maintain the highly loyalty relationship with customers. We also should consider how to enforce our inner and outer systems on service quality, in order to enhance the integrated satisfaction to customers, for keeping up our customer loyalty. Frequent flyer program is one of the important strategies for business survival and development, to keep up our customer repurchase and recommend other companies to be customer, it can create more profits for mutually. This study is expected to achieve the goals of research as followings, it will explore: 1. The influence of the different FFP on business customers 2. The influence of the structures on passengers' decision 3. The influence of the factors on customer decision In this study, with the empirical investigation of Taiwan national airlines which the sampling base from the members of different airlines with different programs. In order to understand the customers expectations and perceptions in choosing of the airlines. It would also equip the airlines in a better position to fulfill the customer requirements. And finally it will lead to the best marketing strategy planning.
URI: http://hdl.handle.net/11455/92835
其他識別: U0005-0807201513582500
文章公開時間: 2015-07-16
顯示於類別:高階經理人碩士在職專班

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