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The Factors Affecting The Implementation of CRM in Taiwan's Theme Parks
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“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.
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