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標題: 衡量顧客關係管理的關鍵成功因素及績效-以台中五星級飯店業為例
Measuring Crm Critical Success Factors and Performance-An Empirical Study of the Taichung Five Star Hotel Industry
作者: 何建達
關鍵字: 基礎研究;Customer Relationship Management;管理科學;顧客關係管理;關鍵成功因素;績效評估;飯店業;Critical Successful Factors;PerformanceEvaluation;Hotel Industry

In recent years, the widely expanding global market and the raising consumerconsciousness has resulted in an increasing demand for Taiwanese corporation to attach greatimportance to consumer need. Thus, in order to survive in a highly competitive environment,hotels need to strengthen their abilities continuously which can increase customersatisfaction. However, there are many failure cases of introducing CRM under faultinessstrategic plan and post-CRM performance evaluation. Therefore, this study attempts toexplore the hotel's CRM critical success factors and post-CRM performance evaluationnorms.Most previous studies concerning CRM focus merely on examining the relationshipsbetween each construct, for example, the relationship among CRM, customer satisfactionand loyalty. There are few researches focusing on pre-CRM strategic planning andpost-CRM performance evaluation. Moreover, most researches of CRM evaluation wereonly conceptual discussion. This study will propose some CRM key performance indicators,and try to measure CRM performance.This study will use questionnaire to investigate the hotel's customers about marketingstrategy they use, and then analyze the data. Through this way, we can extract some CSFsfrom the top three hotels in Taiwan. On the other hand, after data collection from customers,we can measure the Taichung five star hotels' CRM critical success factors. Throughstatistical analysis, find some managerial implications from five star hotels' successful CRM.Eventually, according to the result of performance evaluation, we will review the CSFs ofhotels and evaluate if they should be modified or not.
其他識別: NSC97-2410-H005-034
Appears in Collections:科技管理研究所

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