- 學位論文
運用客戶關係管理觀點進行旅遊網站客製化研究
TRAVEL WEBSITE CUSTOMIZATION USING CUSTOMER RELATIONSHIP MANAGEMENT
摘要
近年來網際網路的商業服務快速地發展，傳統旅行社也由實體店面的競爭壓力延續到虛擬通路上。網際網路的特性使得旅遊商品及相關新聞迅速公開，讓客戶第一時間就能決定較適合的產品，無論是單獨購買或是組合套餐，都能省下雙方不少時間而促成交易。對旅遊業者而言，除了持續包裝新的產品組合之外，還必須整合新的網站行銷模式，才能藉此與客戶進行互動並維持舊客戶的忠誠度。但要如何使龐大的客戶資料獲得分析與運用，並進一步協助企業取得決策支援的依據，以提昇客戶滿意度與忠誠度，是旅遊業者之重要課題。本研究運用客戶關係管理觀點與個案網站的內容分析結果，以UCCT模型架構為基礎，將使用者(User)、內容(Content)、社群(Community)及工具(Tools)之四大要素結合，作為建構客製化旅遊網站雛型的依據，以客戶為導向提供旅遊網站產品的操作，並運用Web 2.0工具使客戶於網站的瀏覽過程進行互動分析，回饋給客戶相關資訊之客製化功能，同時也能讓管理者查詢客戶對於產品之喜好記錄，此網站雛型除了可作為旅遊業者的參考，未來也可進行驗證導入客戶關係管理的重要性。
並列摘要
Accompanying the growth of commercial Internet service during these years, traditional travel agency also faces the stress from physical to virtual channel. The tour industry must try to integrate their marketing models with new personal services to increase customer loyalty. Therefore, find a way to analyze and leverage the huge customer database is critical for obtaining the decision support for enterprise to raise the degree of customer satisfaction and customer loyalty. In this thesis, we try to build a customized travel website based on the UCCT (User, Content, Community, and Tools) model and from the viewpoint of customer relationship management (CRM) as well as the content analysis result of the case Web site. The prototype will provide customer-oriented travel product on the Web and present feedback information for customers using Web2.0 tool to conduct interactive analysis during the browsing process. In this study we will suggest a tour website with the customization tool that allows the administrator to better know customers with their preference records of the travel product. The results of integrating customization into website not only can be a reference that is beneficial to the tour enterprise but also can be used to further verify the importance of CRM.