探討美容 SPA 業的顧客關係管理與行銷策略對經營績效之影響-以 A 美容 SPA 公司為例

本研究利用網路問卷收集資料，以敘述性統計分析、單因子變異數分析、羅吉斯迴歸分析進行統計分析，探究 A 美容 SPA 公司的顧客關係管理與行銷策略對經營績效之影響。本研究共計發放 107 份問卷，有效問卷為 107 份。本研究結果發現，(一)年齡對顧客關係管理有顯著的差異；(二)工作年資對顧客關係管理有顯著的差異；(三) 學歷對行銷策略與經營績效有顯著的差異； (四)月收入對顧客關係管理有顯著的影響；(五)顧客關係管理對經營績效有顯著的影響，且顧客關係管理中之市場行銷計劃及分析與修正兩個構面對經營績效也是有顯著的影響；(六)顧客關係管理對行銷策略有顯著的影響；(七)行銷策略對經營績效有顯著的影響，行銷策略中之產品策略與推廣策略對經營績效也是有顯著的影響。

關鍵字

美容SPA ；顧客關係管理；行銷策略；經營績效

並列摘要

This study uses online questionnaires to collect data, uses descriptive statistical analysis, univariate factor variance analysis, and Logistic regression analysis to perform statistical analysis to explore the impact of A Beauty SPA's customer relationship management and marketing strategies on business performance. A total of 107 questionnaires were distributed in this study, and there were 107 valid questionnaires. The results of this study found that (1) age has a significant impact on customer relationship management; (2) working-years has a significant impact on customer relationship management; (3) education level has a significant impact on marketing strategies and business performance; (4) monthly income has a significant impact on customer relationship management; (5) on business performance, customer relationship management has a significant impact, and the marketing plan and analysis modification of customer relationship management also have a significant impact. (6) customer relationship management has a significant impact on marketing strategy, (7) on business performance, marketing strategy has a significant difference, and product and promotion in marketing strategy also have significant impacts.