關係行銷歷程之研究 -以民宿為例

The Process of Relationship Marketing —in Case of Pansion

林正雄(Jeng-Shung Lin)

指導教授 ： 黃佑安

國立暨南國際大學/管理學院/國際企業學系/碩士(2009年)

https://doi.org/10.6837/NCNU.2009.00073

摘要

關係行銷近年來被引入消費者社會化研究領域，對於服務業來說，廠商與顧客之間的和諧融洽關係是相當重要的，關係行銷是民宿產業經營上的重要行銷模式，學者對關係行銷的研究及闡述極多，但針對民宿經營上關係行銷之研究付之闕如，也是過去所忽略的研究課題。本研究旨在探討關係行銷過程理論與民宿經營實務互為應證。

訪談對象選定清境地區三家重視關係行銷的民宿，房間數規模相近且夫妻自行經營的三家民宿，本研究將依據Jackson（1994）所提出之關係行銷四階段過程，及Gremler and Gwinner（2000）所提出之愉悅的互動與個人的連結兩構面，來探討關係行銷過程在民宿經營內容的具體事例。

研究發現，民宿主人在關係行銷的吸引階段傾向採取建構民宿特色的作為來提高愉悅的互動，透過凸顯主人的形象來增強個人的連結; 在關係行銷的建立階段，傾向採取親身互動的作為來提高愉悅的互動，透過親身呈現相似性來增強個人的連結; 在關係行銷的維持階段，傾向採取換起第一次光臨的美好印象的作為來提高愉悅的互動，透過維繫事後關係的作為來增強個人的連結; 在關係行銷的強化階段，傾向採取提供民宿以外服務滿足的作為來提高愉悅的互動，透過拓展新相似屬性來增強個人的連結。

關鍵字

民宿、關係行銷 ； 和諧融洽關係 ； 愉悅的互動 ； 個人的連結

並列摘要

Relationship marketing has been led into the consumer socialization research field recently. As for customer services industry, the rapport between suppliers and customers is very important. Relationship marketing is an important marketing model in the pension industry operation. There have been a lot of researches and essays in relationship marketing, but fewer researches in relationship marketing of pension operation which was ignored in the past .This research aims to verify the theory of relationship marketing process and the practice of pension operation.
This research analyze the practice of the relationship marketing process in pension operation according to Jackson's(1994) relationship marketing four phases process and Gremler and Gwinner's(2000) the two sectors, joyful interaction and personal connection. Three pensions which value relationship marketing, have similar numbers of room and are operated by couple themselves have been selected for this survey.
This research's outcome is described below. In attraction phase, owners of pensions tend to construct pension's characteristic to increase the joyful interaction and show owner's images to enhance the personal connection. In build up phase, the owner's tend to increase the joyful interaction through owner-self interaction and enhance the personal connection through mutual similarity. In maintenance phase, the owner's tend to recall the guest's wonderful experiences of the first visits to increase the joyful interaction and maintain the posterior relationship to enhance the personal connection. In enhancement phase, the owner's tend to provide extra services in addition to pension services to increase the joyful interaction and develop new similarity to enhance the personal connection.

並列關鍵字

Pension ； Relationship Marketing ； Enjoyable Interaction ； Personal Connection

參考文獻

一、中文部份

1、 方伯晉（2005），雪霸國家公園見地區發展民宿評估之研究，中華大學營建管理研究所碩士論文。

2、 中華農村發展規劃協會（1996），民宿、市民農園及觀光度假漁業作業準則要點之研究，行政院農委會。

3、 江治遠（2007），影響資訊諮詢顧問公司客戶自發行為之研究，東華大學企業管理學系碩士在職專班碩士論文。

4、 交通部觀光局 http://tiscsvr.tbroc.gov.tw/，2004。