以顧客關係管理活動探討如何提升顧客滿意度-以游泳池為例

A Study of Customer Relationship Management Activity to Enhance Customer Satisfaction - Swimming pool as an Object.

謝坤銘(Shie Kuen Ming)

指導教授 ： 張庭彰

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2011年)

摘要

近年來國內學者紛紛投入運動休閒產業的研究領域，隨著產業發展及國民所得不斷的提升，民眾對於消費的觀念及習慣也受到了影響。臺灣的運動休閒產業中尤以游泳項目為大眾所追求的健康人生與享受生活樂趣的休閒運動，游泳更可作為舒解壓力、全身性運動、復健運動以及增進身體健康與生活情趣的休閒運動。顧客關係管是一種策略，它著重於瞭解客戶的需求，並根據客戶的需求去建立及維持客戶的忠誠度與滿意度。顧客關係管理可以協助解析顧客是如何界定相互競爭的業者，了解各別游泳池在消費者心中的形象與定位，呈現游泳池間的相對競爭態勢，其解析也可以協助游泳池業者配合自己資源與市場競爭狀況，針對不同顧客群，提供不同的利益或附加價值，適時調整與擬定未來經營策略，並爭取顧客的青睞。
本研究於2011年01月26日開始進行問卷之發放，至2011年03月05日，完成問卷之回收，共計回收問卷數為350份，有效問卷共300份，有效問卷回收率約為85.7%。研究結果發現前來游泳池讓顧客感受到良好的顧客關係管理活動時，也會正向的影響顧客對游泳池的滿意度。在服務品質方面，若讓游泳池的顧客有正向感受並對其滿意時，亦會提昇對游泳池之顧客滿意度及顧客忠誠度。反之，若顧客對游泳池呈現負向的服務品質，則游泳池之顧客滿意度也會降低。

關鍵字

游泳池 ； 顧客關係管理 ； 服務品質 ； 顧客滿意度

並列摘要

In recent years, scholars have invested in domestic leisure industry research area, with industrial development and constant upgrading of the national income, public attitudes and habits for consumption are also affected.Customer relationship management is a strategy, it focuses on understanding the customer needs, and in accordance with customer demand to build and maintain customer loyalty and satisfaction. Customer relationship management can help resolve competing customers is how to define the industry, individual swimming pool in the minds of consumers to understand the image and positioning, showing the relative competitive situation between the swimming pool, and its analysis can also assist with the swimming pool industry and market competition in their own resources for different customer groups, offering different benefits or added value, timely adjustment and development of future business strategy.
We start used questionnaire in our study in January 26, 2011 until March 05, 2011. After that, we got 350 responses, but we only got 300 collected responses, effective response rate of about 85.7%. The results show that came to swimming pool customers to feel good customer relationship management activities, will positively impact customer satisfaction on the swimming pool.
Quality of the service, if so the pool and its customers have a positive feeling satisfied, will enhance customer satisfaction and loyalty to the swimming pool. Conversely, if the pool has negative customer service quality, customer satisfaction is the swimming pool will be reduced.

並列關鍵字

Swimming pools ； Customer Relationship Management ； Service quality ； Relationship marketing

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