體驗行銷策略、顧客關係管理與行銷績效關係模式研究－台灣旅館業之驗證

The Causal Relationship Model among Experiential Marketing Strategy, Customer Relationship Management and Marketing Performance-An Empirical Research of Hotel Industry in Taiwan

周中理(Chung-Li Chou) ； 陳正(Cheng Chen)

《行銷評論》 4卷3期 (2007/09) Pp. 339-364

https://doi.org/10.29931/MR.200709.0005

摘要

隨著體驗經濟時代來臨，消費者重視從消費活動中獲得之難忘體驗，故以體驗行銷吸引消費者已是未來的趨勢潮流。而旅館是旅遊活動中相當重要的行程考慮關鍵之一，如何維持讓顧客長期對企業的支持是業者行銷管理的智慧作法，因此聆聽顧客需求，創造良好顧客價值與互動關係，端賴於顧客關係管理的推行運用。然國內外在整合體驗行銷策略、顧客關係管理與行銷績效之探討與因果關係模式建構之研究實有不足，本研究對象擇以台灣旅館業，針對2005年交通部觀光局公布之旅館名單為研究框架，採取系統抽樣方式，抽取600家，以郵寄問卷調查法進行樣本資料蒐集，共取得有效回收問卷數119份，有效回收率19.83%。並採用樣本結構分析、信度與效度分析、探索性因素分析、線性結構關係模式(LISREL)等資料統計分析方法。實證結果發現：一、體驗行銷策略對顧客關係管理有顯著正向影響；二、體驗行銷策略對行銷績效有顯著正向影響；三、顧客關係管理對行銷績效存在顯著正向影響關係；並建構出完整的因果關係模式，可提供實務界在整合體驗行銷策略與顧客關係管理活動以提升行銷績效之參考。

關鍵字

體驗行銷策略 ； 顧客關係管理 ； 行銷績效

並列摘要

The research on the integration of experiential marketing, customer relationship management and marketing performance paid insufficient attention. Systematic sampling was adopted and mailed the questionnaire to 600 hotels in Taiwan hotel industry. There were 119 valid respondents received from the survey and the retrieve rate of valid respondents was 19.83%. Utilizing SPSS and AMOS, the frequencies, reliability and validity analysis, exploratory factor analysis, LISREL statistics were conducted. The empirical results include as the following: (1) Constructing a complete causality relationship model. (2) The experiential marketing strategy significantly influences the customer relationship management. (3) The experiential marketing strategy significantly influences the marketing performance. (4) The customer relationship management significantly influences the marketing performance.

並列關鍵字

Experiential Marketing Strategy ； Customer Relationship Management ； Marketing Performance

參考文獻

Bonoma, T.V.,B. H. Clark(1988).Marketing Performance Assessment.Boston:Harvard Business School Press.

Christy, R.,G. Oliver,J. Penn(1996).Relationship Marketing in Consumer Markets.Journal of Marketing Management.12,175-187.

Clark, B.H.(2000).Managerial Perceptions of Marketing Performance: Efficiency, Adaptability, Effectiveness and Satisfaction.Journal of Strategic Marketing.8,3-25.

Clark, B.H.(1999).Marketing Performance Measures: History and Interrelationships.Journal of Marketing Management.15,711-732.

Davids, M.(1999).How to Avoid the 10 Biggest Mistake in CRM.Journal of Business Strategy.11,22-26.