以顧客關係管理構建內外部顧客滿意度之評估模式－以台灣連鎖飯店業為例

The Evaluation Model of External and Internal Customer's Satisfactions Base on the Customer's Relationship Management-An Illustration of Chain Hotel in Taiwan

謝玲芬(Ling-Feng Hsieh) ； 黃婷筠(Ting-Yun Huang) ； 劉淑梅(Shu-Mei Liu)

《績效與策略研究》 4卷1期 (2007/06) Pp. 49-70

https://doi.org/10.6736/JPSR.200706_4(1).0003

摘要

觀光產業與科技產業已共同被視為二十一世紀的明星產業。要在競爭激烈的飯店業中脫穎而出，顧客滿意度的提升是成功的最佳捷徑，本文的目的即在於結合傳統顧客滿意度的衡量以及顧客關係管理的概念，為飯店業提出一個概念性的顧客滿意度衡量架構。由過去的文獻可得知，高度顧客滿意可使飯店績效有所提升，因此本文成功的從顧客關係管理主要的構面中，將外部及內部顧客滿意度分別建構出一個完整的評估模式，並且利用台灣知名的三大連鎖系統的九間飯店做為模式實證分析的對象，對各間飯店的消費者及員工為發放問卷，為瞭解各評估指標間之影響關係，本文運用了詮釋結構模式確定準則間的關係，並結合分析網路程序法求出各準則間權重，最後藉由整合內部顧客與外部顧客的滿意度衡量，將評估結果回饋給飯店業作為經營效率改善的參考。

關鍵字

顧客關係管理 ； 顧客滿意度 ； 分析網路程序法ANP ； 詮釋結構模式ISM

並列摘要

The tourist industry and technology industry has been the red hot businesses in the twenty first century. The best way to stand out within the highly competitive hotel industries is raising the customers' satisfactions. The purpose of this paper is combining the tradition measurement of customer's satisfaction and the concept of customer's relationship management to offer the hotel industry a conceptual evaluates structure. According to the review of papers, the higher customer's satisfactions could enhance the hotel chain performance. Therefore, this paper has been successfully constructed the complete evaluation model by using the external and internal customer's satisfactions from the main dimensions of the customer's relationship management. From make sure the accuracy of this model, this paper provides questionnaires for both consumers and employees for hotel industry. This paper utilizes the data of the nine hotels under the most famous top three chain hotel industry in Taiwan as the object of the analysis in model illustration. In order to realize the relationship between evaluation criteria, this paper applied the Interpretive Structural model (ISM) to confirm the relationship between all criteria. Besides, this paper converts the Analytic Hieratical Process (ANP) to figure out the weights of criteria. In conclusion, through the evaluation model of external and internal satisfactions, the results can be feed backed to hotel industry for improving the efficiency of their management.

並列關鍵字

customer's relationship management ； customer's satisfaction ； Analytic Hieratical Process ANP ； Interpretive Structural model ISM

參考文獻

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