旅館業之顧客關係管理與經營績效之關係模式建置與比較

Establishment and Comparison of Relationship Models between Customer Relationship Management and Business Performance on Hotel Industries

吳淑鶯(Shwu-Ing Wu) ； 陳瑞和(Jui-Ho Chen) ； 劉欣怡(Shin-Yi Liu)

《臺灣企業績效學刊》 5卷2期 (2012/06) Pp. 209-240

https://doi.org/10.6697/TBPJ.201206_5(2).0003

摘要

旅館業者係以服務顧客為導向，故如何建立良好的顧客關係，以期留住顧客以穩住市場為其第一要務。因此，為強化經營績效，確保永續經營，旅館業者更應重視企業與消費者間之顧客關係管理及關係行銷，以期增進關係品質進而提升經營績效。本研究係站在旅館業者的觀點，探討顧客關條管理、關係行銷和經營績效三者間的關聯性，並討論不同旅館型態在顧客關係管理、關係行銷與經營績效三者間關係上之差異。經由調查231位民宿業者、336位飯店業者、及114位汽車旅館業者後發現：飯店業者實施顧客關係管理策略的客戶關係規劃對於關係行銷效果有顯著正向影響；民宿業及汽車旅館業者實施顧客關係管理策略的客戶互動系統對於關係行銷效果有顯著正向影響，且不同旅館業在顧客關係效果模式之路徑關係上有顯著的差異。

關鍵字

顧客關係管理 ； 關係行銷 ； 經營績效

並列摘要

As hotels are oriented to customer services, establishing good customer relationships to hopefully keep customers and stabilize the market is the primary task of hotel operators. To obtain better business performance and sustainable management, hotel operators need to pay more attention to customer relationship management (CRM) and relationship marketing so as to enhance relationship quality and also business performance. The relationship among CRM, relationship marketing, and business performance was explored from the perspective of hotel operators. Besides, difference among different hotel types in the relationship among CRM, relationship marketing, and business performance was also discussed. Through a survey on B&B (Bed-and-breakfast), Hotel (including general hotel and tourist hotel) and Motel, the returned avail questionnaires are 231, 336 and 114. The study results found that the customer relationship planning of CRM has significant and positive influence on relationship marketing in Hotel; and the customer interaction system of CRM has significant and positive influence on relationship marketing in both B&B and Motel. Beside, significant difference exists between B&B, Hotel and Motel in relationship paths for the relationship model of CRM effectiveness.

並列關鍵字

Customer Relationship Management ； Relationship Marketing ； Business Performance

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