亞力山大健康休閒俱樂部顧客關係管理之研究

A Study of Customer Relationship Management in Alexander Health Club

張憶茹(Yi-Ru Chang)

指導教授 ： 程紹同

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2002年)

摘要

近年來，「顧客關係管理（Customer Relationship Management, CRM）」已成為企業經營中最重要觀念之一。CRM結合了企業流程與技術，透過對於顧客的瞭解與互動，提升顧客忠誠度與企業競爭力。在目前健康體適能俱樂部會員流失率高，尋求新顧客成本也高的情形下，如何應用顧客關係管理，與顧客建立長久且良好的關係，以提高顧客忠誠度，是當前經營者所應重視的課題。
由於CRM的重要性與相關實證研究的缺乏，本研究主要目的是以亞力山大健康休閒俱樂部為個案研究對象，探討其CRM的執行內容、實施流程與導入現況。相關資料蒐集來源包括：出版/未出版文獻、網路資料與個案訪談。
根據研究結果歸納出以下結論：
一、亞力山大健康休閒俱樂部運用各種顧客關係聯繫與維持的管道與顧客進
行互動，以獲取顧客資訊，並利用人員分析以獲取顧客知識，進行活動
推展。
二、CRM的實施流程依序為：區分顧客、與顧客互動、提供客製化的服務。
三、目前已導入項目為CTI客服中心（computer telephony integrated call
center）與銷售點管理系統（point of sales）。
最後，根據研究發現與結論，提出具體建議，提供後續研究者探索新的研究方向及健康體適能俱樂部管理與實際應用之參考。

關鍵字

顧客關係管理 ； 健康體適能俱樂部

並列摘要

In recent years, Customer Relationship Management (CRM) has become one of the most important concepts in business management. CRM is a combination of business process and technology in order to understand customer and interact with customer in building customer relationship and then to improve the competition of abilities of enterprises. The health and sport club’s main revenues are from member fees. However, they face a critical problem that is the member retention rate. Thus, the establishment of a good relationship with customers and members’ retention is essential.
Because of the importance of CRM and the lack of related empirical studies for health and sport club industry in Taiwan, the main purpose of this study was to explore the contents, phases and the current status of Alexander Health Club’s adopting CRM. Data was collected from multiple sources, including published/unpublished document, websites and personnel in-depth interview.
According to the findings, conclusions of the study were listed as follow:
1. Alexander Health Club interacted with customer through every maintaining and communicating channels and retained customer knowledge by personal analyzing.
2. The phases of case studied implementing CRM were differentiating customer, interacting with customer and offering customized services.
3. Alexander Health Club has adopted computer telephony integrated (CTI) call center and point of sales (POS) system.
Finally, the recommendations based on the findings and conclusions of the study were made for further study and the success of Taiwan’s health and sport clubs.

並列關鍵字

Customer relationship management ； health and sport club

參考文獻

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