以顧客關係管理活動探討如何提升顧客忠誠度-以綠島為例

The Study of Customer Relationship Management Activity to Enhance Customer Loyalty- Green Island as an Objectp

洪嘉璘(hung chia lin)

指導教授 ： 張庭彰

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

顧客關係管理(Customer Relationship Management, CRM)強調經營者需與顧客建立良好的互動關係，因此，瞭解顧客的需求與價值是顧客關係管理的首要之務，本研究主要在探索觀光產業在執行顧客關係管理活動方案時，對提高顧客忠誠度的效果有何貢獻。綜觀目前對CRM 活動相關之研究， 大都是從科技與企業管理兩方面， 進行科技技術應用發展或改善企業管理流程與方法之相關研究，針對觀光產業卻較少研究論及， 因此本研究將以觀光產業來探討顧客關係管理活動、顧客滿意度、關係程度與顧客忠誠度之間的影響。
本研究採用問卷調查法蒐集所需資料，調查對象為曾到過綠島觀光旅遊的顧客。資料經蒐集分析後， 研究有如下之結果：
一、顧客關係管理之各項活動、顧客滿意度、關係品質、顧客忠誠度這四個構面間， 確實存在著影響關係。
二、加強顧客對顧客關係管理各項活動方案，可提升顧客滿意度及關係品質。
三、觀光業顧客滿意度及關係程度之提升，可建立忠誠顧客，強化雙方未來互動。
本研究在整體構念上的研究發現，關係程度與顧客滿意度對顧客忠誠度均有直接的影響關係，在探討顧客忠誠度的影響因素時，研究結果也發現顧客滿意度對顧客忠誠度的影響效果與關係程度與顧客忠誠度的影響相近。因此，為提升顧客對綠島回流意願、顧客滿意度
及關係品質， 均需加強顧客關係管理之各項活動。

關鍵字

顧客關係管理、顧客滿意度、關係程度、顧客忠誠度

並列摘要

Customer Relationship Management (CRM) emphasizes that the business
operators should establish a good relationship with the customers, therefore understanding the customers’ needs and values, which is most important. The purpose of this study is to discover the contribution this CRM has on raising the level of customer loyalty within the tourist industry. Currently most of the CRM are being used in the fields of technology to progress research and development and business management to improve the corporation process management. It’s seldom used in the tourist industry, we want to see the effect between the activities of CRM, customer satisfaction, level of relationship and customer loyalty has on this field. This study collects information obtained from questionnaires given to those who have been to Green Island. After analysis of the information received from the questionnaire the following conclusions were drawn.
1. The activity of CRM, customer satisfaction quality of relationship, and loyalty of customers are all related, each one effecting the other.
2. Encouraging customers to participate in the CRM activity increases customer satisfaction and quality of relationship.
3. Increasing the tourist industry’s customer satisfaction will create more loyal
customers and strengthen both sides of this interactive relationship in the future.
This study shows that the level of relationship and customer satisfaction directly effect customer loyalty. This study also shows that the effect that customer satisfaction has on customer loyalty and the effect level of relationship has on customer loyalty is the same. Therefore, in order to increase customers’ desire to return and visit Green Island again, customer satisfaction and quality of relationship. It is important to encourage customers to participate all kinds of CRM activities.e

並列關鍵字

Customer Relationship Management, Customer Satisfaction, Level of Relationship, Customer Loyaltyn/vnd.ms-powerp

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