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題名：體驗行銷策略、顧客關係管理與行銷績效關係模式研究--臺灣旅館業之驗證
書刊名：行銷評論
作者：周中理 引用關係／陳正
作者(外文)：Chou, Chung-li／Chen, Cheng
出版日期：2007
卷期：4:3
頁次：頁339-364
主題關鍵詞：體驗行銷策略；顧客關係管理；行銷績效；Experiential marketing strategy；Customer relationship management；Marketing performance
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(10) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:10
  • 共同引用共同引用:6
  • 點閱點閱:70
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。
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.
期刊論文
1.Davids, Meryl(1999)。How to Avoid the 10 Biggest Mistake in CRM。Journal of Business Strategy，20(6)，22-26。  new window
2.吳萍、侯立陽、李爽(20050700)。中國觀光旅遊產業發展條件與展望。臺灣經濟研究月刊，28(7)=331，65-71。new window  延伸查詢new window
3.Jennings, A.(1997)。Customer Relationship Management Using Customer Scoring (Part II)。Journal of the Institute of Credit Management，37-39。  new window
4.Turner, A.(2001)。Brand=Experience。Marketing Magazine，106(27)。  new window
5.Clark, B. H.(1999)。Marketing performance measures: History and interrelationships。Journal of Marketing Management，15(8)，711-732。  new window
6.Healy, M. J.、Beverland, M. B.、Oppewal, H.、Sands, S.(2007)。Understanding Retail Experience: The Case for Ethnography。International Journal of Market Research，49(6)，751-778。  new window
7.Linoff, G. S.(1999)。The Two Customer Lifecycles。Intelligent Enterprise，2，8-13。  new window
8.Loch, Christoph、Stein, Lothar、Terwiesch, Christian(1996)。Measuring development performance in the electronics industry。Journal of Product Innovation Management，13(1)，3-20。  new window
9.Mitcrell, V. W.(2001)。Re-conceptualizing consumer store image processing using perceived risk。Journal of Business Research，54(3)，67-172。  new window
10.Morgan, N. A.、Clark, B. H.、Gooner, R.(2002)。Marketing productivity, marketing audits, and systems for marketing performance assessment integrating multiple perspectives。Journal of Business Research，55(5)，363-375。  new window
11.Pullman, Madeleine E.、Gross, Michael A.(2004)。Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors。Decision Sciences，35(3)，551-578。  new window
12.Yelkur, R.(2000)。Customer satisfaction and the services marketing mix。Journal of Professional Services Marketing，21(1)，105-115。  new window
13.Holbrook, M. B.(2000)。The Millennial consumer in the text of times: Experience and entertainment。Journal of Macromarketing，20(2)，178-192。  new window
14.Kandell, Jackie(2000)。CRM, ERM, One-to-one Decoding Relationship Management Theory and Technology。Trust and Estates，139(4)，49-53。  new window
15.Christy, Richard、Oliver, Gordon、Penn, Joe(1996)。Relationship Marketing in Consumer Markets。Journal of Marketing Management，12(1-3)，175-187。  new window
16.Stone, Merlin、Woodcock, Neil、Wilson, Muriel(1996)。Managing the Change from Marketing Planning to Customer Relationship Management。Long Range Planning，29(5)，675-683。  new window
17.陳文華(20000500)。顧客關係管理成功關鍵--高品質的顧客資料。能力雜誌，531，132-137。  延伸查詢new window
18.Clark, B. H.(2000)。Managerial Perceptions of Marketing Performance: Efficiency, Adaptability, Effectiveness and Satisfaction。Journal of Strategic Marketing，8(1)，3-25。  new window
19.Peppers, Don、Rogers, Martha、Dorf, Bob(1999)。Is Your Company Ready for One-To-One Marketing?。Harvard Business Review，77(1)，151-160。  new window
20.Schmitt, Bernd(1999)。Experiential Marketing。Journal of Marketing Management，15(1-3)，53-67。  new window
21.Joy, Annamma、Sherry, John F. Jr.(2003)。Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience。Journal of Consumer Research，30(2)，259-282。  new window
22.McLuhan, Robert(2000)。Go live with a big brand experience。Marketing，26(4)，45-46。  new window
23.Pine, B. Joseph II、Gilmore, James H.(1998)。Welcome to the Experience Economy。Harvard Business Review，76(4)，97-105。  new window
會議論文
1.陳貞吟、曾光華(2002)。體驗行銷的特性與應用。第一屆服務業行銷管理學術研討會。嘉義市：國立嘉義大學管理學院。14-28。  延伸查詢new window
學位論文
1.林俊豪(2002)。顧客關係管理對行銷績效之影響--以航運業為例(碩士論文)。國立海洋大學。  延伸查詢new window
2.范惟翔(2001)。顧客知識管理、市場導向與行銷績效之關係研究(博士論文)。國立中正大學。new window  延伸查詢new window
3.洪勝鴻(2004)。體驗行銷及關係行銷對顧客價值及顧客滿意影響之研究(碩士論文)。國立高雄應用科技大學。  延伸查詢new window
圖書
1.陳定國(1998)。行銷管理導論。台北市：五南。  延伸查詢new window
2.Morrison, Alastair M.(2002)。Hospitality and travel marketing。Delmar Thomson Learning。  new window
3.Solomon, Michael R.(2002)。Consumer Behavior: Buying, Having, and Being。Upper Saddle River, New Jersey：Prentice Hall International。  new window
4.觀光局(2004)。中華民國九十三年觀光年報。台北市：觀光局。  延伸查詢new window
5.Kotler, P.、Keller, K. L.、Ang, S. H.、Leong, S. M.、Tan, T. C.(2006)。Marketing Management: An Asian Perspective。New York：Pearson/Prentice Hall。  new window
6.姚德雄(1997)。旅館產業的開發與規劃。臺北市：揚智文化。  延伸查詢new window
7.顧景昇(2004)。旅館管理。台北：揚智文化。  延伸查詢new window
8.Bonoma, T. V.、Clark, B. C.(1988)。Marketing Performance Assessment。Boston, Massachusetts。  new window
9.Kerin, R. A.、Hartley, S. W.、Rudelius, W.(2004)。Marketing: The core。New York, NY：McGraw-Hill。  new window
10.Peppers, D.、Rogers, M.、Dorf, B.(1999)。The One to One Field Book: The Complete Toolkit for Implementing a 1 to 1 Marketing Program。New York：Currency Doubleday。  new window
11.Kalakota, Ravi、Robinson, Marcia(2001)。E-Business 2.0: Roadmap for Success。Addison-Wesley。  new window
12.Swift, Ronald S.(2001)。Accelerating Customer Relationship: Using CRM and Relationship Technology。Upper Saddle River, NJ：Prentice Hall。  new window
13.Kotler, P.、Bowen, J.、Makens, J.(1999)。Marketing for Hospitality Tourism。New Jersey：Prentice Hall。  new window
14.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
15.Schmitt, Bernd H.(2003)。Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers。John Wiley & Sons Inc。  new window
16.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。  new window
17.Kotler, Philip、Armstrong, G.(1999)。Kotler on marketing: how to create, win, and dominate markets。The Free Press。  new window
 
 
 
 
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