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題名:臺灣特色民宿的顧客關係管理、關係行銷與創新經營績效關係之研究
作者:陳文進
作者(外文):Wen-Chin Chen
校院名稱:國立臺北科技大學
系所名稱:技術及職業教育研究所
指導教授:張仁家
學位類別:博士
出版日期:2014
主題關鍵詞:特色民宿顧客關係管理關係行銷創新經營績Speciality B & BCustomer Relationship ManagementRelationship MarketingInnovation Business Performance
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近年來政府極力推展觀光,臺灣特色民宿具有文化性與本土(地域)性的特點,成為推廣區域觀光發展的重要媒介。特色民宿的創新經營績效深受顧客關係管理及關係行銷的影響,因此,本研究旨在探討特色民宿導入顧客關係管理和關係行銷後,對創新經營績效的影響,及關係行銷對顧客關係管理與創新經營績效的中介效果。本研究採問卷調查法,以全國特色民宿為研究對象,總共發放98份,回收93份,有效問卷為90份。本研究採用偏最小平方法(partial least squares, PLS)以測量模型分析、結構模型分析、Sobel test檢定分析與相關分析等,來驗證整個理論模型與研究假設,其獲致結論有四項:
一、特色民宿實施顧客關係管理對創新經營績效有正向的影響關係。
二、特色民宿實施顧客關係管理對關係行銷有正向的影響關係。
三、特色民宿實施關係行銷對創新經營績效有正向的影響關係。
四、特色民宿如欲提高創新經營績效除了進行顧客關係管理之外,亦應重視關係
行銷。
In recent years, the government made an utmost effort to promote tourism. Taiwan specialty B & B has a cultural and local (area) of characteristic and becomes an important medium for the promotion of regional tourism development. Speciality B & B''s innovation business performance by the customer relationship management and relationship marketing impact. Therefore, This study aimed to investigate the effect of innovation operation performance for speciality B & B by introducing relationship marketing and customer relationship management, and the effect of relationship marketing positive partial mediator effect to customer relationship management marketing and innovation operation performance..
This study used questionnaires analysis and applied nationwide specialty B & B as the target. A total 98 copies were sent, 93 copies have returned and 90 copies were valid questionnaires. This study applied partial least squares (PLS) method model to analysis the structural model and Sobel test to analysis and verify the entire theoretical models and hypotheses. There are four conclusions as followings.
1. The innovation operation performance in the Specialty B & B has a positive impact on implementation of customer relationship management.
2. The relationship marketing in the Specialty B & B has a positive impact on implementation of customer relationship management.
3. The innovation operation performance in the Specialty B & B has a positive impact on implementation of relationship marketing.
4. The relationship marketing in the Specialty B & B has a significant positive partial mediator effect between the customer relationship management and innovation operation performance.
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