题名

顧客關係管理運用於旅遊網站之研究

并列篇名

Customer Relationship Management in the Travel Web Site

DOI

10.29423/JSRR.200712_2(2).0001

作者

劉元安(Yuan-An Anna Liu);陳瑞峰(Ruey-Feng Chen);陳宏斌(Hung-Bin Chen);萬金生(Chin-Sheng Wan)

关键词

顧客關係管理 ; 旅遊業 ; 旅遊網站 ; 紮根理論 ; Customer relationship management ; Travel industry ; Travel website ; Grounded theory

期刊名称

運動與遊憩研究

卷期/出版年月

2卷2期(2007 / 12 / 01)

页次

1 - 25

内容语文

繁體中文

中文摘要

本研究旨在探討顧客關係管理應用在旅遊網站的適切性。研究以紮根理論進行初探性的研究,研究中選取國內六家具代表性之旅遊網站公司,以觀察網站內容及訪談網站經理人的方式,歸納出旅遊網站之顧客關係管理架構,共衍生五項範疇流程,分別命名爲顧客資料蒐集、顧客資料分析管理、顧客互動服務、顧客資料運用及顧客行銷方案。並從五項範疇流程演繹出十項命題,用以解釋顧客關係管理運用於旅遊網站之情形。研究結果顯示旅遊網站中顧客關係管理所強調的「關係」經營,與國內旅遊網站經營理念是相左的。分析之,原因有三:首先爲國內旅遊網站本身經營模式的質變不完整;其次爲國內網路消費者仍未熟悉網路環境,對線上關係的經營並不認同;最後爲顧客導向的觀念在國內的旅遊網站產業未能落實。建議投入旅遊網站者,首先應以社群爲旅遊網站經營基礎,以顧客導向出發來影響旅遊網站中產品的操作;其次爲旅遊網站的顧客消費量需具規模,才足以操控產品價格,利於顧客關係管理的運用;最後旅遊網站之經營者需認知顧客關係管理是一項必然的經營趨勢,擁有決策權之企業領導者要支持導入顧客關係管理。

英文摘要

As there is no systematic analysis for the connection between travel website and ”Customer Relationship Management, CRM”, this research, an exploratory study, tries to identify the connection by the approach of Grounded Theory. Taking six local travel website companies in Taiwan as samples, this research intends to generalize the CRM model of the travel website. Based on research result, it separates five categories, connecting customer's data, data analysis, customer interaction service, using data, and marketing project, of CRM in travel website. Following this five categories above, there are ten propositions to explain the CRM in travel website. According to research result, there are three reasons to explain the different means of ”relationship” between CRM website and the reality. First, the business model of travel website is still immature. Second, the customer is not familiar with the internet marketplace. Third, the concept of customer oriented is not practicable in local travel website. Furthermore, according to the result, the suggestions to travel website managers are: the travel website should be designed on the base of community; the amount of consumption in the travel website should reach to a scale where pricing can be controlled; finally, the manager of the website has to recognize that CRM is the trend in the future.

主题分类 醫藥衛生 > 預防保健與衛生學
社會科學 > 體育學
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