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論文識別碼 etd-0213104-170420
統計 本論文已被瀏覽 105 次,被下載 1272 次
中文姓名 郭亞慧
英文姓名 Ya-Hui Kuo
電子信箱 gh3888@ms27.hinet.net
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Business Administration
學年度 92
學期 1
學位 碩士
語文別 英文
論文種類 碩士論文
論文名稱(中) 台灣國際觀光飯店實施顧客關係管理之資料包落分析與標竿研究
論文名稱(英) A DEA and benchmarking analysis of Customer Relationship Management (CRM) for International Tourist Hotels in Taiwan
頁數 79
摘要(中) 自從台灣加入世界貿易組織(WTO),全球化的衝擊日益劇烈,而台灣的國際級觀光飯店亦面臨了強大的競爭壓力,「留住顧客」儼然成了企業生存的關鍵任務。由於能夠提供維繫良好顧客關係的重要功能,顧客關係管理(CRM)已在台灣的國際觀光飯店實施多年,並提供有利的關係處理架構。然而建置顧客關係管理系統所需的龐大成本對於導入的飯店而言仍具相當風險,究竟它能帶來多少回饋?怎樣的系統資源配置才能發揮最大效益?為了解決上述疑慮,本研究希冀透過下述問題的探討與了解來釐清:一、期望能夠了解到在台灣的國際觀光飯店中,什麼是影響效益的關鍵因素?二、期望透過本研究所使用的資料包絡分析法,以標竿效率的觀念找出實施顧客關係管理最有效率的國際觀光飯店。三、期望透過標竿飯店的分析,找出實施顧客關係管理最有效率的資源配置方式。
  本研究採用以專家意見做為衡量一致性標準的研究方式,並以資料包絡分析法做為分析的主幹,此分析法目前廣泛應用在標竿學習的管理領域中。透過研究分析,顯示出達到效率境界的國際觀光飯店,也進一步得出最具標竿效率的顧客關係管理資源配置。最終,將提供國際觀光飯店一個更有效與安全建置顧客關係管理系統的參考。
摘要(英) Since Taiwan became a member of the World-Trade Organization (WTO). It made Taiwan more internationalized and globalized. It also took international tourist hotels in Taiwan to a more competitive situation. Retaining customers becomes the crucial task to survive. Due to providing excellent ability to keep great relationship with customers, Customer Relationship Management (CRM) had been conducted in international tourist hotels in Taiwan for years. It provides a useful framework to forge the long-term relationship with their customers. But huge expenditure of conducting CRM system is somehow risky for companies. Is it efficient enough as it costs? What is the most efficient allocation of CRM resource? This study is subject to fill the void of following questions: 1. To verify the key influential factors of CRM among the international tourist hotels in Taiwan. 2. To investigate the results directed by DEA, and identify the benchmarking group among the hotels which implement CRM, through the concept of benchmarking efficiency. 3. To find out the benchmarking allocation of CRM elements through analyzing the allocating situation of the benchmarking hotels.
This study adopts experts opinions as the respondents and proceeds the study with the analysis of DEA, which is a popular methodology for discussing the benchmarking practices. Through the analysis, the result shows the efficiency frontier and the benchmarking group of international tourist hotels. Then the benchmarking allocation of CRM resource is identified. Finally, the practitioners can get the useful information from this study and realize a more efficient and safer way to conduct their own CRM system.
論文目次 CHAPTER 1 INTRODUCTION 5
1.1 RESEARCH BACKGROUND AND MOTIVATION 5
1.2 RESEARCH OBJECTIVES 8
1.3 RESEARCH FLOW 9
1.4 THE STRUCTURE OF THIS STUDY 10
CHAPTER 2 LITERATURE REVIEW 11
2.1 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 11
2.1.1 Background of CRM 11
2.1.2 Definition of CRM 14
2.1.3 The Strategic Dimensions of CRM 16
2.1.3.1 Channel Management 18
2.1.3.2 Customer Information Management 24
2.1.3.3 Process Management 29
2.1.4 Metrics of CRM 31
2.2 SUITABILITY OF CRM FOR THE INTERNATIONAL TOURIST HOTELS 32
2.3 BENCHMARKING 35
2.3.1 The Definition of Benchmarking 35
2.3.2 Benchmarking style 36
2.3.3 Stages of benchmarking process 36
2.4 RESEARCH METHODOLOGY 37
2.4.1 Introduction of DEA 37
2.4.2 Theoretical Framework of DEA 38
CHAPTER 3 RESEARCH METHODOLOGY AND DESIGN 46
3.1 RESEARCH DESIGN AND FRAMEWORK 46
3.2 RESEARCH VARIABLES 47
3.2.1 Input Variables 48
3.2.2 Output Variables 50
3.3 RELIABILITY OF THE MEASURES 50
3.4 SELECTIONS OF HOSPITALITY SAMPLINGS 51
3.5 DATA COLLECTION 53
3.6 DATA ANALYSIS 53
CHAPTER 4 RESEARCH AND DISCUSSIONS 55
4.1 FACTOR AND RELIABILITY ANALYSIS 55
4.2 DATA ENVELOPMENT ANALYSIS OF 22 HOTELS 59
4.2.1 Analysis for Non-Financial Output Variables 59
4.2.2 Analysis for Financial Output Variables 63
4.3 CLUSTER ANALYSIS AND ANOVA ANALYSIS 67
CHAPTER 5 CONCLUSION AND SUGGESTIONS 70
5.1 RESEARCH CONCLUSION 70
5.2 RESEARCH SUGGESTIONS 71
REFERENCE 74
APPENDIX:RESEARCH QUESTIONAIRE    80
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關鍵字(中)
  • 顧客關係管理
  • 標竿管理
  • 資料包絡分析法
  • 國際觀光飯店
  • 關鍵字(英)
  • DEA
  • Benchmarking
  • Customer Relationship Management
  • 口試委員
  • 林清河 - 口試委員
  • 張淑昭 - 口試委員
  • 吳萬益 - 指導教授
  • 譚伯群 - 指導教授
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    繳交日期 2004-02-13

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