臺灣博碩士論文加值系統

在顧客導向的現代，顧客掌握了公司的命運，良好的顧客關係是公司重要的無形資產，公司必須了解顧客真正的需求，才能有效的掌握商機。而旅館業與顧客之間關係直接且密切，更需要利用顧客關係管理，以維持顧客忠誠。本研究欲探討旅館業者顧客關係管理作法對關係品質的影響，即顧客關係管理對顧客滿意度、信任與承諾是否有顯著影響效果，並探討關係品質是否會影響顧客終生價值，亦即顧客的使用量、忠誠度、口碑效果及產品購買傾向的效果是否會因而提升。
本研究以多因子多變量分析(MANOVA)探討不同旅館偏好的消費群對於旅館業者的顧客關係管理作法、關係品質及顧客終生價值的關係看法上是否有顯著差異。並以線性結構關係模式(SEM)探討顧客關係管理、關係品質是否會影響顧客終生價值，即探討彼此之間的關係及強度。
本研究以旅館及民宿為研究業別，以全國曾到旅館或民宿住宿的消費者為主要調查對象，共計回收688份有效問卷並進行分析。研究結果顯示：(1)不同旅館偏好的消費群在顧客關係管理作法、顧客滿意、信任、承諾及使用量、忠誠者確認、產品購買傾向等構面上皆具有顯著差異，表示經營型態為一有效的區隔變數。(2)不同旅館偏好的消費群在顧客關係管理、關係品質對顧客終生價值的影響看法上皆呈現顯著正向關係。(3)經由線性結構關係模式發現，顧客關係管理作法對關係品質有正向影響、關係品質對顧客終生價值有正向影響。(4)不同旅館偏好的消費群在旅館業者的顧客關係管理作法、關係品質及顧客終生價值的關係上具有部分干擾效果，亦即表示，對旅館類型偏好不同的群體在部份關係路徑上之強度有顯著差異。

In the customer-oriented era, customers dominate the future of a company. Therefore, customer relationship is an important intangible asset. A company has to understand the real needs of customers so as to effectively catch business opportunities. In the hotel industry, service providers have a direct and close relationship with customers. It is especially necessary for them to maintain customer loyalty through customer relationship management. This paper focuses on the hotel industry to investigate the effect of customer relationship management on relationship quality, i.e. to find out if customer relationship management has significant effect on customer satisfaction, loyalty, and commitment. In addition, it also examines whether relationship quality affects customer lifetime value, i.e. whether customer utilization, loyalty, word-of-mouth, and purchase intention can be enhanced with the increase of relationship quality.
In this study, Multivariate Analysis of Variance (MANOVA) is used to investigate if significant differences exist in the relationship among Customer Relationship Management, Relationship Quality and Customer Lifetime Value from different preference groups on hotel type. Meanwhile, Linear Structure Equation Model (SEM) is used to analysis the relationship and strength among Customer Relationship Management, Relationship Quality, and Customer Lifetime Value.
This study was focused on the industry of hotels and B&B inns, so questionnaires were administered to consumers who have stayed in hotels or B&B inns in Taiwan. A total of 688 valid responses were collected and analyzed. Result showed: (1) There are significant differences in the perception of customer relationship management actions, satisfaction, trust, commitment, utilization, loyalty, and purchase intention among consumers with different preferences on hotel type, indicating that hotel type is an effective segmentation variable. (2) Significant and positive relationship exists on the views of the effects of Customer Relationship Management and Relationship Quality on Customer Lifetime Value from consumer groups of different preferences on hotel type. (3) It was found from linear Structure Equation Model that the action of Customer Relationship Management has positive influence on Relationship Quality, and Relationship Quality has positive effect on Customer Lifetime Value. (4) Consumer groups of different preferences on hotel type have partial interference effect on the relationship among the action of Customer Relationship Management, Relationship Quality and Customer Lifetime Value, that is, groups of different preferences on hotel type show significant difference on the strength of partial relationship path.

摘要 i
Abstract ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
1.緒論 1
1.1 研究背景及動機 1
1.2 研究範圍及目的 2
2.文獻探討與假設 3
2.1 顧客關係管理 3
2.2 關係品質 5
2.3 顧客終生價值 8
2.4 研究假設 10
3.研究設計 13
3.1研究架構 13
3.2研究變數 14
3.3樣本抽樣 15
3.4分析方法 16
3.5問卷預試及前測 17
4.資料分析與研究結果 20
4.1樣本結構分析 20
4.2 消費者群體特性分析 23
4.3 各衡量構面之信度與效度分析 31
4.4 各構面間互動關係分析 41
4.5 各變數之影響效果分析 47
4.6 消費者群體在各構面上之差異分析 52
4.7 多群體結構模式比較分析 55
5.結論與建議 59
5.1 研究結論 59
5.2 管理意涵 60
5.3 研究限制與未來研究方向 60
參考文獻 61
附錄一 問卷 67

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