臺灣博碩士論文加值系統

台灣整體政治經濟環境的變遷，農會的角色出現了不同的時代意義。農會面對管理技術與資訊科技的發展，顧客關係的規劃經營隨之興起。在顧客需求多元化下，有效率的管理與顧客之間的關係，藉此找出最佳的顧客、維持住優良的顧客，以達到顧客價值最大的效能，進而可達到有效的風險管理之目的。因此，農會經營營利事業部門，顧客關係管理將是一重要課題。本研究的目的選定台東縣農會東遊季溫泉渡假村為個案對象，研究農會是否運用顧客關係管理，做為行銷的方式。從東遊季目前運用顧客關係管理之現況、作業流程、行銷規劃與顧客互動之活動、研擬東遊季溫泉渡假村之策略模式。研究結果發現未來東遊季整體滿意度仍有進步的空間、落實顧客關係管理創造遊客滿意與忠誠度、加強員工對於顧客關係管理的教育訓練、使用資訊科技作為行銷的手段及農會經營階層的全力支持，如上述，若成功地導入顧客關係管理，而協助東遊季建立深具利潤的長期顧客關係。也是本研究顧客關係管理的體認。

The role that farmers’ associations play has its new meaning as a result of the change in the overall political-economical environment in Taiwan. The development of new management skills and information technologies has prompted farmers’ associations to adopt a new approach towards customer relation management. Under the variation of customers’ demands, the best way to find good customers and to keep them is through efficient management and good customer relationship. This would result in maximizing the effectiveness of its customers’ values so that the objective of an effective risk management could be attained. Thus, customer relation management has become an important issue to be faced by managers of the profit generation section of farmers’ associations. This study was to select
the Tung-Yu-Chi Hot Spring Resort Village, owned and operated by the
Taitung County Farmers’ Association, as a case for studying whether or not III the Taitung County Farmers’ Association applied the theory of customer relation management in its marketing of the resort village. This study reviewed the current customer relation management system developed by the rsort village, and its operating procedures, marketing plans and interactive activities with customers. This review will be used as a basis for developing a marketing strategy system for the resort village to enable it to satisfy its customers and to enhance its business profits. Results of this study showed that there was room for the resort village to improve its customers’satisfaction, customer relation management for enhancing custom satisfaction and loyalty, and training of its employees to enhance their understanding of customer relation management, application of information technologies in marketing strategies, and full support of the management of the Taitung Farmers’ Association. Based on the results of this study, if customer relation management concepts can be successfully adopted by the resort village, it will help the resort village establish its long-term profitable customer relationship. This is the main reason why customer relation management was the focus of this study.Keywords: Farmers’ Association, Taitung County Farmers’ Association , Journey to the east.

摘 要............................................................................................................I
Abstract ............................................................................................................ II
誌 謝.........................................................................................................IV
目 錄.......................................................................................................... V
圖表目錄....................................................................................................... VII
第一章 緒論..................................................................................................... 1
第一節 研究背景與動機.......................................................................... 1
第二節 研究目的...................................................................................... 2
第三節 研究流程...................................................................................... 3
第二章 文獻探討............................................................................................. 4
第一節 農會沿革...................................................................................... 4
第二節 顧客關係管理定義與範疇.......................................................... 7
第三節 顧客關係管理的程序與架構.................................................... 14
第四節 顧客滿意度與忠誠度................................................................ 17
第三章 研究設計........................................................................................... 28
第一節 研究架構與研究假說................................................................ 28
第二節 研究變數.................................................................................... 29
第三節 問卷設計.................................................................................... 30
VI
第四節 資料統計分析方法.................................................................... 33
第四章 實證分析........................................................................................... 35
第一節 東遊季溫泉渡假村導入顧客關係管理之現況........................ 35
第二節 遊客背景特徵............................................................................ 41
第三節 遊客滿意度................................................................................ 48
第四節 核心運作、顧客互動、顧客滿意與顧客忠誠度之關係........ 55
第五章 結論與建議....................................................................................... 59
第一節 研究發現.................................................................................... 59
第二節 管理的意涵................................................................................ 60
第三節 建議............................................................................................ 62
第四節 本研究限制及對後續研究之建議............................................ 64
參考文獻......................................................................................................... 65
附錄：問卷調查表......................................................................................... 73
作者簡介......................................................................................................... 76

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