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研究生:曾致嘉
研究生(外文):Chih-Chia Tseng
論文名稱:領導風格對顧客關係管理實踐之影響-以台灣台中市觀光旅館為例
論文名稱(外文):Examing the Relationship between Leadership Styles and Customer Relationship Management-A Case Study of Tourism Hotels in Taichung, Taiwan
指導教授:陳立岳陳立岳引用關係
指導教授(外文):Li-Yueh Chen
學位類別:碩士
校院名稱:明道大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:152
中文關鍵詞:轉換型領導交易型領導顧客關係管理
外文關鍵詞:Transformational LeadershipTransactional LeadershipCustomer Relationship Management
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隨著經濟成長與市場競爭環境的變化,顧客關係管理已成為企業經營管理重要競爭策略之ㄧ。顧客關係管理不僅是一種科技技術,也是企業對顧客溝通的重要管道,因此隨著主管領導風格的不同,對於這些溝通方式以及注重的層面也可能會有所差異,進而影響顧客關係管理之表現。而在現今領導理論的研究多數以轉換型領導與交易型領導為核心概念 (Yukl, 2001 )。因此本研究目的以探討轉換型領導與交易型領導何者對於實施顧客關係管理能具有較好的績效。

根據交通部觀光局顯示服務業佔我國GDP持續高達70%,而餐飲住宿業在服務業整體比重更高達22%,加上我國政府在觀光政策上的強力推行,想必觀光產業在我國經濟發展將扮演著舉足輕重的角色。而近年來我國住宿率呈現下滑的趨勢,且以台中地區下滑幅度最驚人,因此本研究對象以台中市地區觀光旅館為例,研究樣本採用便利抽樣的方式,而以觀光旅館的餐飲部、客務部與業務部之第一線從業人員為受測者,共發放406份問卷,剔除無效問卷,共296份問卷,有效回收率為72.9%。研究結果發現:1.轉換型領導與顧客關係管理具有正向之影響。2.交易型領導之主動式與權變管理與顧客關係管理具有正向之影響。3.交易型領導之被動式與放任管理與顧客關係管理具有負向之影響。

最後,根據本研究的實證研究,提出結論與建議。可供觀光旅館之主管作為提升顧客關係管理績效之參考。
Economic growth and changes in competitive markets have made customer relationship management on critical competition strategy. The customer relationship management is not only a kind of “Information Technology”, but also it is the channel of communication with customers, Therefore, different way of communication and focusing of targets by different leaders, who have varied way of thinking and leadership styles, and then influences the performance of customer relationship management. Leadership theoretical research tend to focus on Transformational leadership and Transactional leadership (Yukl, 2001). Therefore, the research objectives of this study is to examine how the managers’ transformational and/or transactional leadership styles effect customer relationship management.

According to the Tourism Bureau of the Ministry of Transportation and Communications, service industry accounts for more than 70% of the national GDP. Additionally, the food service and lodging industries account for 22% in the overall proportion of the service industry. Furthermore, Government strongly encourages the execution of the tourism policy. This fact shows that tourism industry plays a decisive role in the economic development of the country. However, in recent years, there is a declining trend in the lodging rate of the country. The most astonishing degree of decline is in the district of Taichung. Therefore, taking tourist hotels in Taichung city for example, adopting convenience samples by research from front-line employees in Food and Beverage Division, Room Division, and Sales Division of tourist hotels, 406 questionnairesare sent out in total. After eliminating the unqualified questionnaires, there are 296 effective copies. Therefore, the response rate is 72.9 %.

The research of this study was found:
1.Transformational leadership has positive effects of customer relationship management.
2.Transactional leadership’s active management by exception and contingent reward dimension has positive effects of customer relationship management.
3.Transactional leadership’s passive management by exception and laissez-faire dimension has negative impacts of customer relationship management.

The conclusion and suggestions are proposed according to the empirical study of this research, which can be references for managers of tourist hotels to enhance the performance of customer relationship management.
-目錄-
第一章 緒論...1
第一節 研究背景與動機...3
第二節 研究問題...12
第三節 研究目的...12
第四節 研究範圍與對象...14
第五節 研究流程...15
第六節 論文內容...17
第七節 研究限制...18
第八節 章小結...18
第二章 文獻回顧與探討...20
第一節 國內之國際觀光旅館及觀光旅館之動態...20
第二節 領導風格理論...23
第三節 顧客關係管理...40
第四節 領導風格與顧客關係管理之關係...56
第五節 章小結...62
第三章 研究方法...64
第一節 研究架構...65
第二節 研究假設...66
第三節 研究變項...71
第四節 衡量工具...71
第五節 問卷預試...72
第六節 抽樣設計與實施程序...75
第七節 資料分析方法...76
第八節 章小結...78
第四章 研究結果與分析 79
第一節 問卷回收...81
第二節 因素分析結果...82
第三節 描述性統計結果...91
第四節 領導風格與顧客關係管理之相關分析...100
第五節 領導風格與顧客關係管理之迴歸分析...102
第六節 受測者基本資料與顧客關係管理差異性分析...106
第七節 個人基本資料與領導風格差異性分析...111
第八節 假設驗證...114
第九節 章小結...115
第五章 結論與建議 117
第一節 重要研究發現...118
第二節 研究討論與建議...121
第三節 後續研究之建議...122
第四節 結論...123
第五節 章小結...124
參考文獻...125
附錄-正式問卷...140

-表目錄-
表2-1-1 2005年~2007年台灣旅館住宿率...21
表2-1-2 台灣觀光旅館及觀光客人數統計表...22
表2-1-3 台灣地區觀光旅館家數及房間數統計表...23
表2-2-1 領導定義彙整表...24
表2-2-2 領導理論發展三階段表...27
表2-3-1 關係行銷之定義...42
表2-3-2 顧客關係管理定義之彙整表...45
表3-5-1 預試問卷回收情形...73
表3-5-2 各構面之預試信度分析...74
表4-1-1 問卷回收情形...81
表4-2-1 轉換型領導因素分析結果...83
表4-2-2 轉換型領導各構面之相關分析...84
表4-2-3 交易型領導因素分析結果...86
表4-2-4 交易型領導題項相關分析...87
表4-2-5 顧客關係管理因素分析結果...90
表4-3-1 基本資料之描述性統計...93
表4-3-2 轉換型領導之平均數與標準差...95
表4-3-3 交易型領導之平均數與標準差...97
表4-3-4 顧客關係管理之平均數與標準差...90
表4-4-1 領導風格與顧客關係管理之相關分析...101
表4-5-1 轉換型領導與顧客關係管理的四大構面之多元迴歸表...103
表4-5-2 交易型領導與顧客關係管理的四大構面之多元迴歸表...105
表4-6-1 基本資料與顧客關係管理四大構面之差異性分析...109
表4-6-1 基本資料與顧客關係管理四大構面之差異性分析(續)...110
表4-7-1 基本資料與領導風格之差異性分析...113
表4-7-1 基本資料與領導風格之差異性分析(續)...114
表4-8-1 假設驗證...114

-圖目錄-
圖1-1-1 領導風格與顧客關係管理之關係圖...10
圖1-5-1 研究流程...15
圖2-2-1 管理方格理論圖...29
圖2-3-1 CRM構面圖 ...50
圖3-1-1 轉換型領導、交易型領導對顧客關係管理四大構面之影響...66
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