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研究生:林幸玲
研究生(外文):Shin-Lin Lin
論文名稱:企業客戶評估會員酬賓計劃方案因素之研究
論文名稱(外文):A Study on the Evaluation Factors of Frequent Flyer Program
指導教授:邱奕嘉邱奕嘉引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:高階經理人碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
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:50
中文關鍵詞:會員酬賓計劃顧客關係管理
外文關鍵詞:Frequent flyer programCustomer Relationship Management
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隨著高油價時代的來臨,企業成本隨之提高,直接侵蝕航空業者的獲利空間。為因應此一嚴峻的經營挑戰,多數業者開始調整其營運策略,並以滿足高附加價值的顧客,提升與強化收益為最重要的策略。目前各航空公司所採取的顧客關係行銷中,較普遍的即是會員酬賓計劃。本研究即以會員酬賓計劃為主要研究焦點,並以多準則決策法,探討其對航空公司顧客關係管理之影響。
本研究所選定的公司,歷史悠久,發展歷程可視為過去半世紀台灣航空產業發展之縮影,故選擇該公司為主要研究個案,具有一定之代表性。具體而言,本研究之研究內容如下:
ㄧ、比較不同會員酬賓計劃優惠方案對企業用戶之影響;
二、影響企業客戶選擇航空公司之決策;
三、研究影響企業客戶選擇航空公司各構面的因子。
本研究分析會員酬賓計劃方案之推動與具體作法之可能利弊影響,進而提出參考建議,其研究結果可提供台灣航空業在規劃顧客關係行銷之重要參考。
The increasing price of fuel is impacting the whole world today especially the airlines business, in order to capture the business opportunities, customer satisfaction is a key issue for every company, wishing to increase the value of customer assets and create a better business performance. The more satisfied a customer is, the more loyal they will be. We should consider how to build, develope and satisfy the needs of customers, and continuously maintain the highly loyalty relationship with customers. We also should consider how to enforce our inner and outer systems on service quality, in order to enhance the integrated satisfaction to customers, for keeping up our customer loyalty. Frequent flyer program is one of the important strategies for business survival and development, to keep up our customer repurchase and recommend other companies to be customer, it can create more profits for mutually.
This study is expected to achieve the goals of research as followings, it will explore:
1.The influence of the different FFP on business customers
2.The influence of the structures on passengers’ decision
3.The influence of the factors on customer decision
In this study, with the empirical investigation of Taiwan national airlines which the
sampling base from the members of different airlines with different programs. In order to understand the customers expectations and perceptions in choosing of the airlines. It would also equip the airlines in a better position to fulfill the customer requirements. And finally it will lead to the best marketing strategy planning.
中文摘要 IV
ABSTRACT V
目錄 VI
表目錄 VIII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 1
第三節 研究目的 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 創造「會員式」的關係 4
第二節 價格調整策略、產品組合策略與行銷通路 4
第三節 顧客關係管理與顧客關係結合策略 5
第三章 產業分析及個案公司介紹 8
第一節 國籍航空公司發展概況及個案公司介紹 8
第二節 國際航空策略聯盟之型態 8
第三節 國內航空會員酬賓計劃之型態 9
第四章 研究方法 11
第一節 層級分析法 11
第二節 TOPSIS排序法 14
第五章 實證結果與分析 17
第一節 優惠方案架構問卷設計 17
第二節 階層式分析法問卷調查與分析結果 18
第三節 TOPSIS方案排序分析 24
第六章 結論與建議 29
第一節 研究結論 29
第二節 研究建議 29
第三節 研究限制 30
參考文獻 31
附錄
ㄧ、中文文獻
鄧振源,曾國雄,民78,「層級分析法(AHP)的內涵特性與應用(上)」,中國統計學報,第二十七卷第六期,13707-13724頁
鄧振源,曾國雄,民78,「層級分析法(AHP)的內涵特性與應用(下)」中國統計學報,第二十七卷第七期,13767-13870頁
張有恆、蔡欽同,民82,「模糊理論應用於公車系統營運服務績效評估之研究」, 運輸計劃季刊,第二十二卷第一期,79-104頁
曾國雄,李穗玲,民84,「路線方案評選多目標決策之應用—以桃園都會區捷運路網選線為例」,第二十四卷第三期,299-322頁
游恩郎,民84年,「模糊化乘法型階層分析法的研究」,東海大學工業工程研究所未出版碩士論文
蕭正平,民89,顧客關係行銷的發展與實務。
賴昭伶,民89,航空客運業者關係行銷與行銷績效相關之研究。
侯明佑,民92,客服中心運用於顧客關係管理、關係行銷及服務品質之實證研究-以B銀行企業金融部門為例。
盧世銘,民93,資料採礦技術之商業應用研究-以航空公司會員系統為例。
許季秦,民93,關係行銷、服務品質與關係品質之關聯性研究---以資訊教育業為例。
賴錫昭,民93,關係行銷在服務失誤與服務補救上對顧客滿意影響之研究以H航空業為例。
李美玉,民93,專案經理人的特質對顧客關係行銷、服務品質認知之影響研究。
蔡晟權,民96,顧客行銷對顧客滿意度及忠誠度之影響
楊玄榆 ,民94,品牌形象、行銷組合、服務品質對顧客滿意度的影響
陳淑芳,民94,顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究-以銀行業為例。
陳美惠 ,民94,滿意度、信任、關係價值與承諾之關聯性研究-以旅行社通路成員為例
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