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研究生:林侑壯
研究生(外文):You-Jhuang Lin
論文名稱:餐飲業線上顧客關係管理之研究
論文名稱(外文):Study of Online Customer Relationship Management in Food Service Industry
指導教授:羅淑芳羅淑芳引用關係
學位類別:碩士
校院名稱:台南應用科技大學
系所名稱:國際企業經營系碩士班
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:2014
畢業學年度:102
語文別:中文
論文頁數:53
中文關鍵詞:顧客關係管理關係行銷顧客價值品牌態度
外文關鍵詞:Customer relationship managementRelationship marketingCustomer valueBrand attitude
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現有網路行銷及公司經營網站的方式及內容是否確能增加與顧客關係,並達到增進銷售的目的,以及中小型實體商店要如何透過在粉絲團或網頁與顧客互動,產生創造口碑及集聚人氣效果,則是本研究的動機。
本研究選取適用的顧客關係管理模式,以Kalakota & Robinson(1999)顧客關係管理模式為本,運用內容分析法分析Apple、Samsung、東京著衣、博客來企業網站內容是否與Kalakota & Robinson(1999)的模式相符,再分析大型餐飲業線上顧客關係管理內容,研究對象有王品集團、Starbucks、肯德基、麥當勞企業網站可達到顧客關係獲取、強化與維持三個階段的做法。最後本研究依顧客生命週期這三階段架構,以單一實體店面的義大利餐廳為例,發展出可行且有效的顧客關係管理執行內容。
本研究在線上顧客關係獲取內容包括:常舉辦活動如網頁小遊戲,或拍攝新產品影音影片上傳,配合活動收集顧客資料,與提供便利的訂位服務來獲取新顧客。
線上顧客關係強化內容包括:依顧客偏好來差別行銷與有效運用交叉銷售及主動銷售,如E-MAIL的方式寄產品促銷資訊等,讓每次的互動創造價值。
線上顧客關係維持內容包括:了解顧客心聲,以及加強對會員的專屬服務,並有效察覺顧客的需求加以滿足,將原本短期顧客關係發展至長久且具獲利性的顧客關係,並藉由長期顧客協助去發展與新顧客的關係行銷方案。
線上關係行銷的發展,主要輔助實體店家能在不花大量費用情況下與顧客獲取、維持及增進關係,維繫與舊客戶關係及獲取新客戶,在實體與網路的加強之下,轉型為服務導向經營,強調和個別顧客發展長期互惠的聯絡網路,並加強與持續維護提升雙方關係,從中塑造顧客的忠誠度和獲取顧客終身價值。


The objective of this research is to study how small businesses build relationship with their customers to gain trust before the sales is actually made. How effective are those tactics such as fan group or blogs? Could they truly enhance sales?
This study acquire, enhance, and retain customer relationship to analyze content analysis then apply the strategies to an Italian restaurant.
The on-line activities used by the restaurant are playing games on web site, displaying video, providing convenient table reservation system to acquire customers’ data.
In order to strengthen on-line customer interactive value with customers, the restaurant uses customer preference difference to actively sending emails of promotional information.
In terms of customer retention, the on-line activities include membership of exclusive services and personalized customer services to develop long-term relationships.
On-line customer relationship marketing has greatly improved physical business to acquire, enhance and retain customers without much monetary spending. Businesses can benefit from both physical and virtue operations, to build customer value and strengthen brand attitude.


摘要 I
Abstract II
表目錄 IV
圖目錄 V
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究問題 2
第貳章 文獻研究 3
第一節 顧客關係管理 3
第二節 顧客價值 13
第三節 品牌態度 15
第四節 線上顧客關係管理 17
第參章 研究方法 29
第一節 內容分析法 29
第二節 研究步驟 29
第三節 企業網站顧客關係管理內容分析 30
第四節 餐飲業網站顧客關係管理內容分析 31
第肆章 研究結果 33
第伍章 結論 46
第一節 結論 46
第二節 研究貢獻 47
第三節 研究限制 48
第四節 未來研究建議 48
參考文獻 49



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