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題名 | 關係類型與動態CRM管理--以國內旅遊網站為例=Relationship Patterns and Dynamic Customer Relationship Management-- A Case Study of Domestic Travel Websites |
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作者 | 鄭聖時; Cheng, Sheng-shyr; |
期刊 | 關係管理研究 |
出版日期 | 20070600 |
卷期 | 5 2007.06[民96.06] |
頁次 | 頁69-86 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 關係類型; 動態顧客關係管理; 旅遊網站; 整體滿意; 信任; 關係承諾; Relationship patterns; Dynamic customer relation management; Travel website; Overall satisfaction; Trust; Relationship commitment; |
中文摘要 | 關係行銷強調企業必需強化與顧客間的關係,進而將顧客轉換為忠誠的客戶。本研究延伸Garbarino & Johnson (1999)與Lemon, Barnet White & Winer (2002)的研究,探討滿意、信任與關係承諾三個構面,有無可能隨著關係類型的差異,各自在動態的顧客關係管理架構扮演著不同的角色?本研究的實證分析架構源自於McFadden的隨機效用函數模型,同時沿用效果良好的顧客關係管理量表,衡量關係變數與行為變數,及利用觀光局網頁的連結,進行為期一個月的網路問卷調查,回收457份有效問卷,以了解旅遊網站的消費者與網路業者的關係型態差異,是否對於後續成為忠誠客戶有著不同的影響,進而從事有效的市場區隔與設計出適合的顧客關係管理。二元Logistic迴歸分析結果顯示:(1)本研究提出的以信任、關係承諾與過去有效使用為架構的動態顧客關係模型,比Lemon, Barnett White, & Winer (2002)的模型更能說明樣本的旅遊消費行為,值得後續動態顧客關係管理理論研究的參考;(2)實證結果不全支持Garbarino & Johnson (1999)的論點,因為不論何種關係類型的樣本,t期整體滿意度都與(t+1)期選擇留下的決定有正向相關,t期關係承諾與(t+1)期選擇留下決定有正向相關的假設,獲得高度交易關係顧客樣本(成為旅遊網站會員一年以上)的支持;(3)信任與關係承諾係屬不同的概念;(4)只有高度交易關係的顧客樣本支持Lemon, Barnett White, & Winer (2002)提出的動態顧客關係管理模型;(5)本研究另外發現,若消費者年紀小於25歲,年收入30萬以上者,繼續成為網站忠誠客戶的意願增加。 |
英文摘要 | Relationship marketing emphasizes that enterprises should strengthen their relationsihps with customers and then transform the customers into loyal clients. This research extends Garbarino & Johnson (1999) and Lemon, Barnett White & Winer (2002) research and investigates whether overall satisfaction, trust and relationship commitment along with past effective usage would change their roles in a dynamic CRM framework as the patterns of relationship changes. The theoretical dynamic CRM framework is tested by two empirical models which stem from the Random Utility model of McFadden. The sample size of this study is 457, after one month collection through an internet questionnaire which aims to understnad the behavioral of travel websites customers. The results of binary Logistic regressions show: (1) The dynamic CRM framework proposed by this study performs better than that of Lemon, Barnet White, & Winer (2002); (2) Empirical findings do not fully support Garbarino & Johnson's (1999) arguments in that overall satisfaction at time t is positively related to retention at time t+1 for two different relationship customers. The hypothesis that commitment at time t is positively related to retention at time t+1 is supported by high relationship customers; (3) Trust and relationship commitment are two distinct concepts; (4) Only high relationship customers support the dynamic CRM model proposed by Lemon, Barnett White, & Winer (2002); (5) Consumers whose ages are smaller than 25 years old, annual income are more than 300,000 NT dollars will increase the probabilities of continuing becoming websites' loyal clients. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。