Empirical Study of Customer Relationship Management of Cruise Line Vacations--Corporate Perspective and Customer Perspective

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Project title

Code/計畫編號

MOST104-2410-H019-029

Translated Name/計畫中文名

郵輪業顧客關係管理之研究--企業觀點與顧客觀點

Project Coordinator/計畫主持人

Wen-Hung Wang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=11567661

Year

2015

Start date/計畫起

01-08-2015

Expected Completion/計畫迄

31-07-2016

Bugetid/研究經費

354千元

ResearchField/研究領域

交通運輸
管理科學

"本研究擬分兩年執行，第一年首先將以顧客觀點為基礎、郵輪乘客為研究對象，界定郵輪業關係行銷模式與郵輪乘客關係品質之關係。除了發展郵輪產業專屬之顧客關係管理衡量問卷，驗證三大關係結合策略與滿意度、信任、承諾與忠誠度等關係品質構面間之關聯以外，本計畫第一年的另一個工作重點將以填補「關係行銷模型」與「價值概念」相關研究之不足為重點。本研究嘗試結合「平衡計分卡財務構面與顧客構面關係連結」的概念，用以彌補原始關係行銷相關研究構面無法與企業財務構面連結之不足。本研究第二年的研究重點，擬以郵輪公司觀點為基礎、郵輪公司員工為研究對象，探討一對一行銷策略的四大構面之內涵，以及其與郵輪公司行銷績效表現間之關連。此外，除了構面的建立、問項的研擬以外，本研究將進一步驗證各相關構面之信、效度與代表性。總和兩年度的研究計畫，內容分別涵蓋顧客觀點（郵輪乘客）與企業觀點（郵輪業從業人員）顧客關係管理研究，盼以此前所未有的雙向研究，發展出最適用於郵輪產業發產專屬的顧客關係管理架構。""While the cruise industry having achieved high growth rates, it suffers from intense competitions. Based on the theoretical model built upon the renowned relationship marketing and one-to-one marketing, this study specifically examines the effects of customer relationship management campaigns on corporate financial performance of cruise companies. This study first defines and operationalizes three kinds of relationship effort and empirically validates their impacts on perceived relationship investment, customer satisfaction, trust, relationship commitment and behavioral loyalty of cruise line vacations consumers. Meanwhile, this study further links the customer perspective to financial performance perspective. Furthermore, this study defines and operationalizes four kinds of one-to-one marketing programs and empirically validates their impacts on marketing performance. This study has four objectives. 1. To propose a comprehensive framework examining the influence of relevant relationship bond strategy on the evaluation and purchase of cruise line vacations. 2. To summarize existing evidences of the behavioral sequences of managing customer relationship at the individual passenger’s level of cruise line vacations. 3. To offer a reconstructed conceptual model of the effects of cruise liners’ one-to-one tailor-made marketing campaigns on corporate marketing performance. 4. Finally, to synthesize customer relationship management strategy, and corporate marketing strategy from both customer perspective and corporate perspective of cruise line vacations, providing a more integral customer relationship management solution. Our findings have interesting implications for cruise line vacations practitioners, which is discussed in terms of customer relationship strategy and one-to-one customized marketing campaign for a cruise company. We also offer direction for future research on customer relationship management in particular and service evaluation in general. Finally, we explain how our corporate perspective framework can be applied to study the direct effects of one-to-one tailor-made marketing campaigns on corporate marketing performance."

Keyword(s)

郵輪
顧客關係管理
企業觀點
顧客觀點
Cruise Line Vacations
Customer Relationship Management
Corporate Perspective
Customer Perspective

DSpace CRIS

Empirical Study of Customer Relationship Management of Cruise Line Vacations--Corporate Perspective and Customer Perspective

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