The relationship among customer relationship management, relationship marketing and business performance: A study of hotel industry in Taiwan
碩士 === 國立勤益科技大學 === 企業管理系 === 97 === This study focused on hotel industry in Taiwan to explore the relationship among customer relationship management, relationship marketing, and business performance and also investigate the difference in strength of relationship paths between hotels and B&...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/62801604077071456854 |
| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 97 === This study focused on hotel industry in Taiwan to explore the relationship among customer relationship management, relationship marketing, and business performance and also investigate the difference in strength of relationship paths between hotels and B&Bs(Bed & Breakfast). The research questionnaire was administered to executives and general staff of the sales and management departments of hotels and B&Bs. A total of 560 valid responses were obtained. Difference analysis, correlation analysis, and structural equation modeling were conducted to test the correlations between dimensions and strength of each path.
Results showed that the effect of implementing customer relationship management and relationship marketing on business performance was significant for most hotels and B&Bs in Taiwan. However, the strength of some relationship paths varied by business models. This indicated that hotel types have some moderating effect.
It could be concluded from the results that hotels can enhance their online service and customer support to enhance the effect of relationship marketing to further boost their business performance. B&Bs should reinforce the supporting functions of marketing to enhance the effect of relationship marketing and improve customer relationships to enhance their business performance.
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