The Relationship among Customer Relationship Management, Relationship Quality, and Customer Life time Value- A Study Based on Customer's Viewpoint.
| Autor: | Pei-Chi Li, 李珮齊 |
|---|---|
| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 In the customer-oriented era, customers dominate the future of a company. Therefore, customer relationship is an important intangible asset. A company has to understand the real needs of customers so as to effectively catch business opportunities. In the hotel industry, service providers have a direct and close relationship with customers. It is especially necessary for them to maintain customer loyalty through customer relationship management. This paper focuses on the hotel industry to investigate the effect of customer relationship management on relationship quality, i.e. to find out if customer relationship management has significant effect on customer satisfaction, loyalty, and commitment. In addition, it also examines whether relationship quality affects customer lifetime value, i.e. whether customer utilization, loyalty, word-of-mouth, and purchase intention can be enhanced with the increase of relationship quality. In this study, Multivariate Analysis of Variance (MANOVA) is used to investigate if significant differences exist in the relationship among Customer Relationship Management, Relationship Quality and Customer Lifetime Value from different preference groups on hotel type. Meanwhile, Linear Structure Equation Model (SEM) is used to analysis the relationship and strength among Customer Relationship Management, Relationship Quality, and Customer Lifetime Value. This study was focused on the industry of hotels and B&B inns, so questionnaires were administered to consumers who have stayed in hotels or B&B inns in Taiwan. A total of 688 valid responses were collected and analyzed. Result showed: (1) There are significant differences in the perception of customer relationship management actions, satisfaction, trust, commitment, utilization, loyalty, and purchase intention among consumers with different preferences on hotel type, indicating that hotel type is an effective segmentation variable. (2) Significant and positive relationship exists on the views of the effects of Customer Relationship Management and Relationship Quality on Customer Lifetime Value from consumer groups of different preferences on hotel type. (3) It was found from linear Structure Equation Model that the action of Customer Relationship Management has positive influence on Relationship Quality, and Relationship Quality has positive effect on Customer Lifetime Value. (4) Consumer groups of different preferences on hotel type have partial interference effect on the relationship among the action of Customer Relationship Management, Relationship Quality and Customer Lifetime Value, that is, groups of different preferences on hotel type show significant difference on the strength of partial relationship path. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|