A Study of Customer Relationship Management Activity to Enhance Customer Satisfaction - Swimming pool as an Object.

ASIAIR > College of Management > Department of Leisure and Recreation Management > Theses & dissertations > Item 310904400/11515

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/11515

Title:	A Study of Customer Relationship Management Activity to Enhance Customer Satisfaction - Swimming pool as an Object.
Authors:	Shie Kuen Ming
Contributors:	Department of Leisure and Recreation Management
Keywords:	Swimming pools;Customer Relationship Management;Service quality;Relationship marketing
Date:	2011
Issue Date:	2011-09-30 01:01:37 (UTC+0)
Publisher:	Asia University
Abstract:	In recent years, scholars have invested in domestic leisure industry research area, with industrial development and constant upgrading of the national income, public attitudes and habits for consumption are also affected.Customer relationship management is a strategy, it focuses on understanding the customer needs, and in accordance with customer demand to build and maintain customer loyalty and satisfaction. Customer relationship management can help resolve competing customers is how to define the industry, individual swimming pool in the minds of consumers to understand the image and positioning, showing the relative competitive situation between the swimming pool, and its analysis can also assist with the swimming pool industry and market competition in their own resources for different customer groups, offering different benefits or added value, timely adjustment and development of future business strategy. We start used questionnaire in our study in January 26, 2011 until March 05, 2011. After that, we got 350 responses, but we only got 300 collected responses, effective response rate of about 85.7%. The results show that came to swimming pool customers to feel good customer relationship management activities, will positively impact customer satisfaction on the swimming pool. Quality of the service, if so the pool and its customers have a positive feeling satisfied, will enhance customer satisfaction and loyalty to the swimming pool. Conversely, if the pool has negative customer service quality, customer satisfaction is the swimming pool will be reduced.
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

Files in This Item:

File	Size	Format
	0Kb	Unknown	574	View/Open

Loading...