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

ASIA unversity > 管理學院 > 休閒與遊憩管理學系 > 博碩士論文 > Item 310904400/11515

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题名:	A Study of Customer Relationship Management Activity to Enhance Customer Satisfaction - Swimming pool as an Object.
作者:	Shie Kuen Ming
贡献者:	Department of Leisure and Recreation Management
关键词:	Swimming pools;Customer Relationship Management;Service quality;Relationship marketing
日期:	2011
上传时间:	2011-09-30 01:01:37 (UTC+0)
出版者:	Asia University
摘要:	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.
显示于类别:	[休閒與遊憩管理學系] 博碩士論文

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