顧客關係管理與體驗行銷對知覺價值之相關性研究-以外向性人格特質為干擾變數

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Title:	顧客關係管理與體驗行銷對知覺價值之相關性研究-以外向性人格特質為干擾變數
Authors:	陳郁涵
Contributors:	國際企業管理學系
Keywords:	顧客關係管理體驗行銷知覺價值外向性人格特質民宿
Date:	2010
Issue Date:	2011-10-27 15:23:28 (UTC+8)
Abstract:	顧客關係管理與體驗行銷對於知覺價值之間的關係，是否會因為加入消費者的人格特質後進而影響之間的關係，因此本研究的目的為探討顧客關係管理與體驗行銷對知覺價值之間的關係，並研究加入外向性人格特質後之干擾效果。本研究資料蒐集之方法以有民宿經驗的消費者為發放對象，共發放問卷380份，得到有效問卷340份。本研究採用敘述性統計分析、Cronbach α信度分析、效度分析、皮爾森相關分析、階層迴歸分析等統計方法進行資料分析與驗證。研究結果發現：一、民宿業的顧客關係管理與體驗行銷分別對消費者的知覺價值產生正向影響。二、消費者的外向性人格特質會干擾其顧客關係管理與體驗行銷分別對知覺價值之間的關係。此研究結果可以提供未來後續的研究及企業實務之參考。 Customer relationship management and experiential marketing for the relationship between perceived value, whether due to join after the consumer's personality and thus affect the relationship between the purpose of this study is to explore customer relationship management and marketing on the perceived value of experience the relationship between personality traits extraversion and exploring the post-interference effect. In this study, the method of data collection to a Home-stay experience of consumers were issued, a total of 380 questionnaires, 340 valid questionnaires were received. In this study, descriptive statistical analysis, Cronbach α reliability analysis, validity analysis, Pearson correlation analysis, hierarchical regression analysis and other statistical methods for data analysis and validation. The results showed: 1.home-stay industry, customer relationship management and marketing experience, perceived value to consumers, respectively, have positive effects. 2.Consumers extraversion personality trait can interfere with its customer relationship management and marketing experience, respectively, the relationship between perceived value. The results of this study can provide follow-up studies and future business practices in Taiwan.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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