旅館業顧客知識管理策略之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/52644

Title:	旅館業顧客知識管理策略之研究 An Exploratory Study on the Strategy of Customer Knowledge Management in Hotel Industry
Authors:	尹人慧
Contributors:	觀光休閒事業管理研究所
Keywords:	顧客知識管理 Customer Knowledge Management
Date:	2007
Issue Date:	2023-07-04 09:04:38 (UTC+8)
Abstract:	在知識經濟的時代，以顧客為導向的市場趨勢下，企業如何取得與運用由顧客而來的知識與經驗作為決策制定之依據，乃成為近年來受到重視的議題。本研究旨在探討顧客知識管理於以「人的服務」為核心的旅館業，在顧客知識之取得策略、顧客知識分享移轉之策略、以及顧客知識實施運用之策略等三個方面的實行現況，做探索性之研究。本研究以質化研究之個案研究法為主，選擇三家重視顧客知識與經驗運用之國際觀光連鎖飯店，針對個案公司之現場營業單位主管，以深度訪談法蒐集資料；以內容分析法的方式進行資料分析、歸納、整理，及提出結論與建議。研究結果顯示，受訪旅館在顧客知識取得之策略方面，主要是以對話方式取得顧客知識，所使用的顧客知識多為軟體服務方面的意見。在顧客知識分享與移轉之策略方面，受訪旅館以內部網路、交接班時口頭傳遞、書面記錄以及經由部門會議等，做為內部員工在顧客知識分享與移轉的方式；資訊部門與各部門的互動以硬體維護為主，部門間各自對所需的資料做收集與分析；高階經理人是以身作則的方式帶動員工與顧客互動的文化；並未特別針對顧客知識管理，設計評量機制來激勵員工。在顧客知識實施與應用之策略方面，則以高階主管的支持、顧客的認同以及具備功能強大的資訊支援系統，為顧客知識管理成功的關鍵因素。 In the era of knowledge economy and the market trend of customer-oriented, how the enterprise acquire and apply the knowledge and experiences from its customers as the basis of decision making has become a valuing issue in recent years. The main purpose of the study is to confer to the current practice in three aspects such as the strategy the hotels that set their core on customer knowledge management and “serving people” to acquire customer knowledge, the strategy of customer knowledge sharing and transferring and the strategy of customer knowledge implementing and applying to make an exploratory study. The study adopts qualitative research methods by selecting three international chained hotels that emphasize on customer knowledge and experiences applications as the objects of interview aiming at the advanced supervisors of the case agency to collect information by in-depth interview, conclude and finally bring up the conclusion and suggestions by the content analysis method. The result of study indicates that on the strategy of the case hotel’s acquiring and developing customer knowledge, the enterprise has gained customer knowledge mainly by conversation and the customer knowledge they use is all the opinions in service. On the strategy of customer knowledge sharing and transferring, the interviewed hotel applies the internal network, oral pass when shifting, written records and through department meetings as the ways the internal employees apply in customer knowledge sharing and transferring; the interaction between the Information Technology department and each department mainly applies hardware maintenance; each department makes their own collection and analysis on required information; high-level manager applies the way of leading by personal example to promote the culture of interaction between the employees and the customers ；and not particularly in object to manage customer knowledge management or design a measurement system to stimulate the employees. On the strategy of implementing and applying customer knowledge, the support of high-level supervisors, the recognition by the customers, and the information support system with powerful functions have then become the key factors to the success of customer knowledge management.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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