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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/2760

    Title: The Feasibility Study of Customer Relationship Management Outsourcing in Hotel Industry
    Authors: Liu Chia-Yin
    Contributors: Department of Leisure and Recreation Management
    Keywords: Hotel;CRM;Outsourcing
    Date: 2005
    Issue Date: 2009-11-16 16:06:06 (UTC+8)
    Publisher: Asia University
    Abstract: By far, most hotels face lots of problems, including the shortage of human resources, uncertainty of customer base, and low re-occupancy etc. To solve the problem of human resources, it is not affordable to consult IT professionals.
    Nowadays, hotels still be used the Customer Relationship Management (CRM) system to construct the customer databases. If these databases were utilized, the e-commerce and customer relationship management can be facilitated at the meantime. However, most hotels are not capable of developing marketing mix to their customers from the databases. Therefore, hotels can be focused on their core products and services by outsourcing the business of customer relationship management. To summarize, the main purpose of this project is to understand the usage of CRM and to discuss the factors that affect outsourcing, and then to find out the different needs of CRM and what form these needs.
    From the research, we find the follwing important factors which will affect the willingness of outsourcing CRM: (1) Customer re-occupancy. (2) The position of respondents. (3) The location of the hotel. (4) The type of the hotel. (5) The room number of the hotel. (6) The average number of the bed per room. (7) Enterprise culture of a contractor. (8) The average price per room in the hotel.
    By K-means analysis, we segment differently three groups whose needs to adopt outsourcing. The first group is focused on loyalty rather than on marketing and on development of customers. The second one ignores loyalty, marketing and development of customers. The last one is focused on loyalty as well as on marketing and development of customers. The result of this research might be helpful in the future when hotels are in need to adopt the outsourcing of CRM.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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