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Title:	顧客價值主張與用戶關係建立 - 以微光會館為例 Customer Relationship Value and Maintenance - The Case of Lucent Resort
Authors:	鄭卉伶 Cheng, Hui-Ling
Contributors:	巫立宇 Wu, Lei-Yu 鄭卉伶 Cheng, Hui-Ling
Keywords:	舊用戶主張策略行銷4C分析旅宿產業用戶體驗 User advocacy 4C framework of strategic Marketing Analysis Accommodation User experience
Date:	2022
Issue Date:	2022-12-02 15:22:24 (UTC+8)
Abstract:	台灣國人喜愛出國旅遊國際聞名，根據萬事達卡公布的2022年最新調查指出，2019 年國人出國旅遊創下歷史新高，達到 1,710.1 萬人次，排名全球第 10，調查顯示平均三人就有一人出國。因為新冠肺炎的疫情下，國人無法自由出國旅行，讓許多旅人悶久，轉戰國內旅遊。於交通部觀光局網站調查顯示，雖然 2020 年國人國內旅遊比率為 88.4%，較 2019 年減少 2.7%，平均每人國內旅遊降為 6.7 次，亦減 1.3 次，為 2020 年來新低。卻因為出不了國，總體國人國內旅遊支出方面，較 2019 年提高 1.8%，使2020年每人每次平均旅遊支出年增 4.9%。面對近期劇變的環境，國旅熱度明顯增溫，改變國人旅遊習性，興起一種與人群保持距離，走入大自然與健康旅遊型態。迎來許多新舊用戶需求增加，遠離都市與人群，在當地特色文化中享受自然美景的樂趣。除了把焦點放在拓展新市場，尋找新客群外，維繫舊有用戶，創造用戶對品牌的忠誠度，使其成為企業的天使用戶。旅客所追求的不僅是有形的商品與無形的服務，包括參與其中獨一無二的體驗感受，旅宿業必須創造更多的獨特體驗與品牌形象來吸引旅客。藉此機會，企業應該如何建立顧客管理關係，從發掘潛在用戶、實際服務到售後的用戶關係維繫。實質找出天使用戶，提高顧客黏著度，讓行銷更有發展性。「哈佛商業評論」的研究發現，MBNA （成立於 1982 年，是美國銀行旗下的全資子公司，總部位於特拉華州威爾明頓）從以前每年流失 5% 的用戶，聽起來不是一個多大的流失，卻導致 25% 的巨大營業損失，8 年間 MBNA 著重於舊有用戶，並成為整個市場最低負評的公司，整整讓公司從排名 38 提升至第四名。最後階段，讓舊有用戶做到倡導，達到推廣至其他新用戶，進而獲得更有利的價值，理所當然的讓銷售流程變得更輕鬆。讓用戶在購買產品時，往往在腦海已經做出決定，容易購買下單。企業不光是採用大量資金與時間來開發更新穎、更吸睛的產品服務，吸引用戶上門選購。如何保留舊有用戶，提供更優良的服務，將成為每一間企業會面臨的營業挑戰。因此，面對新用戶從最初的認知、訴求、詢問的路徑開始切入，如有新用戶在詢問的階段中，有提升對於品牌的好感度，進而會往下一個行動階段進行購買。在前兩個階段過程中是用戶最容易受影響，企業需要在前兩個階段中，盡可能提升用戶對品牌的好感度。模糊的企業品牌形象會影響旅客對產品與服務的信任度，而用戶的滿意度與顧客忠誠度，也將顯著的影響用戶消費的態度與行為。旅宿業給予用戶的不只是金錢交換的產品與服務，而是在體驗價值探討美感與趣味性的價值感受。 The Taiwanese were famous known for traveling abroad, according to the latest survey released by Mastercard, the number of Taiwanese people travel abroad had hit a record high of 17.101 million in 2019 and ranked 10th in the world for 2019. Based on the survey shows the average of one in three Taiwanese people will go abroad. At the era of major pandemic, governments worldwide try to prevent the disease from entering their territories by limiting international travels.Taiwanese people are unable to travel abroad freely, making many travelers bored for a long time and turning to domestic tourism. According to the Tourism Bureau of the Ministry of Communications survey, the domestic travel rate of Taiwanese people was 88.4% in 2020 despite a decrease of 2.7% compared with 2019. However the average domestic tourism per person dropped to 6.7 times, a new low number in 2020, which had decrease 1.3 times. Because of the inability to go abroad, the overall domestic tourism expenditure of Taiwanese people increased by 1.8% compared with 2019, making the average tourism expenditure per person per trip increase by 4.9% annually in 2020. In the face of the recent drastic changes in the environment, people had change their travel habits to develop a gateway of keeping a distance from the crowd and emerging into nature become a healthy life cycle. Since the domestic tour had increased significantly, people are tend to ask for more demand on the accommodation and food service activities. Looking for the place to stay away from the city and enjoying the local culture with the natural beauty. In addition to concentrating on enlarge the new markets and looking for the new target audience, maintaining old users to cultivate customer loyalty. Build a brand community a loyal community of followers will do a lot of the work for you. What travelers pursue is not only tangible goods and intangible services, but also the unique experience of participating in them. The accommodation and food service activities must create more unique experiences and brand images to attract travelers. Enterprises should learn how to management customers relationships and keep your already satisfied customers happy is by recognizing their needs before they even realize what they are. Brand loyalty is defined as the tendency of customers to choose the same brands instead of the competition for a prolonged period. If you’re not convinced that retaining customers is so valuable, consider research done by Frederick Reichheld of Bain & Company (founded in 1982, one of the Bank of America subsidiary that headquartered in Wilmington, Delaware) that shows increasing customer retention rates by 5% increases profits by 25% to 95%. In order to succeed in the market, the enterprises need to turn their faithful users into advocates. Brand advocates are people who feel so positively about a brand that they want to recommend it to others. Users advocates pass on positive word of mouth messages about the brand to other people, which helps the new customers truly believe in the product and service of the brand before even purchasing. Advocates can be a key part of growing enterprise customers base.Companies not only invest much capital and time into develop newer eye catching product and service, More specifically, how to retain the customers in the brand and provide a better product and service are the key issue that every company are facing. If a new customer has curious about the brand during the inquiry stage, they will then make purchases in the next action stage. Therefore, company should starting from the initial path of cognition, appeal, and inquiry During the first two stages, costumers are the most susceptible to be affected. Companies should improve their brand preference to the costumers in the first two stages. Customers satisfaction and trust to the products and services will affect by the vague company brand image, which will also affect customers attitudes and behaviors on purchasing the product and service. The accommodation and food service activities not only provide product and service, but strives for a great experiencing to encourage customers to be more loyal and share their experience with friends.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 109932008
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109932008
Data Type:	thesis
DOI:	10.6814/NCCU202201708
Appears in Collections:	[Executive Master of Business Administration] Theses

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