Acceso usuarios
Yi-Chan Chung, Szu Ju Chen
Taiwanese consumers have been increasingly attaching importance to tourist activities due to the year-by-year growth of the Taiwanese tourism market and the rise of the national income. In recent years, the Government has actively assisted many unique manufacturing industries that possess rich historical and cultural connotations to develop and transform into a diversified tourist factory industry via innovative and differentiated theme designs. This research was conducted from March to April 2013 using 38 effective questionnaires through a questionnaire survey method. Statistical methods were used to analyse the relevant tourist industry market orientation, organisational learning, business strategy, customer relationship management (CRM) and operational performance. The research results indicate that the more the CRM activities performed, the more the positive effect on operating performance. The higher the extent of market orientation and organisational learning, the more significant the positive customer relationships. Thus, a tourist factory is able to promote CRM activities to achieve improved customer operating performance through market orientation, organisational learning, differentiated marketing and innovative differentiation strategy.
