休閒農業為現代人提供了休閒的好去處，但它仍屬於事業之一種，必須有獲利才能生存。近年來許多不同產業因應用顧客關係管理(Customer Relationship Management, CRM)而大幅提昇經營者的利益。本研究嘗試將顧客關係管理之理念導入休閒農場之經營，藉由使農場業者於建造、整修及進行行銷活動時，能集中於遊客們重視的顧客關係管理因素，則可節省農場經營成本亦獲得遊客較高的滿意度及忠誠度，來達到顧客關係的維持，進而使顧客價值最大化並達到經營獲利的目的。研究目的有三：（一）獲得遊客對農場各項顧客關係管理因素之重視度、滿意度及忠誠度。（二）探索顧客關係管理指標、滿意度與忠誠度之關聯。（三）提出針對休閒農場之實務經營建議。
本研究以台灣休閒農業學會評鑑之宜蘭縣優良休閒農場及Google搜尋網站之網頁資訊選擇北關休閒農場、頭城休閒農場及香格里拉休閒農場為本研究之抽樣範圍。問卷共回收521份，有效問卷456份，問卷資料分析採敘述性統計及推論性統計，其中推論性統計包含信度分析、因素分析、卡方檢定、單因子變異數分析及皮爾森(Pearson)相關分析等。研究結果獲致以下結論並驗證本研究假說：
（一）休閒農場仍有極大的發展潛力-遊客類型以青壯年的中產白領階級為主，遊客重遊率亦僅兩成左右。
（二）遊客對農場顧客關係管理因素有不同重視程度-遊客對農場設施的安全性、環境整潔舒適衛生、服務人員的服務態度、優美的自然景觀及服務人員解決問題的效率與能力等五項因素最為重視。
（三）遊客特性影響滿意度及忠誠度-遊客在「服務與安全」構面獲得最高的滿意度，對農場的忠誠度呈現「態度忠誠」高於「行為忠誠」的現象。大部分所得、教育程度較低的遊客與旅遊停留時間較長、花費較高的遊客有較高的滿意度與忠誠度。
（四）顧客關係管理指標優於分項滿意度、整體滿意度之評估-經由相關性分析獲致與忠誠度間的相關性間，顧客關係管理指標高於整體滿意度，代表顧客關係管理指標比整體滿意度更具代表性意義。
根據本研究成果，對休閒農場經營策略提出以下建議：
（一）提昇「服務與安全」構面滿意度。
（二）參與「策略聯盟」。
（三）依遊客對顧客關係管理因素的重視度，調整經營決策與努力方向。
（四）培養顧客關係與有效知識管理。
（五）增加不同的創意行銷方式。
（六）創造特色休閒農場。
（七）設計多元化的活動，提供客製化服務。 / Recreation agriculture has offered a good relaxing place for the modern, as it is a kind of business; its survival relies heavily on the profit it can make. In recent years there are various industries using the theory of Customer Relation Management (CRM) significantly improve the gains for the owners. The intention of this research is to apply the theory of CRM for the management of the leisure farms.
By concentrating on the tourists valued CRM factors during the construction, renovation and conduct marketing activities, the farm industry will not only save the operating cost of the farm and obtain higher satisfaction and loyalty from the tourists as well, but also keep a good relationship with the customers. More over it will maximize the value of customers and achieve the goal of making operation profit.
The three main purposes of the research are: (1) obtaining the valuation, satisfaction and loyalty of the farm tourists to each and every CRM factor, (2) exploring the relationship between the management index, satisfaction and loyalty of CRM, (3) submitting a practical and feasible suggestion to the owner for operating the leisure farms.
Based on the evaluation on the quality of the leisure farms in Yilan County conducted by Taiwan Leisure Agriculture Association and the information shown in the webpage of Google search engine, this research chooses Pei-Kuan、Toucheng and Shangrila leisure farms as the samples. A total of 521 questionnaires were recovered, 456 recovered questionnaires are valid and were analyzed by descriptive and inferential statistics. The inferential statistics include reliability analysis, factor analysis, chi-square test, one-way ANOVA and Pearson Correlative analysis.
The results of this research led to the following conclusions and verify the hypotheses:
1.Leisure farms still have great potential for development – the majority of tourists are white-collar middle class young people, the tourists revisiting rate is only around 20% at present time.
2.Tourists have different emphasis on CRM factors- the tourists are much concerned on the five factors as below: (1) the safety of facilities, (2) the clean and comfortable environment, (3) the attitude of attendants, (4) the beautiful natural scenery, and (5) the efficiency and capability of solving problems of attendants of farm.
3.The personal character of tourist will influence the satisfaction and loyalty - the "service and security" dimension gains the highest satisfaction of tourists, the loyalty to the farms shows that "attitude of loyalty" is higher than " behavior of loyalty". Most tourists of lower income and education have higher satisfaction and loyalty than the tourists who have longer stay and more expenditure.
4.The assessment for that CRM index is superior to the itemized satisfaction and overall satisfaction – According to the Pearson Related analysis for the loyalties, the CRM index has higher correlation than the overall satisfaction, and it means that the CRM index has more representative significance than the overall satisfaction.
Based on the results of this research, the following tactics are submitted for the management of the leisure farms:
1.To improve the satisfaction of "service and security".
2.To participate in "strategic alliance."
3.To adjust the strategy and direction of the operation in accordance with the comments on CRM factors collected from the tourists.
4.To make a good relationship with customers and have an effective knowledge management.
5.Adopting various ways to create market.
6.Creating a leisure farm with specialized characteristics.
7.Providing customized services with various activities.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0929230221 |
| Creators | 林怡君, Lin, Yi-Chun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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