A study on the relationships among customer relationship management and experiential marketing to perceived value- extraversion personality traits as a moderating variable

• Main Authors: Chen,Yu Han, 陳郁涵
• Other Authors: Hung,Shih Hsiung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/12209443445143564289

碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === Customer relationship management and experiential marketing for the relationship between perceived value, whether due to join after the consumer's personality and thus affect the relationship between the purpose of this study is to explore customer relationship management and marketing on the perceived value of experience the relationship between personality traits extraversion and exploring the post-interference effect. In this study, the method of data collection to a Home-stay experience of consumers were issued, a total of 380 questionnaires, 340 valid questionnaires were received. In this study, descriptive statistical analysis, Cronbach α reliability analysis, validity analysis, Pearson correlation analysis, hierarchical regression analysis and other statistical methods for data analysis and validation. The results showed: 1.home-stay industry, customer relationship management and marketing experience, perceived value to consumers, respectively, have positive effects. 2.Consumers extraversion personality trait can interfere with its customer relationship management and marketing experience, respectively, the relationship between perceived value. The results of this study can provide follow-up studies and future business practices in Taiwan.