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博碩士論文 etd-0417117-012517 詳細資訊
Title page for etd-0417117-012517
論文名稱
Title
客戶經驗管理-以KTM之客戶經驗強化為例
Customer Experience Management – Enhancing Customer Experience with the example of KTM
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
87
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-04-28
繳交日期
Date of Submission
2017-05-17
關鍵字
Keywords
客戶經驗管理、摩托車車手、摩托車之旅、活動、客戶關係管理
motorcycle tours, customer relationship management, events, motorcyclists, Customer experience management
統計
Statistics
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中文摘要
本文係以KTM Sportmotorcycle GmbH之客戶經驗管理為主題,探討關於摩托車活 動之客戶經驗提升及潛在客群開發。研究流程將先透過分析競爭對手,了解整體市場趨勢及其提供之產品與服務。為能進一步協助KTM進行客戶經驗的強化,除進行相關研究外,本研究同時設計兩份量化問卷,分別以KTM既有客戶及論壇、Facebook等網路社群為發送對象。前者以了解消費者對摩托車之旅的偏好為主軸,作答者可根據其興趣勾選不同活動,其中包含KTM現有及其他未來可能籌辦之新活動;同時,問卷內容也提供開放式題目,藉此供消費者反饋其對KTM活動之改善建議。在第二份問卷中,以各網路社群之摩托車車手為對象,在不透露KTM相關訊息的前提下,詢問車手對於摩托車之旅的整體看法。在完成上述兩份問卷後,本研究另以訪問的方式了解受訪者對摩托車之旅的其他看法,及其是否對該旅程目標客群之認知。根據上述研究、問卷及訪問,以消費者喜愛之活動及概念提出研究結論。KTM不僅能根據此結論修改或設計全新的活動,強化客戶關係以維持既有客戶群,更能藉此吸引感興趣的潛在消費者、替公司開拓新客源。除此之外,KTM也可參考受訪者在問卷簡答區裡,他們對於摩托車之旅喜歡與否的發言。以事前預定好的個人安全設備為例,尺寸不合或設備過舊的問題將可以被有效的改善。提供摩托車之旅的公司若可以提供給消費者新的安全設備,這將可以在當下就為消費者帶來一個好的開始。
Abstract
This paper focuses on customer experience management in the case of KTM. The research question is about enhancing the customer experience and finding new potential customers in the section of motorcycle events. To start the research, the competitors were analysed to get an idea of the market and what other brands are offering to their customers. The company KTM is trying to strengthen the customer experience and to do some research on this, two quantitative questionnaires were sent out, one to already existing customers of KTM and another one was created to be posted in internet forums and Facebook groups. It was asked how people like the motorcycle tours, which KTM is already offering and some new events were presented to the participants, which they could mark according to their interest to the different events. To find out what could be changed in the tours KTM is already offering, some open questions gave the opinion for feedback. In the second questionnaire, the company KTM was not indicated, to find out an overall opinion of motorcyclists what they think about motorcycle tours. After receiving the results of the questionnaires, some interviews were held to get other opinions to motorcycle tours and what people would like to have. As a conclusion the events and ideas the participants liked the most, according to the questionnaires, were presented and described. With this new events and ideas, the company can enhance the customer experience to keep them as customers as well as to find new customers who are interested in participating in such a new designed events. The company can also use the results from the answers in the section of the questionnaires where people could wrote what they liked or disliked on the tours. Improvements can be easily made at the point where people stated that the protection gear, which was booked in advance, was not in the best condition. The company which is offering the tour can provide new gear so that the customer will have a good experience from the beginning on.
目次 Table of Contents
Thesis Verification Letter
摘要 i
Abstract ii
Table of content iv
 
1 Introduction 1
2 Literature Review 3
 2.1 What is customer experience management (CXM)? 3
 2.2 How to adapt customer experience management? 4
 2.3 Customer Experience Pyramid 6
 2.4 Social environment 7
 2.5 Customer Relationship Management 8
3 Methodology 11
 3.1 Competitor Analysis 11
 3.2 Surveys 11
   Research Design 11
   Research Approach 12
   Sampling Method 12
   Data Collection Method 13
   Data Analysis Method 13
 3.3 Qualitative Interviews 14
4 Case Company 15
 4.1 KTM Sportmotorcycle GmbH 15
 4.2 Vision 15
   Adventure 16
   Purity 16
   Performance 16
   Extreme 16
5 Competitor analysis 18
 5.1 BMW 18
 5.2 Ducati 19
 5.3 Harley Davidson 20
 5.4 Honda 21
 5.5 Kawasaki 21
 5.6 Suzuki 22
 5.7 Yamaha 26
 5.8 Edelweiß Tours 27
 5.9 Summary Competitors 27
6 Analysis of the questionnaires and interviews 29
 6.1 Quantitative questionnaires 29
   Analysis of the questionnaire for the existing KTM Adventure Tour customers 29
   Analysis of the questionnaire for new customers and motorcyclists in general 37
 6.2 Qualitative interviews 40
7 Conclusion / Recommendation 44
8 Limitations 57
9 References 59
Appendix 65
參考文獻 References
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