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觀光與餐旅行銷 第四章 顧客知覺價值 顧客關係與忠誠度. 指導老師:張婷玥 班 級:休閒碩專一 學 生: N99B0011 李佩芸 N99B0015 陳慧珊. 曾光華、陳貞吟、饒怡雲 著. 課程大綱. 18 摺的小籠包王國 鼎泰豐. 打造鼎泰豐傳奇. 打造鼎泰豐傳奇. 一、顧客知覺價值 customer perceived value=CPV. Zeithaml 解讀價值 : 價格就是低價 - PowerPoint PPT Presentation
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N99B0011 N99B0015
18
customer perceived value=CPVZeithaml :
(CPV)= //
7P
//
:/
:/
:/
:
:
/:
:
PZB: : : :
4-3P133
PZB::
::1. 2. : :
PZB: : :
AB26351-1PZB
3P(physical environment)(service personnel)(service process)
()()()
(reliable): (responsiveness) (assurance): (empathy):
4-4 P154
http://gofuntaiwan.net/columnpage/specol/michelin.asp#m3
510100200300400100CBA100 x (1.2 x )ABC20%85%90%95%BCA4-5P153
-4-6 P154
*/51/
1 Q: ? ? A: (CPV)//(CPV)//:/:/
2Q: PZBA:
:::: 1. 2. 3.
3Q:A:1.2.3.
4Q:A:1.2.
5Q:A:(Customer Lifetime Value) CLV
---429
161729302101 10 172134385590 20122501002020400 7
: 2011-04-17
----105045043045023-30
---
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12
(CRM):
2011/4/17Business Next 111http://www.brain.com.twhttp://www.digwow.com/%E7%94%9F%E6%B4%BB%E6%B0%91%E7%94%9F/%E5%84%AA%E6%83%A0/s/61182/http://gofuntaiwan.net/columnpage/specol/michelin.asp#m3
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