Case study of Services Marketing in international company “Double Capital Enterprise Ltd.”

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研究生：	馬瑞 Mariia - Osadcha
論文名稱：	Case study of Services Marketing in international company “Double Capital Enterprise Ltd.” Case study of Services Marketing in international company “Double Capital Enterprise Ltd.”
指導教授：	劉代洋 Day-Yang Liu
口試委員:	陳俊男 Chen, Chun-Nan 曾國安 Kuo-An Tseng
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	50
中文關鍵詞：	ServiceMarketing 、CustomerRelationshipmanagement
外文關鍵詞：	Service Marketing, Customer Relationship management
相關次數：	點閱：209 下載：5
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上一筆

Services Marketing is very important in tourism industry. Service marketing is about
anticipating and identifying the wants and needs of a customer, satisfying those needs in order to make a profit.
In terms of this qualitative research, three components of Services Marketing were analyzed in Double Capital Enterprise Ltd.: building customer relationships, the employee’s role in service delivery and influence of culture difference in the cross-cultural team. In this paper a methodology of case study and qualitative approach were used. In order to collect data, series of interviews and focus group discussion were made; the respondents were customers, employees and a CEO of Double Capital Enterprise Ltd.
This study has shown that Double Capital Enterprise doesn’t possess a good team building program, however it has a structured marketing plan, professionally trained employees and a highly developed system of communication with customers, and these features stand for the key values of services marketing at present. What is more, in the eyes of interviewed customers, cheerful and dedicated employees are seen as the main advantage of Double Capital Enterprise Ltd.

Table of Contents
Acknowledgements........................................................................................I Abstract.....................................................................................................II
Table of Contents.........................................................................................III
List of Tables..............................................................................................IV
List of Figures..............................................................................................V
Chapter 1: Introduction .......................................................................................1
1.1Research Motivation and Background................................................................1
1.2 Research Objectives....................................................................................3
1.3 Research Content.......................................................................................3
1.4 Research Flowchart...................................................................................4
1.5 Research Limitations..................................................................................5
Chapter 2: Literature Review................................................................................7
2.1 Customer Relationship Management.......................................................................7
2.2 Corporate Social Responsibility....................................................................12
2.3 Role of Employees in Services Delivery..........................................................14
2.4 Corporate Culture....................................................................................18
Chapter 3: Research Methodology.........................................................................21
3.1 Research Design.....................................................................................21
3.2 Case Interview....................................................................................................................22 Chapter 4: Industry and Company Analysis............................................................24
4.1 Industry Analysis.....................................................................................24
4.2 Porter’s Analysis of the industry...................................................................27
4.3 Company introduction..............................................................................29
Chapter 5: Case analysis ..............................................................................37
5.1 Motivation...................................................................................................37
5.2 Discussion..................................................................................................37
5.3 Future plans................................................................................................42
Chapter 6: Conclusions and Recommendations .......................................................43
6.1 Conclusions..........................................................................................43
6.2 Recommendations..........................................................................................46 References................................................................................................48

                                

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全文公開日期 2026/01/15 (校外網路)
全文公開日期本全文未授權公開 (國家圖書館：臺灣博碩士論文系統)

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