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題名 觀光服務業客戶關係管理之數位轉型: 深入探討旅館服務業
The digital transformation of customer relationship management with the leisure segment in the hospitality industry: focus on accommodation services作者 狄海倫
Delay, Hélène貢獻者 尚孝純
Shang, Shari
狄海倫
Delay, Hélène關鍵詞 數位轉型
客戶關係
管理
旅館服務業
Digital transformation
Customer relationship
Management
Accommodation services日期 2017 上傳時間 3-Jul-2017 14:40:04 (UTC+8) 摘要 Hélène DelayThe hospitality industry has been subject to enormous changes since the 2010’s with each actor trying to differentiate itself through innovation on architecture and design, comfort, services and especially on the overall traveling experience that is highly affected by technology. This research aims to show how the digital transformation affects the customer relationship management in the hospitality industry with a focus on accommodation services for the leisure segment.After giving a wide overview of the hospitality industry and the trends related to technology, the report will focus on hospitality groups, specialized in accommodation services, and the challenges brought by the digital transformation regarding the customer relationship management with the leisure segment. The analysis of multiple cases studies relying on second-hand data will lead this research to highlight the solutions adopted by hospitality groups to cope with the challenges on the customer relationship management with the leisure segment disrupted by the digital transformation. The digital transformation has brought many challenges: new consumption habits, tech-savvy customers, the rise of digital competitors and an entire new economy based on the sharing of services and commodities. In order to deal with these challenges, hospitality groups have deployed efficient solutions for e-reputation and data management, they have developed new services that are now highly-personalized and automated and offer a mobile and digital experience to customers looking for mobility, ease of use and efficiency. These challenges should not be considered as threats for hospitality groups but rather as opportunities to create value, differentiate and increase sales. 參考文獻 • Reports: 1. Statista.com2. 2016 Lodging technology study, HT Magazine3. Hospitality trends for 2016, EY• Websites:1. Travel Weekly`s 2016 Power List, http://www.travelweekly.com/Powerlist20162. Customer relationship definition, business dictionary, http://www.businessdictionary.com/definition/customer-relationship.html3. World Tourism Organization, http://www2.unwto.org/4. Trends in the hospitality industry, EY, http://www.ey.com/Publication/vwLUAssets/EY-les-tendances-du-secteur-hotelier-pour-2016/$FILE/EY-les-tendances-du-secteur-hotelier-pour-2016.pdf5. The top 10 hospitality groups, BFM Business TV, http://bfmbusiness.bfmtv.com/entreprise/voici-les-10-plus-grands-groupes-hoteliers-du-monde-871527.html6. MKG group, consulting services in the hospitality industry, http://mkg-group.com/mkg-group-expert-hotelier/7. E-tourism, KPMG, https://home.kpmg.com/fr/fr/home/media/press-releases/2016/05/e-tourisme-2016.html8. The Global Hotel Industry and Trends for 2016, Hospitalitynet, http://www.hospitalitynet.org/news/4073336.html 9. 2017 hotel trends to look out for, Hospitalitynet, http://www.hospitalitynet.org/news/global/147000329/4079563.html10. Customer Experience Strategy for hotels and how it can Generate More Revenues, Hospitalitynet, http://www.hospitalitynet.org/news/4069852.html11. The sharing economy: concepts and lessons for hospitality, Hospitalitynet, http://www.hospitalitynet.org/news/4076818.html12. 7 key trends emerging in the hospitality industry, Multibriefs exclusive, http://exclusive.multibriefs.com/content/7-key-trends-in-the-hospitality-industry/travel-hospitality-event-management13. Top 6 hospitality tech trends for 2014, Elevenwireless, http://www.elevenwireless.com/top-6-hospitality-tech-trends-for-2014/14. A New Breed of Traveller: How Consumers are Driving Change in the Hotel Industry, 4hoteliers, http://www.4hoteliers.com/features/article/802215. 7 trends that are transforming the hospitality industry, hospitality magazine, http://www.hospitalitymagazine.com.au/Management/7-technologies-that-are-transforming-the-hospitali16. 6 Mega-Trends in Hotel Technology, Hospitality Technology, http://hospitalitytechnology.edgl.com/news/6-Mega-Trends-in-Hotel-Technology10503317. The hospitality clientele, Coach Omnium, http://www.coachomnium.com/bonus/la-clientele-hoteliere.html18. Hospitality: Latin American and Asia the growth generators, Hospitality-on, http://hospitality-on.com/actualites/2016/07/07/parc-hotelier-monde-2016-lamerique-latine-et-lasie-moteurs-de-croissance/19. Leisure and business travel share importance in US travel expenditure, Market Realist, http://marketrealist.com/2014/12/leisure-business-travel-share-importance-us-travel-expenditure/20. Hotel Reputation Management, Customer Alliance, http://www.customer-alliance.com/en/articles/hotel-reputation-management/21. Revinate surpasses 25000 hotel clients signing with Starwood Hotels & Resorts, Revinate, https://www.revinate.com/blog/2015/08/revinate-surpasses-25000-hotel-clients-signing-starwood-hotels-resorts/22. Revinate and Fairmas enter into a strategic partnership to combine online reputation, social media mentions and performance data on hotel competition, Hetras, http://www.hetras.com/blog/revinate-and-fairmas-enter-into-a-strategic-partnership-to-combine-online-reputation-social-media-mentions-and-performance-data-on-hotel-competition23. How technology has transformed the travel industry, The Guardian, https://www.theguardian.com/media-network/2016/feb/29/technology-internet-transformed-travel-industry-airbnb24. Hoteliers to watch out for mobile-moments and dayparting in 2017, Hotelogix, http://www.hotelogix.com/blog/2016/12/21/hoteliers-watch-mobile-moments-dayparting-2017/25. AccorHotels opens a marketplace to counter Booking.com, Journal du net, http://www.journaldunet.com/ebusiness/commerce/1155380-accorhotels-ouvre-une-marketplace-pour-contrer-booking-com/26. Trends on the MICE Market for 2016, mylodgeevent.com, https://www.mylodgevent.com/marche-mice-2015-tendances-201627. The Newest Travel Must-Have: Starwood`s SPG App, Forbes, https://www.forbes.com/sites/traceygreenstein/2012/03/27/the-newest-travel-must-have-starwoods-spg-app/#50f4a20145e228. Starwood on being mobile first, its social success and an Instagram flop, Eyefortravel.com, http://www.eyefortravel.com/mobile-and-technology/starwood-being-mobile-first-its-social-success-and-instagram-flop29. The 6 most high-tech hotels in France, Room5, http://room5.trivago.fr/hotels-high-tech-france/30. Hilton Honors app, Hilton, http://hiltonhonors3.hilton.com/fr_FR/hhonors-mobile-app/index2.html31. The Sharing Economy: Challenges and Opportunities for Hoteliers,Ecole Hotelière de Lausanne, http://blog.ehl.edu/the-sharing-economy-challenges-and-opportunites-for-hoteliers32. Here`s Proof Airbnb Is Shaking Up the Global Hospitality Industry, The Street, https://www.thestreet.com/story/13070686/3/heres-proof-airbnb-is-shaking-up-the-global-hospitality-industry.html33. AccorHotels, Wikipedia, https://fr.wikipedia.org/wiki/AccorHotels#Marques_du_groupe_AccorHotels34. World Of Hyatt, Hyatt Loyalty Program, https://world.hyatt.com/content/gp/fr/member-benefits.html35. Hilton And IBM Pilot “Connie,” The World’s First Watson-Enabled Hotel Concierge, Newsroom.com, http://newsroom.hilton.com/index.cfm/news/hilton-and-ibm-pilot-connie-the-worlds-first-watsonenabled-hotel-concierge36. 9 Key Stats in Hotel Online Distribution, Frederic Gonzalo, http://fredericgonzalo.com/en/2015/11/05/9-key-stats-in-hotel-online-distribution/37. Independent Hotels: marketing, distribution and technology for non-branded properties, Phocuswright, http://pcwi.phocuswright.com/IndependentHotels.html?cid=external_tnooz_sa38. A close look at Trivago business model, Market Realist, http://marketrealist.com/2016/11/a-close-look-at-trivagos-business-model/ 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
105933060資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105933060 資料類型 thesis dc.contributor.advisor 尚孝純 zh_TW dc.contributor.advisor Shang, Shari en_US dc.contributor.author (Authors) 狄海倫 zh_TW dc.contributor.author (Authors) Delay, Hélène en_US dc.creator (作者) 狄海倫 zh_TW dc.creator (作者) Delay, Hélène en_US dc.date (日期) 2017 en_US dc.date.accessioned 3-Jul-2017 14:40:04 (UTC+8) - dc.date.available 3-Jul-2017 14:40:04 (UTC+8) - dc.date.issued (上傳時間) 3-Jul-2017 14:40:04 (UTC+8) - dc.identifier (Other Identifiers) G0105933060 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/110688 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 105933060 zh_TW dc.description.abstract (摘要) Hélène DelayThe hospitality industry has been subject to enormous changes since the 2010’s with each actor trying to differentiate itself through innovation on architecture and design, comfort, services and especially on the overall traveling experience that is highly affected by technology. This research aims to show how the digital transformation affects the customer relationship management in the hospitality industry with a focus on accommodation services for the leisure segment.After giving a wide overview of the hospitality industry and the trends related to technology, the report will focus on hospitality groups, specialized in accommodation services, and the challenges brought by the digital transformation regarding the customer relationship management with the leisure segment. The analysis of multiple cases studies relying on second-hand data will lead this research to highlight the solutions adopted by hospitality groups to cope with the challenges on the customer relationship management with the leisure segment disrupted by the digital transformation. The digital transformation has brought many challenges: new consumption habits, tech-savvy customers, the rise of digital competitors and an entire new economy based on the sharing of services and commodities. In order to deal with these challenges, hospitality groups have deployed efficient solutions for e-reputation and data management, they have developed new services that are now highly-personalized and automated and offer a mobile and digital experience to customers looking for mobility, ease of use and efficiency. These challenges should not be considered as threats for hospitality groups but rather as opportunities to create value, differentiate and increase sales. en_US dc.description.tableofcontents 1. Introduction 11.1. Digital transformation in the hospitality industry 11.2. Motivations 81.3. The objectives 82. The hospitality sector and the challenges related to technology 92.1. The different actors 92.1.1. The hospitality groups 92.1.2. Event agencies 102.1.3. Travel agencies 112.1.4. The new digital actors: Online travel agencies (OTA) 122.2. Segmentation of the market 132.2.1. The leisure segment 132.2.2. The corporate segment 142.3. Challenges in customer relationship management 152.3.1. The new consumption habits 152.3.2. Tech savvy customers 162.3.3. The rise of new digital actors, the Online Travel Agencies (OTA) 172.3.4. The sharing economy 183. Research approach 203.1. Research method 203.2. Data collection 203.3. Data analysis 204. The findings 234.1. Before consumption 234.2. During consumption 314.3. After consumption 365. Conclusion and limitations 40References 42 zh_TW dc.format.extent 1205510 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105933060 en_US dc.subject (關鍵詞) 數位轉型 zh_TW dc.subject (關鍵詞) 客戶關係 zh_TW dc.subject (關鍵詞) 管理 zh_TW dc.subject (關鍵詞) 旅館服務業 zh_TW dc.subject (關鍵詞) Digital transformation en_US dc.subject (關鍵詞) Customer relationship en_US dc.subject (關鍵詞) Management en_US dc.subject (關鍵詞) Accommodation services en_US dc.title (題名) 觀光服務業客戶關係管理之數位轉型: 深入探討旅館服務業 zh_TW dc.title (題名) The digital transformation of customer relationship management with the leisure segment in the hospitality industry: focus on accommodation services en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) • Reports: 1. Statista.com2. 2016 Lodging technology study, HT Magazine3. Hospitality trends for 2016, EY• Websites:1. Travel Weekly`s 2016 Power List, http://www.travelweekly.com/Powerlist20162. Customer relationship definition, business dictionary, http://www.businessdictionary.com/definition/customer-relationship.html3. World Tourism Organization, http://www2.unwto.org/4. Trends in the hospitality industry, EY, http://www.ey.com/Publication/vwLUAssets/EY-les-tendances-du-secteur-hotelier-pour-2016/$FILE/EY-les-tendances-du-secteur-hotelier-pour-2016.pdf5. The top 10 hospitality groups, BFM Business TV, http://bfmbusiness.bfmtv.com/entreprise/voici-les-10-plus-grands-groupes-hoteliers-du-monde-871527.html6. MKG group, consulting services in the hospitality industry, http://mkg-group.com/mkg-group-expert-hotelier/7. E-tourism, KPMG, https://home.kpmg.com/fr/fr/home/media/press-releases/2016/05/e-tourisme-2016.html8. The Global Hotel Industry and Trends for 2016, Hospitalitynet, http://www.hospitalitynet.org/news/4073336.html 9. 2017 hotel trends to look out for, Hospitalitynet, http://www.hospitalitynet.org/news/global/147000329/4079563.html10. Customer Experience Strategy for hotels and how it can Generate More Revenues, Hospitalitynet, http://www.hospitalitynet.org/news/4069852.html11. The sharing economy: concepts and lessons for hospitality, Hospitalitynet, http://www.hospitalitynet.org/news/4076818.html12. 7 key trends emerging in the hospitality industry, Multibriefs exclusive, http://exclusive.multibriefs.com/content/7-key-trends-in-the-hospitality-industry/travel-hospitality-event-management13. Top 6 hospitality tech trends for 2014, Elevenwireless, http://www.elevenwireless.com/top-6-hospitality-tech-trends-for-2014/14. A New Breed of Traveller: How Consumers are Driving Change in the Hotel Industry, 4hoteliers, http://www.4hoteliers.com/features/article/802215. 7 trends that are transforming the hospitality industry, hospitality magazine, http://www.hospitalitymagazine.com.au/Management/7-technologies-that-are-transforming-the-hospitali16. 6 Mega-Trends in Hotel Technology, Hospitality Technology, http://hospitalitytechnology.edgl.com/news/6-Mega-Trends-in-Hotel-Technology10503317. The hospitality clientele, Coach Omnium, http://www.coachomnium.com/bonus/la-clientele-hoteliere.html18. Hospitality: Latin American and Asia the growth generators, Hospitality-on, http://hospitality-on.com/actualites/2016/07/07/parc-hotelier-monde-2016-lamerique-latine-et-lasie-moteurs-de-croissance/19. Leisure and business travel share importance in US travel expenditure, Market Realist, http://marketrealist.com/2014/12/leisure-business-travel-share-importance-us-travel-expenditure/20. Hotel Reputation Management, Customer Alliance, http://www.customer-alliance.com/en/articles/hotel-reputation-management/21. Revinate surpasses 25000 hotel clients signing with Starwood Hotels & Resorts, Revinate, https://www.revinate.com/blog/2015/08/revinate-surpasses-25000-hotel-clients-signing-starwood-hotels-resorts/22. Revinate and Fairmas enter into a strategic partnership to combine online reputation, social media mentions and performance data on hotel competition, Hetras, http://www.hetras.com/blog/revinate-and-fairmas-enter-into-a-strategic-partnership-to-combine-online-reputation-social-media-mentions-and-performance-data-on-hotel-competition23. How technology has transformed the travel industry, The Guardian, https://www.theguardian.com/media-network/2016/feb/29/technology-internet-transformed-travel-industry-airbnb24. Hoteliers to watch out for mobile-moments and dayparting in 2017, Hotelogix, http://www.hotelogix.com/blog/2016/12/21/hoteliers-watch-mobile-moments-dayparting-2017/25. AccorHotels opens a marketplace to counter Booking.com, Journal du net, http://www.journaldunet.com/ebusiness/commerce/1155380-accorhotels-ouvre-une-marketplace-pour-contrer-booking-com/26. Trends on the MICE Market for 2016, mylodgeevent.com, https://www.mylodgevent.com/marche-mice-2015-tendances-201627. The Newest Travel Must-Have: Starwood`s SPG App, Forbes, https://www.forbes.com/sites/traceygreenstein/2012/03/27/the-newest-travel-must-have-starwoods-spg-app/#50f4a20145e228. Starwood on being mobile first, its social success and an Instagram flop, Eyefortravel.com, http://www.eyefortravel.com/mobile-and-technology/starwood-being-mobile-first-its-social-success-and-instagram-flop29. The 6 most high-tech hotels in France, Room5, http://room5.trivago.fr/hotels-high-tech-france/30. Hilton Honors app, Hilton, http://hiltonhonors3.hilton.com/fr_FR/hhonors-mobile-app/index2.html31. The Sharing Economy: Challenges and Opportunities for Hoteliers,Ecole Hotelière de Lausanne, http://blog.ehl.edu/the-sharing-economy-challenges-and-opportunites-for-hoteliers32. Here`s Proof Airbnb Is Shaking Up the Global Hospitality Industry, The Street, https://www.thestreet.com/story/13070686/3/heres-proof-airbnb-is-shaking-up-the-global-hospitality-industry.html33. AccorHotels, Wikipedia, https://fr.wikipedia.org/wiki/AccorHotels#Marques_du_groupe_AccorHotels34. World Of Hyatt, Hyatt Loyalty Program, https://world.hyatt.com/content/gp/fr/member-benefits.html35. Hilton And IBM Pilot “Connie,” The World’s First Watson-Enabled Hotel Concierge, Newsroom.com, http://newsroom.hilton.com/index.cfm/news/hilton-and-ibm-pilot-connie-the-worlds-first-watsonenabled-hotel-concierge36. 9 Key Stats in Hotel Online Distribution, Frederic Gonzalo, http://fredericgonzalo.com/en/2015/11/05/9-key-stats-in-hotel-online-distribution/37. Independent Hotels: marketing, distribution and technology for non-branded properties, Phocuswright, http://pcwi.phocuswright.com/IndependentHotels.html?cid=external_tnooz_sa38. A close look at Trivago business model, Market Realist, http://marketrealist.com/2016/11/a-close-look-at-trivagos-business-model/ zh_TW
