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Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL).

To assess the proposed framework, structural equation modeling was performed on the data of 314 automotive customers surveyed online.

Social CRM dimensions [traditional CRM (TCRM) and social media (SM) technology use] have a direct and positive effect on CS. On the other hand, only TCRM has a direct and significant influence on CL, while the SM technology use effect seems to be indirect rather than direct. Indeed, the findings have provided empirical support for the contention that CS plays a mediating role between social CRM dimensions and CL.

In the automotive sector and developing countries in particular, companies’ managers could increase CS and CL and consequently enhance their competitiveness and market share by adopting an effective social CRM strategy. From this perspective, companies should focus their social CRM campaigns on the most SM used by customers, offer personalized choices and improve customer experience, interaction and value co-creation.

This paper enriches the understanding of how social CRM can affect CS and CL. The scales of social CRM, CS and CL were validated in the context of developing countries and the automotive sector. Furthermore, the direct and mediating effect of CS between social CRM (TCRM and SM) and CL was also confirmed.

Basándose en la teoría del marketing relacional, este estudio pretende comprobar el efecto de la gestión social de las relaciones con los clientes (CRM social) sobre la satisfacción y la fidelidad de los clientes.

Para evaluar el marco propuesto, se realizó un modelado de ecuaciones estructurales sobre los datos de 314 clientes de automoción encuestados online.

Las dimensiones del CRM social (CRM tradicional y uso de tecnología de medios sociales) tienen un efecto directo y positivo en la satisfacción del cliente. Por otro lado, solamente el CRM tradicional tiene una influencia directa y significativa en la fidelidad del cliente, mientras que el efecto del uso de la tecnología de medios sociales parece ser más indirecto que directo. De hecho, los resultados han proporcionado apoyo empírico a la afirmación de que la satisfacción del cliente desempeña un papel mediador entre las dimensiones del CRM social y la fidelidad del cliente.

Este artículo enriquece la comprensión de cómo el CRM social puede afectar a la satisfacción y la fidelidad de los clientes. Las escalas de CRM social, satisfacción del cliente y fidelidad del cliente se validaron en el contexto de países en vías de desarrollo y del sector automovilístico. Además, también se confirmó el efecto directo y mediador de la satisfacción del cliente entre el CRM social (CRM tradicional y medios sociales) y la fidelidad del cliente.

En el sector de la automoción y en los países en desarrollo en particular, los directivos de las empresas podrían aumentar la satisfacción y fidelidad de sus clientes y, en consecuencia, mejorar su competitividad y cuota de mercado adoptando una estrategia eficaz de CRM social. Desde esta perspectiva, las empresas deberían centrar sus campañas de CRM social en los medios más utilizados por los clientes, ofrecer opciones personalizadas y mejorar la experiencia del cliente, la interacción y la cocreación de valor.

基于关系营销理论, 本研究旨在检验社会化客户关系管理（social CRM）对客户满意度和忠诚度的影响。

为评估所提出的框架, 对 314 名汽车客户的在线调查数据进行了结构方程建模。

社交客户关系管理维度（传统客户关系管理和社交媒体技术使用）对客户满意度有直接的积极影响。另一方面, 只有传统客户关系管理对客户忠诚度有直接和显著的影响, 而社交媒体技术使用的影响似乎是间接而非直接的。事实上, 研究结果为客户满意度在社交客户关系管理维度和客户忠诚度之间发挥中介作用的论点提供了实证支持。

本文丰富了人们对社交客户关系管理如何影响客户满意度和忠诚度的认识。本文以发展中国家和汽车行业为背景, 对社会化客户关系管理、客户满意度和客户忠诚度的量表进行了验证。此外, 还证实了客户满意度在社会化客户关系管理（传统客户关系管理和社会化媒体）与客户忠诚度之间的直接和中介效应。

尤其是发展中国家, 企业管理者可以通过采取有效的社交客户关系管理战略, 提高客户满意度和忠诚度, 进而增强竞争力和市场份额。从这个角度来看, 企业应将社交客户关系管理活动的重点放在客户使用最多的社交媒体上, 提供个性化选择, 改善客户体验、互动和价值共创。

In terms of service hospitality, recent discussions of value-in-use from the perspective of service-dominant logic have focused on the customer’s determination of value and control of the value creation process. The purpose of this paper is to extend these discussions by exploring the value creation process in the Western-style restaurant in Taiwan, which is developed value-in-eat creation for restaurants. In Taiwan, Western-style restaurants are as popular as Chinese restaurants because of globalization and cultural integration. However, to local restaurateurs and managers, managing a Western-style restaurant in terms of localization and hospitality on value-in-eat creation presents both academic and practical issues. Thus, this paper aims to investigate Western-style restaurant hospitality management alternatives on the value-in-eat creation process in Taiwan using a data mining approach.

Based on a market survey, a total of 1,187 questionnaires was incorporated into a database. The questionnaire design is divided into 7 parts with 35 items. All questions are designed as nominal and ordinal (not the Likert scale) scales. Data mining approach, including cluster analysis and association rules, cluster analysis is investigated possible customer profiles and association rules is implemented to explore customer preference patterns and rules on the value-in-eat creation process.

Data mining results show two patterns including Pattern 1: meal patterns and customer preferences for restaurant hospitality management and Pattern 2: customer relationship management (CRM) for restaurant hospitality management that customer profiles and preferences on meal patterns, service patterns and CRM are engaged to suggest effective Western restaurant hospitality management alternatives, such as proper bundles for restaurant types, meals, exotic atmosphere and services of hospitalities in terms of a value-in-eat creation process.

To the best of the authors’ knowledge, this study is the first study to investigate consumers’ behaviors in Western-style restaurants using the measurement of nominal and ordinal scale for questionnaire development and further to implement a data mining approach on selected data samples. In addition, this study illustrates the patterns/rules of Taiwan customer preferences that best explain the knowledge of how to manage Western-style restaurants from the perspective of customer hospitality using data mining.

在酒店服务领域, 近期的从服务主流逻辑为视角关于使用价值的讨论主要集中在消费者对价值的定义以及掌控价值创造的过程。本研究的主要目的是拓展这些相关的讨论从而发掘关于在台湾经营的西餐厅的顾客价值创造过程, 进而开发餐厅的饮食价值创造。由于全球化进程, 台湾的西餐厅和中餐厅同样受欢迎。然而, 对于本地的餐厅所有人和经营管理者来讲, 管理西餐厅关于价值创造过程中的地方化和服务管理还存在学术和实践问题。因此, 本文运用了数据挖掘的方法对西餐关于价值创造的另类途径进行了探索。

基于市场调研, 本研究导入了1187份问卷作为数据库。问卷由7部分35项条目组成。所有问题以称名量表和顺序量表（非李克特量表）测量。数据挖掘包括了聚类分析和关联分析。聚类分析用来分析消费者概况, 关联分析来探究顾客倾向以及饮食价值创造过程。

数据挖掘结果显示了两种模式, 1：食物以及顾客对餐厅的接待管理的偏爱以及模式, 2：客户关系管理包括顾客概况和对饮食模式的偏爱, 服务模式以及顾客关系维护的另类建议, 诸如适度的捆绑销售包括餐厅种类, 菜系, 异域风情的就餐环境以及服务来体现饮食价值创造的过程。

本研究是首次探索了用称名量表和顺序量来研发的消费者问卷并且运用了数据挖掘的方法研究了西餐厅的消费者行为。 此外, 本研究阐明了台湾消费者的偏爱模式从而更好的解释了如何用数据挖掘的方法来研究西餐厅的服务管理。

The outbreak of the COVID-19 pandemic plunged global tourism into a huge crisis in 2020. China was confronted with a wave of cancellations by tourism consumers due to COVID-19 and tourist complaints rose dramatically during this period. Although tourism enterprises have quickly introduced measures in response, the effectiveness of targeted policies is expected to be evaluated. Concerned about this phenomenon, this study aims to provide insights into the dim prospects of the tourism industry and to bridge the gap between tourists and enterprises.

The current study adopts a two-step method that combines automatic and manual content analysis to contrastively analyse 647 complaints from the Sina platform and the measures of five online travel agencies (OTAs) taken to deal with COVID-19.

The results reveal that the COVID-19-related information and policies issued by official departments had a promoting effect on tourist complaints. OTAs were the main target of complainers, and three themes of complaints were identified, namely, cancellation barriers, refund barriers and customer relationship management. Although tourism enterprises’ policies covered most dimensions of the three themes, more detailed and mutually beneficial policies need to be formulated in the face of a new round of cancellations.

This research attempts to investigate tourism customer complaint behaviours in the case of COVID-19 and to provide tourism enterprises receiving different complaints with practical insights into crisis management. It contributes to simultaneously minimizing business losses and maintaining customer relationships in the service industry, improving the industry’s performance under potential crises in the future.

危机信息、沟通策略和客户投诉行为:以COVID-19为例

2020年, 新冠肺炎大流行的爆发使全球旅游业陷入巨大危机。由于新冠肺炎疫情, 中国面临了旅游消费者的退订浪潮, 期间游客投诉大幅上升。虽然旅游企业迅速采取了应对措施, 但预期将评估有针对性的政策的有效性。考虑到这一现象, 本研究旨在为旅游业的暗淡前景提供见解, 并弥合游客和企业之间的差距。

本研究采用自动内容分析和人工手动编码相结合的两步方法, 对来自新浪平台的647起游客投诉和5家在线旅行社应对COVID-19的措施进行对比分析。

结果显示, 官方部门发布的新冠肺炎相关信息和政策对旅游投诉的数量起到了刺激作用。在线旅行社是投诉者的主要目标, 并确定了游客投诉的三个主题:取消障碍、退款障碍和客户关系管理。虽然旅游企业政策涵盖了这三个主题的大部分层面, 但面对新一轮的取消, 还需要制定更详细和互利的政策。

本研究试图调查COVID-19情况下的旅游客户投诉行为, 为收到不同投诉的旅游企业提供危机管理的实用见解。它有助于在服务行业同时减少业务损失和维护客户关系, 提高行业在未来潜在危机下的绩效。

Información de crisis, estrategias de comunicación y medidas adoptadas ante las reclamaciones de los clientes: el caso de COVID-19

El presente estudio adopta un método en dos fases que combina el análisis de contenido automático y manual para analizar de forma contrastiva 647 reclamaciones de la plataforma Sina y las medidas de cinco agencias de viajes online (OTA) adoptadas para hacer frente a la COVID-19.

El estallido de la pandemia COVID-19 sumió al turismo mundial en una enorme crisis en 2020. China tuvo que hacer frente a una oleada de cancelaciones por parte de los consumidores turísticos debido a la COVID-19, y las quejas de los turistas aumentaron drásticamente durante este periodo. Aunque las empresas turísticas introdujeron rápidamente medidas de respuesta, se espera que se evalúe la eficacia de dichas políticas. Preocupado por este fenómeno, el presente estudio pretende aportar información sobre las sombrías perspectivas de la industria turística y tender un puente entre los turistas y las empresas.

Los resultados revelan que la información y las políticas relacionadas con el COVID-19 emitidas por los departamentos oficiales tuvieron un efecto promotor de las quejas de los turistas. Las OTAs fueron el principal objetivo de los reclamantes, y se identificaron tres temas de reclamaciones: barreras de cancelación, barreras de reembolso y gestión de la relación con el cliente. Aunque las políticas de las empresas turísticas cubrían la mayoría de las dimensiones de los tres temas, es necesario formular políticas más detalladas y mutuamente beneficiosas ante una nueva oleada de cancelaciones.

Esta investigación trata de investigar el comportamiento de las reclamaciones de los clientes turísticos en el caso de COVID-19 y de proporcionar a las empresas turísticas que reciben diferentes reclamaciones una visión práctica de la gestión de crisis. Contribuye a minimizar simultáneamente las pérdidas comerciales y a mantener las relaciones con los clientes en el sector de los servicios, mejorando el rendimiento de la industria ante posibles crisis en el futuro.

This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity.

A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships.

The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools.

Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools.

The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.

本研究探讨旅游公司战略性在线声誉管理的前因和后果。建议 a) 客户关系管理 (CRM) 是战略性在线声誉管理的先决条件, b) 品牌资产是战略性在线声誉管理的结果, c) 在线工具的使用调节战略性在线声誉管理的效果- 品牌资产的声誉管理和 CRM。

本研究对连锁酒店的在线营销经理进行了定量实证研究。结构方程模型 (SEM) 用于验证所提出的关系。

CRM 是战略在线声誉管理的前身, 战略在线声誉管理和 CRM 对经常使用一系列在线工具的公司的品牌资产产生积极影响。在有限使用在线工具的情况下没有发现这种效果。

希望寻求通过战略性在线声誉管理实现更大品牌资产的旅游公司应实施 CRM 并广泛使用在线工具。

本研究的主要贡献在于：(i) 本研究联合实证分析战略性在线声誉管理的前因和后果; (ii) 本研究探讨了使用在线工具对在线战略（例如在线声誉管理和 CRM）对品牌资产的影响的调节作用; (iii) 本研究探讨了 CRM 在在线媒体中的影响。

The rapid digital transformation (DX) that airlines experienced during the past decade has been proven to be the driving force of significant benefits for the airlines when it comes to cost reduction, branding and revenue opportunities when passengers purchase tickets and ancillaries directly from their websites. This paper aims to contribute empirically to the theoretical approaches of DX and revenue management (RM) with the investigation of the Aegean airlines DX progress, focusing on emerging RM practices and digital distribution channels.

A content analysis of the airlines’ website and social media performance is used to note the current situation combined with previous and upcoming developments. Evaluation of the company’s digitalization progress is approached by using a combination of two selected DX models, the digital transformation maturity (DTM) concept and the technology acceptance model (TAM).

The analysis of qualitative and quantitative secondary data provided by the Aegean airlines indicates that the adoption of a digital evolution marketing plan, enriched with emerging RM practices, is leading to the increase of the bookings coming from the airline’s direct distribution channels (Web & Apps) over those from intermediaries (GDSs). Consequently, Aegean airlines’ DX progress favors cost reduction and revenue increase at the same time.

DX model-based airline steps combined with direct versus indirect ticket purchase pattern compose a tool to evaluate the airline digitalization progress toward revenue integrity and product customization, as the latest trend in customer-centric strategy of businesses and customer relationship management (eCRM).

近十年来的快速数字化改革（DX）证实了航空体验成为航空公司在降低成本、品牌效应、以及收益机会的时候显著受益的驱动因素, 这体现在当乘客通过网站购买飞机票和附加服务的时候。本论文旨在以Aegean航空DX进展为实例, 以事实来验证DX和收益管理（RM）的理论论断, 尤其在新兴RM措施和数字化分销渠道方面。

本论文采用文本分析航空网站和社交媒体表现的方法, 以展示结合过去和未来发展的目前情况分析。本论文通过结合两种DX模型, 数字化改革成熟概念（DTM）以及科技接受模型（TAM）, 对该航空公司的数字化进程进行评估。

本论文对Aegean航空公司的定量和定性的分析结果表明, 数字化改革营销计划, 结合新兴RM措施, 能够增加航空公司直接分销渠道（网站&APP）的订单收益, 相较于中间分销渠道（GDS）。因此, Aegean航空公司DX进程同时也降低了成本和增加了收益。

DX模型航空业措施, 结合直接vs间接售票模式, 能够评估航空业数字化进程改进收益情况和产品定制化的有效工具, 这作为以客户为核心的商业战略和客户关系管理（eCRM）最潮流的趋势。