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

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

作者:馬瑞
畢業學校:國立臺灣科技大學
出版單位:國立臺灣科技大學
核准日期:2016-01-15
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--National Taiwan University of Science and Technology....

中文摘要

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.

英文摘要

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.


指導教授 - 劉代洋

委員 - 陳俊男

委員 - 曾國安


 

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