自從台灣加入世界貿易組織（WTO），全球化的衝擊日益劇烈，而台灣的國際級觀光飯店亦面臨了強大的競爭壓力，「留住顧客」儼然成了企業生存的關鍵任務。由於能夠提供維繫良好顧客關係的重要功能，顧客關係管理（CRM）已在台灣的國際觀光飯店實施多年，並提供有利的關係處理架構。然而建置顧客關係管理系統所需的龐大成本對於導入的飯店而言仍具相當風險，究竟它能帶來多少回饋？怎樣的系統資源配置才能發揮最大效益？為了解決上述疑慮，本研究希冀透過下述問題的探討與了解來釐清：一、期望能夠了解到在台灣的國際觀光飯店中，什麼是影響效益的關鍵因素？二、期望透過本研究所使用的資料包絡分析法，以標竿效率的觀念找出實施顧客關係管理最有效率的國際觀光飯店。三、期望透過標竿飯店的分析，找出實施顧客關係管理最有效率的資源配置方式。
本研究採用以專家意見做為衡量一致性標準的研究方式，並以資料包絡分析法做為分析的主幹，此分析法目前廣泛應用在標竿學習的管理領域中。透過研究分析，顯示出達到效率境界的國際觀光飯店，也進一步得出最具標竿效率的顧客關係管理資源配置。最終，將提供國際觀光飯店一個更有效與安全建置顧客關係管理系統的參考。

Since Taiwan became a member of the World-Trade Organization (WTO). It made Taiwan more internationalized and globalized. It also took international tourist hotels in Taiwan to a more competitive situation. Retaining customers becomes the crucial task to survive. Due to providing excellent ability to keep great relationship with customers, Customer Relationship Management (CRM) had been conducted in international tourist hotels in Taiwan for years. It provides a useful framework to forge the long-term relationship with their customers. But huge expenditure of conducting CRM system is somehow risky for companies. Is it efficient enough as it costs? What is the most efficient allocation of CRM resource? This study is subject to fill the void of following questions: 1. To verify the key influential factors of CRM among the international tourist hotels in Taiwan. 2. To investigate the results directed by DEA, and identify the benchmarking group among the hotels which implement CRM, through the concept of benchmarking efficiency. 3. To find out the benchmarking allocation of CRM elements through analyzing the allocating situation of the benchmarking hotels.
This study adopts experts opinions as the respondents and proceeds the study with the analysis of DEA, which is a popular methodology for discussing the benchmarking practices. Through the analysis, the result shows the efficiency frontier and the benchmarking group of international tourist hotels. Then the benchmarking allocation of CRM resource is identified. Finally, the practitioners can get the useful information from this study and realize a more efficient and safer way to conduct their own CRM system.

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