台灣區銀行業顧客關係管理之分析

詹益郎 ； 何文榮 ； 許珮婷

《華人經濟研究》 6卷1期 (2008/03) Pp. 45-66

https://doi.org/10.30065/JCER.200803.0004

摘要

在台灣的各種產業中，銀行業最早實施顧客關係管理。在國內銀行競爭激烈的壓力下，銀行如何運用顧客關係管理來鞏固既有顧客、獲取新顧客及有效執行區隔市場策略，十分重要。銀行若要維持市場競爭優勢，必須有良好顧客關係管理；因此，本文將對顧客關係、管理加以深入探討。從文獻回顧發現，顧客關係管理的要素會影響顧客關係管理執行績效，因此本文將探討顧客關係管理要素對顧客關係管理執行績效之影響。本研究採用問卷調查法，問卷發送對象以銀行行員為主，共寄發400份問卷，有效回收率為180份，有效回收率為45%。本研究利用變異數分析及相關性分析，研究結果發現：(1)高階主管支持程度與顧客關係管理執行績效有顯著正向關係；(2)資訊科技建置程度對於顧客關係管理執行績效有顯著正向關係。

關鍵字

顧客關係管理 ； 銀行業 ； 顧客關係

並列摘要

Among all Taiwan, the financial industry has pioneered its practices of customer relationship management (CRM). Confronting with the increasing competitive pressure, Taiwan commercial banks have to know how to properly using their CRM for keeping their old customers and acquiring new customers, and effectively implement their market segmentation strategy simultaneously. In other words, excellent CRM is essential for maintaining the market competitive advantages for the Taiwan commercial banks.
This paper aims to explore the CRM for the various selected banks in Taiwan. Through the literature review, we knew that the performance of CRM was significantly affected by some key elements of the CRM. Therefore, this paper proposed several hypotheses for investigating the impacts of the CRM elements upon the performance of the CRM Questionnaire method is employed for this research, and 400 questionnaires are delivered to the clerks of the various banks. Variance analysis and correlation analysis are used to analyze the 180 effective returned questionnaires. The main research results revealed are: (1) The degree of support from the bank executives has significant positive impact upon the CRM performance. (2) The degree of the construct of the information technology infrastructure has significant positive impact upon CRM performance.

並列關鍵字

CRM ； Taiwan commercial banks ； customer relationship