跨國分行CRM系統建置之系統化方法研究: 台灣-越南之銀行CRM個案研究

A SYSTEMATIC METHODOLOGY ON CROSS COUNTRY BRANCH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IMPLEMENTATION- TAIWAN TO VIETNAM BANKING CRM CASE STUDY

阮河寧(Nguyen Ha Ninh)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.02426

摘要

顧客關係管理(CRM)已經在各個行業，尤其是與顧客接觸頻緊的行業普遍運用。該系統提高公司對顧客的知識以及顧客接觸水準，如此，公司可以提高顧客滿意度，保留顧客及公司的長久關係。
銀行業是一個與顧客接觸頻緊的行業的行業。顧客關係管理在該行業大量運用。意識到顧客關係管理的利益，許多越南銀行已經及正在安裝並使用此系統。不過，大部分越南國内銀行對此系統還在考慮過程當中。他們對建設及使用顧客關係管理還缺乏很多經驗。一個共同的建設及使用模式是針對越南銀行有價值的。本研究以實體檢驗銀行家建設及應用CRM系統來建構共同模式。
隨著全球化的趨勢以及臺灣金融市場進入成熟期間，許多臺灣銀行走出國外。他們注重的市場之一是新興市場。臺灣投資者集中的市場也是他們重視的目標。顧客關係管理可以有效率的提高銀行的利潤，所以臺灣銀行在國外發展時可以考慮應用此系統。來自集中許多臺商的越南，我也希望研究出臺灣銀行如何在越南運用顧客關係管理的一個方式。本研究將考量資訊科技革命成果之一：雲端運算在CRM系統的可行性，從而建構該系統的跨國應用模式。

關鍵字

顧客關係管理 ； 銀行 ； 建設 ； 應用 ； 雲端計算 ； 跨國應用

並列摘要

Customer relationship management (CRM) has been applied widely, especially in high customer interaction level industries. The system helps companies improve customer knowledge as well as customer interaction, so, they can satisfy customer`s demand better and keep customer stay with them longer.
Banking industry is a high customer interacting industry, which has applied the CRM broadly. Perceiving the benefit of the CRM in banking business, many Vietnam domestic banks have been applying, constructing this system. However, most of them are just planning of implementing it, with shortage of experience. A general methodology for them as reference is necessary. This research exploits actual experience of the banks` CRM system foundation and implementation to develop a generic method.
With the mature of Taiwanese financial market and globalization trend in the world, many Taiwan banks have expanded abroad recently. Almost of them focus on emerging market or market where there are many Taiwanese customers. And with the fact that the CRM can efficiently and effectively increase their profitability, these banks can consider implementing this system in their abroad branches. Coming from Vietnam, a market with a lot of Taiwanese investors and to be opening to multinational banks, researcher is also eager for defining a method for Taiwan bank to implement the CRM system in Vietnam. Researcher consider cloud computing, one achievement of information technology application capability in building cross country CRM foundation and implementation model

並列關鍵字

Customer relationship management ； bank ； foundation ； implementation ； cloud computing ； cross-country

參考文獻

Documents:

2. “Law on foreign investment in Vietnam”, article 31

3. “Socialist Republic of Vietnam 59/2009 ND-CP decree”

6. Changhua bank, 2006, “ Research on CRM application in financial industry”, pg 10.

7. Chen. Wen Hua ,2000, “ Data warehouse technology application for Customer relationship management”, ,2000.2, pg 132-138