應用e-CRM觀點對顧客滿意度與顧客忠誠度影響之研究-以花旗銀行為例

Perspective to explore electronic customer relationship management between customer satisfaction and loyalty -The Citibank as an Example

潘皚亦(Ai-Yi Pan)

指導教授 ： 劉春初

長榮大學/管理學院/國際企業學系(所)/碩士(2010年)

https://doi.org/10.6833/CJCU.2010.00124

摘要

隨著政府在近幾年陸續對台灣的銀行業改制開放後，國內的金融機構家數急遽攀升，再加上台灣加入世界貿易組織（World Trade Organization；WTO，以下簡稱 WTO）與簽訂兩岸金融監理合作瞭解備忘錄（Memorandum of Understanding；MOU），以及近期準備簽訂的兩岸經濟合作架構協議（Economic Cooperation Framework Agreement；ECFA），代表著金融業即將面臨充滿競爭的環境。截至2010年1月底，本國銀行家數達37家，分支機構總數高達5,977家，平均一間銀行業所服務人數少於4,000人，藉此可以發現國內銀行的競爭已進入白熱化的競爭階段，每間銀行為了在競爭激烈的環境中取得競爭優勢，無不使用創新的通路、行銷、服務、科技等來吸引顧客，進而提昇自身的服務品質及服務內容。
本研究目的為探討電子化顧客關係管裡（e-CRM）、顧客滿意度與顧客忠誠度間的關係，並以使用過花旗銀行服務為研究對象，問卷發放數為300份，回收272份問卷，回收率達90％，在以敘述性統計、相關分析、因素分析、信效度分析與迴歸分析進行資料分析，研究結果將歸納如下：
ㄧ、e-CRM之應用對顧客滿意度有部分正向顯著影響。
二、e-CRM之應用對顧客忠誠度有部分正向顯著影響。
三、顧客滿意度對顧客忠誠度有部分正向顯著影響。

關鍵字

電子化顧客關係管理 ； 顧客滿意度 ； 顧客忠誠度 ； 銀行

並列摘要

As the Taiwanese government gradually opens up the country’s banking sector in recent years, the number of financial institutions of Taiwan has increased rapidly. Also as Taiwan has joined the World Trade Organization (hereinafter referred to as WTO), Memorandum of Understanding (hereinafter referred to as MOU) and Economic Cooperation Framework Agreement (hereinafter referred to as ECFA) the country’s banking sector will be facing a more competitive environment.
Till the end of January 2010, the number of the domestic banks is up to 37, and the total number of the branches is up to 5,977, the average number of the customers served in each branch is less than 4,000. The competition of the domestic banks has reached its high point. As all banks wish to be more competitive in such an environment, new advertising and marketing skills are taken. New banking services and technology are also provided in order to attract more customers. The quality and variety of the banking services are also developed due to the highly competitive environment.
The study aims to discuss the relationship among three aspects including the Electronic Customer Relationship Management, Customer Satisfaction, Customer Loyalty, and we choose citibanks users as subject. And the following results are concluded by statistics and analysis:
1. Using e-CRM had obvious on the customer sstisfaction..
2. Using e-CRM had obvious on the customer loyalty.
3. Customer satisfaction had obvious on the customer loyalty.

並列關鍵字

Electronic Customer Relationship Management ； Customer Satisfaction ； Customer Loyalty ； banking

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