證券業應用知識管理於顧客關係管理之探討

The Research of applying Knowledge Management on Customer Relationship Management for Securities Industry

曹常健(Chang-Chien Tsao)

指導教授 ： 黃天佑

中原大學/商學院/資訊管理研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400639

摘要

[摘要]
國內證券業目前面臨開放外資競爭與金融控股法之實施，因此國際化、大型化與金融商品多元化是未來的趨勢。企業為求生存，必須創造競爭優勢，而客戶是公司寶貴的資產，做好客戶關係管理，可以為企業創造持續的競爭優勢。
獲取一個新顧客的成本遠高於維繫一個舊顧客，因顧客是公司重要的資產來源，故做好顧客關係管理，可為企業創造持續的競爭優勢。
在國內證券業競爭激烈的現今環境下，證券業者想要成功的永續經營，必須要不斷地提昇企業本身的競爭力，而顧客正是企業創造利潤最主要、最直接的來源。

本研究所探討知識管理應用於顧客關係管理，以證券業為研究對象。
本研究係以證券業的員工為對象發放問卷，根據有效問卷共153份進行研究.
資料分析採用敘述性統計分析、相關分析等統計方法加以分析。

在台灣加入WTO之後，商業環境面臨重大改變，因此本研究主要目的在於面臨競爭環境的挑戰下，探討證券業顧客關係管理與知識管理之重要因素認知情形、不同個人背景變項之顧客關係管理與知識管理的差異情形，以及顧客關係管理關鍵因素與知識管理關鍵因素，並探討知識管理影響顧客關係管理的關鍵因素，進而提出具體建議。
　　本研究之研究結論如下：
知識管理與顧客關係管理存在密不可分的關係，透過完善的知識管理應用，能促使顧客關係管理更為成功；完善的組織知識能提高顧客關係管理的績效。最後根據研究結論，提出具體建議，以供證券業界及後續研究者參考。

關鍵字：顧客關係管理、知識管理、證券業 .

關鍵字

知識管理 ； 證券業 ； 顧客關係管理

並列摘要

Abstract
Domestic securities industry is facing the competition of foreign capital and the passing of Financial Holding Company Law.　Internationalization, large-scaling and financial commodity diversification is expected to be the industry ’s irresistible general trend. Enterprises have to create competitive advantages for their survival and customers are their most valuable assets.　Customer relationship marketing will be the mainstream of future marketing.
The cost of obtaining a new customer is higher than holding an old customer.Since customers are their most valuable assets, enterprises have to create competitive advantages by enhancing customer relationship management.
Security industry hopes to have a successful going concern in current competitive environment in Taiwan’s securities industry. The enterprise needs to increase its competition constantly, and customers are exactly the source where the enterprise makes up profits.
Knowledge Management applied to customer relationship management (CRM) explored in this study takes securities industry as an object of study.
this research conducted an empirical study based on 153 respondents of the employees of securities dealers and brokers in Taiwan.
The collected data were analyzed by using descriptive analysis, correlation analysis.
Entering WTO had a great impact on commercial environment in Taiwan. The main purpose of the study was to investigate the important factors as perceive of CRM and KM by securities industry. Take one step ahead to analyze the perception of both groups with different background variables, and to confer KM and CRM’s key factors, finally to explore how KM affects CRM.
According to the findings, conclusions of the study were list as follows:
Perfect organization knowledge could improve the performances of CRM. Finally, recommendations based on the findings and conclusions of the study were made for securities industries and further study.
Keywords：Customer Relationship Management（CRM）,Knowledge Management（KM）, securities industry .

並列關鍵字

securities industry ； customer relationship management ； knowledge management

參考文獻

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