- 學位論文
銀行企業金融戶顧客滿意度之研究
The Study of Bank’s Cooperated Customers ’ Satisfaction
摘要
摘要 隨著我國開放民營化的銀行後，國內金融機構則進入百家爭鳴的時代，又隨著金融產品的創新，加上消費者的需求增加，國內銀行則彷效國外大型金融機構成立了金控公司，透過金控公司的成立，來滿足客戶的所有的需求，因為金控公司擁有許多資金及資源，因此造成國內中小型的銀行紛紛無法與金控公司來抗衡，因此資金不足或資本適足率不够的銀行，最後則被大型金控公司合併或與其策略聯盟，如何在激烈競爭的金融時代中，走出一條真正屬於自己的路，則需要靠服務品質及顧客關係管理，深入了解客戶的需求，有差異化才可走出屬於自己的路，與顧客維持良好互動關係，對於關係行銷則能成功的推展，顧客才願意繼續與銀行往來，因此顧客滿意度則自然提升，因此在金融競爭時代是極為重要。 本研究之目的在於探討服務品質、顧客關係管理、關係行銷對顧客滿意度之影響，以本土銀行與外商銀行合併之企金授信戶為對象，探討合併前銀行與合併後銀行之差異，其對金融授信戶的顧客滿意度之影響。本研究採用問卷調查法及深入訪談法，來針對某商業銀行與外商銀行合併之企業金融授信戶為研究對象，共發出100 份問卷，以郵寄、電子郵件、親自送達等方式交至企業金融授信財務部門，因為均是與合併前銀行往來，在合併後繼續往來，因此問卷全部回收，所以回收有效問卷為100份。資料分析結果發現服務品質、顧客關係管理、與關係行銷對顧客滿意度的影響都不顯著，且迴歸模式的解釋能力不高，因此由受訪公司中抽取10家進行深度訪談，進一步瞭解在銀行合併前後、影響顧客滿意度的真正原因。 研究結果顯示： 1. 企金戶會因為銀行合併前與合併後的差異，而對服務品質、顧客關係管理、關係行銷的構面認知有所差異。 2. 對於企金戶而言，服務品質並非有額度後就變好，而是受到銀行整體業務的影響，需要各部門的配合才能提升銀行的顧客滿意度。 3. 銀行的顧客關係管理，需要建立在人際關係上，因此銀行合併前後，對於顧客關係管理，需特別注重，因為這將直接影響到顧客滿意度。 4. 關係行銷對於企金戶是需要銀行額度的配合，若僅以銀行的品牌，來強調關係行銷，則滿意度將無法有效提升。 5. 以銀行而言，所有企金業務是銀行業務的火車頭，銀行的合併最需要注重的是企金客戶，因此勿因為銀行間的合併而造成客戶權益受損。
並列摘要
Abstract Opens the privately operated bank after our country, the domestic financial organ enters the time which hundred school of thought contends, also along with the financial product innovation, consumer's demand increase, the domestic bank imitated the overseas large-scale financial organ to establish the financial holding company in addition, the penetration Financial Holding company the establishment, satisfied the customer all demands, because the The Financial Holding company to have many funds and the resources, therefore created the domestic middle and small scale bank to be unable with the Financial Holding company in abundance to contend with, therefore fund insufficiency or bank of international settlement ratio not bank Finally is controlled by the large-scale gold the consolidation of corporation or if the strategy alliance, how in the steep competition financial time, goes out truly to belong to own road, then needs to depend on the service quality and the customer relates the management, thoroughly understood the customer the demand, has the difference only then to be possible to go out belongs to own road, maintains the good interaction relations with the customer, can succeed promoting regarding the relational marketing, the customer only then is willing to continue and the bank intercourse, therefore customer degree of satisfaction then nature promotion, therefore in the financial competition time is extremely important. Goal of the this research lies in the discussion service quality, the customer relates the management, the relational marketing to influence the customer degree of satisfaction, take the native place bank and business of Jin Shouhsin foreign merchant bank amalgamation the household as the object, after before the discussion merge the bank and the merge difference of the bank, it gives the letter household to the finance influence the customer degree of satisfaction, take the above three constructions surface subject of as the research, uses the questionnaire survey law and the thorough interview law, aims at some commercial bank and enterprise of finance the foreign merchant bank amalgamation gives the letter household is the research object, altogether sends out 100 to ask the volume, Mails, the email, personally delivers and so on the way hands over to the enterprise finance gives the letter finance department, because is with the merge before the bank in tercourse, continues the intercourse after the merge, therefore asked the volume completely recycles, therefore the recycling effectively asked the volume is 100. The analyzing of servicing quality, customer relates the management, and the relational marketing to influence the customer degree of satisfaction is not remarkable, furthermore, the mode for explanation ability is not enough. As the result, I picked up 10 companies to do further interview in order to understand the real reason of customer satisfaction before and after the bank integration. The findings showed that, 1. Corporate companies will have different concepts on serving quality, customer relationship managing, and relationship marketing due to the divergence before and after bank integration. 2. Says regarding business gold household, after the service quality has volume to improve by no means, but is receives the bank overall service the influence, needs various departments the coordination to be able to promote the bank the customer degree of satisfaction. 3. Banks customers relate the management, needs to establish in the interpersonal relationship, therefore front and rear the bank amalgamation, relates the management regarding the customer, must specially pay great attention to, because this directly will affect the customer degree of satisfaction. 4. Relational marketing needs a bank volume coordination regarding business Jin Hu, if only by the bank brand, emphasizes the relational marketing, then the degree of satisfaction will be unable effectively to promote. 5. Says by the bank, all business gold service is the bank service railway engine, the bank merge most needs to pay great attention to is business gold customer, therefore not creates the customer rights and interests merge because of the bank between to suffer injury.