銀行業企業金融之服務創新：

以T銀行之法金客服中心為例

論文提要內容銀行業為高度受國家控管的行業，其可所從事的產品種類同質性高，且在金融市場開放後，競爭日趨激烈，因此提升銀行服務品質，提高客戶滿意度，並進一步拉升客戶忠誠度，已是每家銀行必備的發展策略，也是攸關金融業成敗之重要關鍵。本研究以T銀行的法金客戶服務部為例，就該銀行為提供創新服務所創立的新組織，其組織成員、工作職掌、交易流程和所提供的服務項目做一介紹和說明，並也對成立新組織後企業內部所得之效益如工時的簡省和人力的減降，做一說明和分析。研究結果歸納整理如下：一、創新的服務需包含「主動性」和「加值性」金融服務除了應滿足客戶認知應有的基本服務外，尚應提供「主動性」和「加值性」的服務，方可突顯其創新服務的差異性，並提升外部客戶對創新服務的接受度。二、創新的服務除了服務外部客戶，也要同時注重內部客戶創新服務的最大目的，除服務外部客戶、降低其內部人力成本，並優化其作業流程和品質之外，重點是要使企業得以借此產生最大利益。三、創新的服務激發組織新的價值觀創新的服務改變了金融服務業一直以來較為保守且被動的服務型態，改以顧客為中心，主動的提供各樣的貼心且客製化的服務，進而也漸漸改變了組織文化。四、創新的服務造就了員工新的技能由於創新服務由各單位分工改變為提供客戶一全能的單一窗口，所以員工的技能也相對重要；為因應此一需求，藉由不斷的教育訓練，使創新組織的員工俱備了新的技能，不僅得以為客戶提供完善的服務，亦為組織培育人才，發揮最大效能。五、創新的服務使得服務傳遞系統更穩定由於為提供創新的服務，而產生了新的組織型態，新組織有完整的教育訓練，對於產品特性、溝通技巧、客戶習性等，得以完整的傳遞；並有新系統對其客戶資料進行整合和分析，使得服務傳遞系統更為穩定。

關鍵字

金融服務業、法金業務、服務創新、法金客戶服務部

並列摘要

The banking industry is a industry that is highly regulated by the government, as such, the products/services that banks could get involved are high homogeneous. Particularly, after government opened the financial markets in 1990’s, the competition among the banks became increasingly severer. To encounter such challenges, banks have to improve the service quality to enhance customer satisfaction and loyalty. In this study, I used T Bank's corporate banking customer service department as an example. To unveil the organization founded by the Bank for the provision of the innovative services, I further explain the members of the organization, job responsibilities, the transaction process and the services provided in this thesis. Also explore the benefits such as working hours and manpower reduction because of the new organization. The summary is as the following A. Innovative services need to include the so called "initiative" and "value-added". To different their own selves, the banking service should also have "initiative" and "value-added" services besides the basic service which is embedded in customer’s mind. B. Innovative services doesn’t only focus on external customers, but also the internal customers The purpose of innovative services is to serve the external customers, reducing internal labor costs, and optimize the operating processes and quality. However, on top of these purposes, the main purpose is to maximize the benefit of companies. C. Innovative services is to stimulate new values in organization Banking industry has been long viewed as conservative and passive service. Adopting innovative service can alter the stereo type and change to customer-centric by providing all sorts of tailor services. Gradually, the organization culture will be changed to an innovative way too. D. An innovative service develop employees’ new skill sets The innovative services changes to one stop shopping from serving by different functions, thus, employees should all equip with multi skills. To meet with the goal, the banks have to continuously provide the training to enhance the staffs so that customers could really satisfy with the new structure. And the continuous training also enhance employees’ competency. E. Innovative service stabilize the service delivery system To meet with the goal of providing the innovative service, the new organization is more integrated. The new system could also do the data mining of customers’ information to have a better customer profile.

並列關鍵字

Financial Services, Corporate Banking Business, Innovation Service, Corporate Banking Customer Service Department.

參考文獻

洪順慶 (2001)。行銷管理，二版，新陸書局。

莊立民 (2002)。組織創新模式建構與實證之研究，以台灣資訊電子業為例。國立成功大學企業管理研所博士論文，台南市。

Buell, V. P. (1984). Marketing Management: A Strategic Planning Approach. New York, NY: McGraw-Hill.

Betz, F. (1987). Managing Technology-Competing through New Ventures, Innovation, and Corporate Research. London, England: Prentice Hall.

Easingwood, C. J., & Storey, C. (1991). Success Factors for New Consumer Financial Services. International Journal of Bank Marketing, 9(1), 3-10.

國際替代計量

銀行業企業金融之服務創新：以T銀行之法金客服中心為例

未授權

主題瀏覽