- 學位論文
以平衡計分卡觀點探討證券業實施顧客關係管理對經營績效之影響
Using The Balanced Score Card to Evaluate the Implementation of Customer Relationship Management System on Business Performance for Securities Company in Taiwan
摘要
摘 要 國內證券業在競爭激烈的環境下，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，顧客正是企業創造利潤最主要、最直接的來源。CRM則為推動企業績效成長的主要因素。傳統績效評估過度偏重財務性指標，傳統績效評估的缺點在於無法精確估算企業無形資產與能力的價值，因此Kaplan and Norton (1992)認為管?階層在進?決策時，應同時考慮財務性及非財務性的指標，並據以提出「平衡計分卡」多面向衡量組織績效。 但一般文獻對於證券業實施CRM的績效評估較少，本研究乃以平衡計分卡觀點探討證券業實施顧客關係管理對經營績效之影響。因研究限制則以元大證券中部地區的業務同仁為問卷調查對象，共發放268份，回收有效樣本149份，回收率55.6%。本研究使用SPSS12.0軟體進行統計分析，由研究結果得知，公司的資訊資本、顧客資本對營運績效、顧客績效構面、財務績效構面有顯著正向相關；CRM涉入程度中的顧客關係導入、顧客關係維持對營運績效、顧客績效構面、財務績效構面有顯著正向相關；但人力資本對各構面之間皆無正向相關。由研究結果可知企業導入CRM後，可以帶來競爭優勢，的確會提昇客戶忠誠度和滿意度，公司也因此增加營業額。但在人力資本方面應該多聽員工心聲，符合實際需求。
並列摘要
ABSTRACT In the highly competitive securities industry, securities firms need to constantly improve their competitiveness so as to successfully obtain sustainable management. For them, customer is the major and most direct source of profits. Customer relationship management (CRM) is then a main factor that can propel the growth of corporate performance. Traditional performance evaluation systems have excessively focused on financial indexes. The drawback of these systems is that they are unable to accurately estimate the value of intangible assets and capabilities of an enterprise. Thus, Kaplan and Norton (1992) argued that before a management decision is made, both financial and non-financial indexes should be considered, and organizational performance should be measured from multiple perspectives using The Balanced Score Card. Among the present studies of the securities industry, not many have evaluated the performance of CRM in the securities industry. Thus, this study attempted to explore the effects of implementation of CRM on business performance of the securities industry using The Balanced Score Card. Due to research constraints, only sales personnel of Yuanta Securities in Central Taiwan were surveyed. A total of 268 questionnaires were distributed, and 149 valid responses were collected. The valid response rate was 55.6%. The collected data were statistically analyzed on SPSS 12.0. The research findings indicated that information capital and customer capital are positively correlated with operating performance, the customer performance perspective, and the financial performance perspective. Initiation and retention of customer relationship with intermediate level of CRM involvement are also positively correlated with operating performance, the customer performance perspective, and the financial performance perspective. However, human capital does not have any positive relationship with any perspective. From research findings, it could be discovered that introduction of CRM could bring enterprises competitive advantages, enhance customer loyalty and satisfaction, and also increase sales revenue. However, in the aspect of human capital, securities firms should pay more attention to the voice of employees, so as to satisfy practical needs of customers.