顧客價值與顧客關係管理績效之關聯性研究 －以H銀行消費金融部門為例

A RESEARCH INTO THE RELATIONSHIP BETWEEN CUSTOMER VALUE AND PERFORMANCE OF CUSTOMER RELATIONSHIP MANAGEMENT- BASED ON A PERSONAL BANKING DEPARTMENT OF ONE BANK

曾文俊(Wen-chun Tseng)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

在台灣加入WTO之後，金融業的國際化與自由化將國內銀行帶入另一嶄新的境界，各家銀行為因應國際潮流之趨勢，無不積極開拓所屬個人消費金融產品。在眾多個人消費性金融產品中，信用卡則是受到廣大消費者的青睞，銀行業為創造利基並滿足消費者需求，紛紛應用顧客關係管理來分析並提升顧客價值。因而，顧客價值與顧客關係管理績效之關聯性，成為現今服務經濟時代眾所矚目的關鍵課題。
研究目的在探討顧客價值與顧客關係管理績效之關聯性，顧客價值之關鍵構面由功能性價值、社會性價值、情感性價值及顧客認知犠牲等四項構念組成；顧客關係管理績效由顧客滿意度及顧客忠誠度與顧客行為（保留率、重購率與交叉購買率）等組構而成。
本研究係以本國H銀行消費金融部門之信用卡顧客為主要研究範圍，應用顧客價值分析之RFM模式及80/20法則，將重要顧客列為問卷調查的主要研究對象。正式問卷共寄發1300份，回收問卷586份，無效問卷18份，有效問卷共568份，有效問卷回收率為43.69%。
經由整體模式驗證結果發現，顧客價值與顧客關係管理績效兩構面確實存在直接或間接之正向效果；並歸納出四點結論：(1) 顧客價值中功能性價值及社會性價值對於顧客行為具有正向且直接之影響。故此，銀行若要提高顧客關係管理之績效，可藉由增加服務項目之多樣性（功能性價值）及提升社會形象與加強顧客認同感（社會性價值）方面著手；(2) 顧客滿意度對於顧客忠誠度具有正向且直接之影響；(3) 顧客忠誠度與顧客行為之關係則呈現正向且直接之影響，顧客滿意度與顧客行為之關係是經由顧客忠誠度產生間接之影響。故此，銀行對於提升顧客保留率、重購率及交叉購買率之行為，可經由加強服務功能方面之質（無形服務）與量（有形服務）來改善；(4) 顧客價值與顧客行為之關係是經由顧客滿意度及顧客忠誠度，產生間接之影響效果。因此，銀行應以不同的服務產品，不同的行銷通路，滿足不同區隔顧客的個別需求，並達成顧客與銀行雙贏之最佳顧客關係管理之效益。

關鍵字

顧客價值、顧客滿意度、顧客忠誠度、顧客關係管理、RFM模式

並列摘要

After Taiwan became one member of WTO four years ago, the following internationalization and liberalization in financial industry have led domestic banks to a new era. In order to cope with this global trend, all banks strive to develop customer-tailored financial products. Among all these merchandises, credit card is the most popular. Banks want to create their niche and satisfy the customers, so they rely on customer relationship management to analyze and raise customers’ value. Therefore, the relationship between customer value and customer relationship management are the two vital issues in this service-guided era.
The goal of this research is to probe into the connection between customer value and customer relationship management. The former contains functional value, social value, emotional value and customers’ perceived sacrifice, while the latter consists of relationship quality (customer satisfaction and customer loyalty) and customers’ behavior (retention rate, repurchase rate and cross-buying rate).
Based on important credit card holders of one local bank, Bank H, this research employs RFM model and 80/20 Law to carry out a survey. Totally 1300 questionnaires are distributed and 586 are gathered. Deducting 18 invalid questionnaires, valid questionnaires amount to 568. So the recall rate of valid questionnaires is 43.69%.
The results indicate that there’s a direct and positive relationship between customer value and customer relationship management. The conclusions are: (1) Functional value and social value have a positive and direct effect on customer behavior. Hence, if banks want to raise their performance on customer relationship management, they should increase the variety of services (functional value), better their social image and strengthen customers’ identification with banks (social value). (2) Customer satisfaction has a positive and direct influence on customer loyalty. (3) There’s a positive and direct relationship between customer loyalty and customer behavior. However, customer satisfaction and customer behavior are connected via customer loyalty. Consequently, regarding customer retention rate, repurchase rate and cross-buying rate, banks can improve their services’ quality (invisible service) and quantity (visible service). (4) Customer value and customer behavior are related via customer satisfaction and customer loyalty (relationship quality). As a result, banks should offer different services, products, and marketing channels to meet the different needs of consumers. The outcome will be a perfect customer relationship and a win-win situation between banks and their customers.

並列關鍵字

customer management ； customer value ； relationship quality ； RFM model

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