- 學位論文
顧客治理初探:因素探索、模式建構與實證研究-以台灣銀行業為例
CUSTOMER GOVERNANCE: FACTOR EXPLORATION, MODEL CONSTRUCTION, AND THE EMPIRICAL RESEARCH OF PERFORMANCE- TAKING TAIWANESE BANKING INDUSTRY AS AN EXAMPLE
摘要
服務業是台灣經濟主要的驅動力。當中的銀行業所提供的服務或金融商品，是活絡一國經濟與支撐產業發展的基礎。然而，不論是金融海嘯、次貸風暴還是國內激增的銀行分行數，以及未來也將逐漸開放本國銀行登陸開設分行等，這些金融市場的變化帶來的是生機，但同時也讓許多本國銀行面臨更嚴峻的競爭。在IT快速變化與顧客導向的經營環境裡要獲取長期利潤，銀行業必須更有效的管理顧客關係。而學術上有IT治理與公司治理的專有名詞，乃是因治理擁有比管理更寬廣的意涵。因此，本研究以治理的角度來檢視銀行與顧客間的策略關係，並以「顧客治理」一詞詮釋此一觀點，嘗試提出一個顧客治理量表並且建構其因果模型以供驗證。 本研究根據文獻探討與專家訪談來設計問卷量表，並鎖定本國銀行從業人員發放問卷，使用SPSS12.0進行探索性因素分析找出顧客治理涵蓋的因子，爾後進行驗證性因素分析建立顧客治理模型，再以獨立樣本t檢定探討顧客治理與績效間的關係。 研究結果發現：(1)顧客治理一詞，本研究定義為「一包含前端顧客區隔與顧客貢獻評估與中端顧客管理績效以及後端組織資訊分配與適當資源配置的整合機制，使銀行內部能設計出顧客關係管理的策略與制度並建立適當權責分配的組織結構」，(2)顧客治理模式是一個包含「顧客區隔」、「顧客關係管理績效」、「貢獻度評估」和「組織資訊與資源分配」的二階模型，(3)顧客治理機制評分表現佳的銀行，其績效表現也相對較佳，顯示本研究的顧客治理量表有一定的解釋力。
並列摘要
The service industries have been the main power for Taiwanese economy. One of service industries, banking industry, supports the development of many industries in our economy. However, no matter the financial tsunami, increasing bank brunches or the chance that provides Taiwanese banks to operate branches in China, those changes has not only brought new chances but also made Taiwanese banks face more fierce competition. If the banking industry wants to gain long-term profits, they must manage the customer relationship more effectively. There are the special terms of “IT governance” and “corporate governance” which refer that “governance” has more expanded meaning than “management.” Therefore, this study suggested using the point of view of “governance” to improve the relationship between banks and customers, and we took the term of “customer governance” to interpret and proposed a scale of customer governance and established a cause-effect model for verification. This study designed the questionnaire and scale according to the literature review and professional interviews. This study used SPSS12.0 and Amos16.0 for exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), then analyzed the relationship between the score of customer governance and financial performance (EPS, ROA, ROE) by independent sample T test. Our research result: (1) the definition of “customer governance” is “an integrated mechanism which includes customer segmentation and evaluation of contribution in frontline, and the estimation of CRM performance in middle process, and the organization design and appropriate resource allocation to support whole process.” (2) The model of customer governance is a two-step factor model which includes customer segmentation, CRM performance, contribution, and organization information and resource allocation. (3) We can find out that a bank with a good score of customer governance would also have a good financial performance.