票券金融業之顧客價值與顧客關係管理績效研究-以兆豐票券公司為例

貨幣市場是整個金融市場的一環，政府創辦貨幣市場的目的，在於促進合格商業票據與政府證券之流通，並配合經濟發展之需要，便利工商企業短期資金調度。而健全活潑的貨幣市場主要功能，在於匯集並運用短期資金，以作為資金供給者及需求者之媒介，使擁有短期剩餘資金之放款者與缺乏短期資金之借款者，藉貨幣市場之交易溝通。對於票券公司之顧客價值與顧客關係管理績效研究是本研究之主題，經過遴選票券業者發行及買入金額與市占率最高票券公司，經文獻分析後進行深度訪談，從訪談中找出顧客價值四構面(功能性、社會性、情感性、顧客性認知價值)與顧客關係管理績效(顧客滿意度、忠誠度、顧客行為)上之管理績效指標，以供業界參考。

關鍵字

顧客價值；顧客關係管理績效；金融票券

並列摘要

Money market is a part of the financial markets, the Government established the purpose of the money market, is to promote compliance of commercial paper and government securities in circulation, and in line with the needs of economic development, facilitate short-term cash management businesses. And sound and lively main function of the money market, short-term funding is pooled and used to serve as fund suppliers and demanders of the media, so that short-term surplus funds with the lender and the borrower lack of short-term funds, money market transactions through communication. For financial companies with Customer Relationship Management Customer Value Performance is the theme of this study, the selection of voting securities industry through the issue of share issue and buy the highest amount of votes in securities companies, the literature analysis, depth interviews, from the interview to find the four dimensions of customer value (functional, social, emotional, cognitive value of the customer) and customer relationship management performance (customer satisfaction, loyalty, customer behavior) on the management performance indicators, have been for the trade's reference.