本研究在探討關鍵客戶管理與關係維持是否會影響企業與顧客之間的關係品質。其中將關鍵客戶管理(Key Account Management)、關係維持以及關係品質這三個構面分別深入的探討。關鍵客戶管理觀念主要是從「公司80%的利潤來自20%的關鍵客戶」觀念而來。進而將關鍵性顧客依照其類型的不同而作出不同的決策與管理,來探討對關係維持與關係品質是否能夠有所影響。而良好的關係品質不但能增加顧客的忠誠度,更能提升顧客的滿意度進一步的突顯出對於關鍵客戶管理的重要性。 本研究是以國內各大民營銀行及外商銀行為研究對象,首先提出關鍵客戶管理、關係維持與關係品質等三構面問項評估,透過問卷調查,利用統計方法進行資料分析,以實證本研究所提出理論架構之因果關係。 本文實證結果發現,關鍵客戶管理對關係維持產生顯著的正向影響,關係維持對信任、承諾與滿意度三項也產生顯著的正向影響,管理意涵與結論建議將於本文討論。
To better understand how foreign bank in Taiwan develop successful strategies, this study examines the effects of the key customer management and relationship maintaining on relationship quality. Furthermore, we also explore the effort of relationship maintaining on trust, commitment, satisfy, respectively. This research examines the data of the distributors of foreign bank using linear structural analysis. The findings demonstrate that the impact of key customer management on relationship maintaining is significant positive. This study also finds that relationship maintaining has significant positive impact on relationship quality. Managerial implication and research limitation were also discussed.