- 期刊
銀行E化研究：以顧客關係管理系統為例
A Study of the Bank's Establishment on Customer Relationship Management
摘要
顧客關係管理(CRM)為企業e化過程中最重要的策略議題，以往CRM相關研究都侷限於以國外個案在系統層面建置或策略實施為探討重點，忽略以使用者認知角度評估CRM導入之關鍵因素。本研究以銀行業為例，分析銀行業導入CRM意願之關鍵因素，以及目前CRM在銀行業應用現況，並探討已導入CRM銀行與未導入CRM銀行使用者的認知差異性。研究結果發現，已導入CRM銀行著重在資料倉儲的應用，銷售業績與預期成效都有明顯的提昇，而未導入CRM銀行認為在電話中心的使用最重要。建議未來應朝向顧客資料分析及不同溝通管道整合應用。透過此次CRM在銀行業的初探，期望提供給管理者在實行CRM時之決策參考。
並列摘要
Customer Relationship Management (CRM) provides a powerful information management system which can help enterprises to understand their existing customers, attract profitable potential customers, and cross-sell to make more profits. Because of the importance of the willing to the establishment of CRM and the lack of related empirical studies, this research attempts to explore the critical factors of the intention toward the using of CRM and investigate the differences on the willing between the banks that have established CRM systems and the banks that have not yet established CRM systems. Base on the research, we find that the banks that have established CRM systems emphasize on data warehouse and the banks that have not yet established CRM emphasize on the utilization of phone center. This result provides suggestions to the banks that have not yet established CRM systems should emphasize on data warehouse and the utilization of multi-channel to customers.