顧客關係分離的前因、類型與效果－概念架構與研究命題

The cause ,type ,and effect of the separation of customer relationship-concept construction and research proposition

朱佳琳(Jia-Lin Chu)

指導教授 ： 李伯謙

元智大學/管理學院/企業管理學系/碩士(2006年)

摘要

Shereden的80-20-30原則發現，許多企業，其前20%的顧客創造企業80%的利潤，後30%的顧客反而造成企業50%的損失，表示企業必須保留並創造這20%有價值的顧客，並且結束後30%沒有價值的顧客。本研究舉財富管理銀行來說明，並非所有的顧客對銀行本身都有利益，且都能帶給銀行利潤與好處，若銀行保留住這些沒有價值的顧客，只會增加銀行的負擔，分散注意力，進而減少利潤與收益，所以管理者必須了解，顧客關係的發展，並不是一直獲取、增進，然後無選擇的保留住所有顧客，要開始在顧客關係管理第二階段中挑選出沒有價值的顧客，並進一步的與其解除關係。

本研究發現目前在台灣，對於顧客關係管理的研究幾乎都是強調顧客關係的保留，缺乏研究探討關係結束階段這部份，但已有愈來愈多的學者指出關係結束的重要性，故我們知道一段關係的建立與維持，都將會面臨到結束的可能性，因此更應該重視此部分在學術與實務上的重要性。

本研究將針對關係結束這部份作深入探討，並建立一個顧客關係結束的理論架構運用在財富管理銀行中，提出與以往不同的見解，管理者不僅僅要知道如何去建立關係，還要知道如何解除關係，提供给管理者不同的省思，進一步尋找出最佳的經營管理模式。

關鍵字

顧客關係管理 ； 關係結束 ； 財富管理

並列摘要

Shereden’s 80-20-30 principle has discovered that among many enterprises, the preceding 20% of their customers create 80% of income while the latter 30% of customers cause 50% of enterprises’ loss, indicating that enterprises must maintain and create the 20% valuable customers, and terminate the latter 30% valueless customers. This research takes wealth-managing banks as explanation, not all customers benefit bank itself, and bring profits and advantages to the banks. If banks maintain these valueless customers, they will only increase their burdens, distract their attention, and then reduce profits and income. Therefore, supervisors must understand that to develop the customer relationship does not mean to always obtain, improve, and then maintain all customers without choosing. They have to begin to pick out valueless customers in the second phase of customers relationship management, and further terminate relationship with them.

This research has discovered that in Taiwan at present, almost all researches of customer-relationship management emphasize the reservation of customer relationship, and lack researches and studies on the part of the relationship termination phase. However, there have been more and more scholars pointing out the importance of the termination of relationship. Therefore, we understand that the establishment and maintenance of a relationship will face the possibility of its termination. Hence, we should attribute importance to this part more in academy and practice.

This research will make deep research on the part of relationship termination,establish a theory structure to apply in wealth managing banks, and propose opinions different from others. Supervisors not only have to know how to establish relationship, but also have to know how to terminate relationship. This research provides supervisors different reflection for them to find out the best operating and managing mode.

並列關鍵字

customers relationship management ； relationship dissolution ； wealth management

參考文獻

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