顧客關係管理(CRM)運用在信用卡客戶區隔—以T銀行為例

彭再添

doi:10.6838/YZU.2008.00070

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顧客關係管理(CRM)運用在信用卡客戶區隔—以T銀行為例

Applying Customer Relationship Management (CRM) concepts for credit card customer segmentation: An example of T bank

彭再添 , Masters　　Advisor：陳家祥　　

繁體中文 DOI： 10.6838/YZU.2008.00070

個人基本資料；人口統計；呆戶非自願流失客戶；客戶接觸策略；交叉銷售； Customer profile ； Demographics ； Rreluctantly losing account ； Customer connection strategies ； Cross selling

Abstract │ Reference (82) │ Times Cited (9) │ Altmetrics

Abstract 〈TOP〉

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Due to the lack of academic and research documentation for applying CRM on credit card holder; this thesis is aimed to aggregate customer profile, demographics information and bank transactional database to find out different models of contribution for each customer. Further, based on the contribution and risk of the customers, different marketing strategies and sales models were developed in order to create most benefit for the bank without losing customers.
This research is based on bad debt account and reluctantly losing account as target customer of the research model in order to understand customer’s characteristic by test & learn group and then provides the suitable strategy and suggestions for firms. The conclusion suggests that using system analysis for customer’s transaction, is the key point to avoid losing customers. Besides, the customer connection strategies (such as phone greeting) would bring new business innovation and make sure at the beginning of cross selling or next to buy process as well. Therefore, an excellent performance provided by employee who works in frontline operations has the most influence on customer experiences.

Reference ( 82 ) 〈TOP〉

10.ARC 遠擎管理顧問公司(2001)，顧客關係管理深度解析，遠擎。
連結：
13.Bhatia, A. (1999), “Customer Relationship Management,” 1st ed., toolbox Portal for CRM
連結：
20.Bauer, C. L. (1988), “A Direct Mail Customer Purchase Model, ” Journal of Direct Marketing, Vol. 2, pp. 16-24
連結：
25.Chaudhuri, A. and Holbrook M.B., “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, 2001, pp.81-93.
連結：
28.Day,G.S.(1979), “Customer-Oriented Approaches to Identifying Product-Markets,” Journal of Marketing, Vol. 46, Iss. 4, pp.8-19.
連結：

Times Cited (9) 〈TOP〉

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