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題名 | 從顧客關係管理的觀點探討臺灣地區銀行業發展電子商務的策略=A Customer Relationship Management Approach to a Study of E-Commerce Strategy in Taiwan's Banking Industry |
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作者 | 劉漢榆; | 書刊名 | 交大管理學報 |
卷期 | 23:2 2003.12[民92.12] |
頁次 | 頁1-36 |
分類號 | 562.3 |
關鍵詞 | 顧客關係管理; 電子商務; 銀行業; 策略管理; Customer relationship management; Electronic commerce; Banking industry; Strategic management; |
語文 | 中文(Chinese) |
中文摘要 | 電子商務(EC)正重塑企業與顧客的關係。顧客關係管理(CRM)則在區分顧客,提供量身訂製的服務,以創造顧客對企業的終身價值。銀行業若能建構CRM導向的電子商務(EC/CRM)策略,重新審視產品與顧客的經營,將可獲致成功。本研究以通路管理策略、顧客資料管理策略、企業整體策略與資訊技術應用策略等四個策略性構面,理序出臺灣地區標竿銀行的相關作為,並藉問卷探討臺灣地區76家銀行運用EC/CRM策略的情形與其對營運績效的影響。問卷有效回收42份(55%),發現:(1)在通路管理策略面,業者已普遍應用24小時電話客戶服務中心與網路銀行;(2)在顧客資料管理策略面,近60%的銀行完成客戶交易電腦化資料庫建置,但外商銀行在顧客資料分析與利用的發展較快;(3)在企業整體策略面,外商銀行多已建立顧客導向的組織架構與企業端的系統整合,反觀我國銀行仍在規劃評估;(4)在資訊技術應用策略面,則以EDI與IVR為主。影響經營績效表現的EC/CRM關鍵工作,則包含通路管理策略面的電子化與主動性,顧客資料管理策略面的交易分析與顧客資料完備度,企業整體策略面的顧客導向作業管理,與資訊技術應用策略面的資料分析技術管理。經由SWOT分析,建構我國銀行應強化電子化通路,增加通路的互動性,建立資料分析的技術能力,並建構以顧客為中心的組織架構。 |
英文摘要 | Electronic commerce (EC) is changing the relationship between customers and producers in ways more profound than people can yet imagine. Customer relationship management (CRM) means segmenting customers and tailoring offerings to create lifelong value. The EC strategy on CRM (EC/CRM), reshaping the way business looks at products and clients, is the ultimate key to success in the banking industry. In this study, four EC/CRM strategies with activities, puzzled out from the best practices of Taiwan's banking industry, are examined through a questionnaire to the 76 banks in Taiwan. An empirical result, based on 42 respondents, indicated that: (1) Call centers and Internet banking are most highly applied in the channel management strategy; (2) About 60% of the banks have been implementing their customer-transaction database, but foreign banks have put more efforts on customer value analysis in the customer data management strategy; (3) Most foreign banks have exercised customer-centric organizations and systematic interconnection with corporate clients, but few of domestic banks fulfill themselves in such works in the enterprise-wide strategy; (4) EDI and IVR systems are most applied in the information technology support strategy. And the factors effective on EC/CRM to link business success are electronic channels and active interaction, transaction analysis and attainable richness/reach of customers' data, customer-centric organizations, and data analytical technology management. According to SWOT, the domestic banks should provide more electronic channels, enhance interaction, implement data analytical technology, and develop a customer-centric organization. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。