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題 名 | 顧客關係管理關鍵要素探討--以C信託銀行為例=Implemental Factors in Customer Relationship Management--Example of a Banking Service |
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作 者 | 張朝旭; | 書刊名 | 明志學報 |
卷 期 | 37:2 民95.01 |
頁 次 | 頁25-36 |
分類號 | 496.7 |
關鍵詞 | 顧客關係管理; 資料採掘; 銀行業; Customer relationship management; Data-mining; Banking industry; |
語 文 | 中文(Chinese) |
中文摘要 | 銀行內針對顧客關係管理所建置的資訊系統或工作流程將可統合銀行內部各部門的相關行銷活動,減少服務成本提高營運效率。導入顧客關係管理對銀行而言是提升競爭力不可或缺的項目,更是建立良好顧客關係的重要概念,本研究在於探討銀行業導入CRM的過程及其相關因素,主要探討銀行業導入CRM的相關構面及滿意度相關性,透過個案研究法,以歸納方式探討個案,並從中找出一般性法則,其研究過程屬於較非結構化,但卻適用於在實際環境中未確認而極需從實務面歸納出法則的研究課題。結論發現具備良好的企業文化、資訊系統、客服中心及後勤決策機制,加上CRM流程再造,促使C信託銀行的企業競爭力也比其他業者高出許多。 |
英文摘要 | In an extremely competitive marketplace, it is hard to maintain existing customer loyalty for banking organizations. Customer demand and database management are getting more important and complicated, especially with the extending companies, the increases of customer contact, and the globalize market. Customer Relationship Management (CRM) is the main research focus of enterprises. Banking industry is the main focus of this study. The banking industry, providing information-intensive financial services, can enhance its competitiveness through data mining. Moreover, it can improve customer loyalty and financial performance by vonstructing the CRM-oriented data mining. Moreover, it can improve customer loyalty and financial performance by constructing the CRM-oriented data mining strategy, collecting and analyzing customer data, and creating customer value. C company--a representative case is being discussed to explore the key success factors of introducing CRM and Data-Ming application. |
本系統中英文摘要資訊取自各篇刊載內容。