臺灣博碩士論文加值系統

台灣金融體系長期以來存在著過度競爭的問題，面臨金融市場迅速變遷的環境下，要如何強化金融機構的服務性人力資源，以維持良好的顧客關係管理，進而提升金融市場營運的績效。因此，本研究針對台灣地區之中國信託銀行、台北富邦銀行、玉山銀行及大眾銀行等四間銀行之顧客群，進行探討金融機構中的服務性人力資源和顧客關係管理向進行了相關性的研究，以及資訊應用上的相互影響（中介），以達滿足顧客的需求與市場競爭優勢所進行之研究。本研究採問卷調查法，並透過SPSS 17.0統計工具，進行信度Cronbach’s α、效度KMO值、Bartlett χ2的統計顯著性意義，特徵值，構面總解釋變量，因素分析，並進行敘述性相關。本研究顯示資訊應用改變了顧客關係管理的中介作用，所以服務性人力資源和顧客關係管理之間的關係有高度的相關。這個資訊是很重要的，成功的建立了顧客關係管理與資訊應用的結合，此結果可供金融產業相關人員參考。

In this study we intend to expand human resources and information applications and their interconnected effects (mediation) on customer relationship management in the life insurance industry. We carry out an empirical study using sobel test approaches to obtain significant results. Our new findings show the significant main effect of mediation on the customer relationship management(CRM). Our main conclusion is that we consistently find an important contribution for the main effects of human resources and information applications on The customer relationship management while information applications plays a mediating role that can help enhance and uplift the human resources.

中文摘要 i
英文摘要 ii
摘要 i
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1研究背景 2
1.1.1個案背景介紹 2
1.2研究動機 6
1.3研究目的 7
1.4研究流程 8
1.5研究範圍 10
二、文獻探討 11
2.1金融機構服務性人力資源 11
2.1.1人力資源管理意涵 11
2.1.2人力資源管理的定義 12
2.1.3金融機構服務性人力資源 13
2.2資訊應用 15
2.2.1資訊科技 15
2.2.2資訊系統 16
2.2.3金融機構資訊性服務資源 17
2.3顧客關係管理 19
2.3.1顧客關係管理定義 19
2.3.2顧客關係管理重要性 21
2.4金融機構人力資源與顧客關係管理 23
2.5金融機構資訊應用與顧客關係管理 26
2.6金融機構人力資源與資訊應用 29
2.7金融機構資訊應用在顧客關係影響的中介效果 32
第三章 研究方法與設計 35
3.1研究假設 35
3.2研究理論模型 36
3.3問卷設計 37
3.3.1描述性統計分析 37
3.3.2問卷信、效度分析 38
3.3.3皮爾遜積差相關分析 38
3.3.4階層迴歸分析 38
3.4各變數之操作型定義 39
3.4.1服務性人力資源 39
3.4.2資訊應用 39
3.4.3顧客關係管理 39
3.5因素分析 41
3.5.1服務性人力資源量表 41
3.5.2資訊應用量表 42
3.5.3顧客關係管理量表 43
3.5.4 樣本分析 44
第四章實證分析 45
4.1整體相關係數 45
4.2假設檢定 46
4.2.1服務性人力資源對顧客關係管理的關係 46
4.2.2資訊應用與顧客關係管理的關係 46
4.2.3服務性人力資源與資訊應用的關係 47
4.2.4 中介效果：服務性人力資源因資訊應用的增強影響顧客關係管理 47
第五章 討論與結論 49
5.1 討論 50
5.2 結論 51
5.3研究結果 52
5.3.1服務性人力資源對顧客關係管理呈現正相關 52
5.3.2 資訊應用對顧客關係管理呈現正相關 54
5.3.3服務性人力資源對資訊應用呈現正相關 56
5.3.4服務性人力資源透過資訊應用的強化影響顧客關係管理具有中介之效果 57
5.4研究限制與未來研究建議 59
5.5未來研究方向 60
參考文獻 62
問卷調查表 73









表目錄
表 3.5.1 服務性人力資源之因素分析 41
表 3.5.2 資訊系統應用之因素分析 42
表 3.5.3 顧客關係管理之因素分析 43
表 3.5.4 樣本基本資料表 44



















圖目錄
圖1.4 研究流程圖 8
圖3.2 研究理論模型 36
圖4.1 服務性人力資源與顧客關係線性迴歸圖 46
圖4.2 資訊應用與顧客關係管理線性迴歸圖 46
圖4.3 服務性人力資源與資訊系統應用線性迴歸圖 47

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