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研究生:許正誼
研究生(外文):Gyi-Xu Zhen
論文名稱:我國銀行業發展顧客關係管理導向的電子商務策略探討
論文名稱(外文):e-Commerce Strategy In Taiwan’s Banking Industry: A Customer Relationship Management Approach
指導教授:劉漢榆劉漢榆引用關係
指導教授(外文):Han-Yu Liu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:125
中文關鍵詞:策略電子商務銀行業顧客關係管理
外文關鍵詞:banking industryelectronic commercestrategycustomer relationship management
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網際網路易學易用及企業競爭全球化的趨勢,帶動電子商務(EC)的蓬勃發展,更開創企業與顧客間的全新關係。銀行業屬於高資訊密集度的金融服務業,可利用電子商務提升競爭力。若能建構顧客關係管理(CRM)導向的電子商務(EC/CRM),藉資訊技術蒐集與了解顧客資訊,貼近顧客需求,以創造顧客價值,必能提昇顧客忠誠度與企業營運效益。本研究以EC/CRM的文獻回顧,輔以EC/CRM的標竿銀行範例(歐美地區的Citibank, Bank of America, HSBC,與台灣地區的荷蘭銀行在台分行、中國信託商業銀行、華信商業銀行),發展四項EC/CRM策略構面與行動方案。續之以台灣地區的銀行業問卷調查所得資料,用因素分析萃取出四個EC/CRM構面中的關鍵工作,包括:(1)在「通路管理面」,增加ATM、mini-branch、網路銀行與客服中心等電子通路,加強服務通路轉換計畫與傳遞客戶資訊標準作業程序等整合性工作,建立主動傳遞資訊以連結顧客的互動性,以通路使用分析提升差異化;(2)在「顧客資料管理面」,做好信用卡與異常交易資料分析、現有與潛在顧客獲利貢獻分析,與提高資料庫完備度及時整合統一顧客資料;(3)在「企業整體策略面」,需建立顧客導向的組織架構與聯繫程序,並整合前後端系統;(4) 在「資訊技術面」,則須優先支援通路管理面的客服中心與WAP建置技術,以及顧客資料管理面的資料庫管理技術。本研究的問卷調查以台灣地區的銀行(本國51家,外商25家)為問卷對象,設計59題問項,採Likert五點量表,衡量業者運用EC/CRM策略的現狀與對營運績效的影響。91年4月郵寄76份問卷,有效回收42份(55%)。其中本國銀行33份(65%),外商銀行9份(36%)。回卷資料以基本敘述統計、信度分析、相關分析、多因子變異數分析等方法檢驗,發現:(1) 通路管理面:應用程度最高者為24小時電話客服中心與網路銀行。(2) 顧客資料管理面:六成以上銀行已部分完成客戶交易電腦化資料庫建置,外商銀行則在顧客交易、消費、獲利性、忠誠度、滿意度、終身價值、服務通路成本與適合度等分析的發展較快。(3) 企業整體策略面:外商銀行多已完成「顧客導向的組織架構」與「與企業端系統整合」的細部作業,本國銀行則仍處規劃評估階段。(4) 資訊技術面:應用程度最高者為EDI系統與客服中心互動式語音服務系統IVR的建置。影響台灣地區銀行業營運績效(營業收入、稅後純益、股東權益報酬率、每股稅後盈餘、營收成長率、獲利率、資產報酬率與員工獲利力)表現的EC/CRM關鍵工作,則包含「通路管理面」的電子通路與互動性通路,「顧客資料管理面」的交易資料分析與資料庫完備度,「企業整體策略面」的顧客導向組織架構,「資訊技術面」的顧客資料管理。最後,經由本研究所作的SWOT分析,建議我國銀行業者應持續提供電子化通路,以提升營運績效。未來,則應強化通路的互動性,加強顧客交易資料的分析,建立顧客導向的組織架構與發展顧客資料管理的技術。
Abstract: Internet revolution and global competition has driven the development of electronic commerce and wholly new relationship between business and customers. The banking industry, providing information-intensive financial services, can enhance its competitiveness through EC. Moreover, it can improve customer loyalty and financial performance by constructing the CRM-oriented EC (ie. EC/CRM) strategy, collecting and analyzing customer data, and creating customer value. After reviewing related EC/CRM study, best practices’ action, and doing the extracted factor analysis, the research has puzzled out four EC/CRM strategy and critical activities, including contact channel management (more electronic channels, active interaction, customer-information-delivery procedure standardization, channel transformation project, channel usage analysis .etc.), customer information management (, analysis of credit-card consumption and unusual transaction, customer profitability analysis, improve database’s function etc.), enterprise-wide strategy (customer-centered organization and communication procedure etc.) and information technology support (call center, WAP system, database management system etc.) The survey was focused on EC/CRM’s condition and the effects on the financial performance of Taiwan’s banking industry. Statistical data analysis included descriptive analysis, reliability analysis, correlation analysis and MANOVA. The results indicated (1) Contact channel management: call center and internet banking are most highly used.(2) Customer information management: above 60% banks has customer-transaction database. Foreign banks emphasize more on customer data analysis.(3) Enterprise-wide strategy: Most foreign banks have exercised customer-centered organization and systematic interconnection with corporate clients.(4) Information technology support: EDI system and IVR system are most highly used. The critical activities which affected the financial performance of Taiwan’s banking industry are:(1) Contact channel: electronic-channel strategy and interaction strategy.(2) Customer information management: transaction analysis and database function.(3) Enterprise-wide strategy: customer-centered organization.(4) Information technology support: database management system. To sum up, the proposal for Taiwan’s banking industry is to continuously provide electronic channels, enhance contact channels’ interaction, transaction analysis, customer-centered organizational structure and database management system.
中文論文摘要…………………………………………………………..Ⅰ
英文論文摘要…………………………………………………………..Ⅱ
致謝詞…………………………………………………………………..Ⅲ
表目錄…………………………………………………………………..Ⅳ圖目錄…………………………………………………………………..Ⅴ
第一章 緒論
1.1研究動機……………………………………………………1
1.2研究背景與目的……………………………………………2
1.3研究範圍與限制……………………………………………4
1.4研究流程 ……………………………………………5
第二章 文獻探討………………………………………………………..9
2.1電子商務內涵………………………………………………9
2.1.1 電子商務定義………………………………………...9
2.1.2 電子商務類型……………………………………….10
2.1.3電子商務的架構……………………………………...11
2.2電子商務發展……………………………………………..11
2.2.1電子商務發展歷程………………………...…………11
2.2.2全球電子商務市場發展……………………………...13
2.2.3銀行業發展電子商務趨勢…………………………...13
2.3銀行業發展顧客關係管理與應用………………………..16
2.3.1顧客關係管理定義…………………………………...17
2.3.2顧客關係管理流程…………………………….……..17
2.3.3銀行業發展顧客關係管理與應用…………………...21
2.4銀行業成功案例策略探討………………………………..21
2.4.1花旗銀行……………………………………………...22
2.4.2美國銀行……………………………………………...27
2.4.3匯豐銀行……………………………………………...29
2.4.4荷蘭銀行……………………………………………...30
2.4.5中國信託商業銀行…………………………………...33
2.4.6華信商業銀行………………………………………...35
2.5銀行業發展電子商務之策略探討………………………..37
2.6銀行業發展電子商務之策略構面內涵與應用…………..40
2.6.1通路管理……………………………………………...41
2.6.2顧客資料管理………………………………………...44
2.6.3企業整體策略………………………………………...50
2.6.4資訊技術……………………………………………...54
第三章 研究方法………………………………………………………60
3.1研究架構………………………………………………….60
3.2問項操作性定義………………………………………….62
3.3研究假設……….………………………………………….64
3.4問卷設計……………………………………………….….66
第四章 問卷資料分析…………………………………………………72
4.1問卷回收率分析…………………………………………..72
4.2受訪銀行基本資料分析…………………………………..72
4.3台灣地區銀行業EC/CRM應用現況分析………………...78
4.3.1通路管理…………………………………………..……78
4.3.2顧客資料管理……………………………………..……80
4.3.3企業整體策略……………………………………..……82
4.3.4資訊技術…………………………………………..……84
4.3.5台灣地區銀行業應用EC/CRM分析……………..……87
4.3.6台灣地區銀行業EC/CRM應用構面之因素分析..……87
4.3.7 EC/CRM構面因素的信度分析………………………..91
4.3.8台灣地區銀行業EC/CRM應用構面相關分析…..……92
4.4銀行業EC/CRM構面策略對績效的差異分析…….……..96
4.4.1台灣地區銀行業EC/CRM構面策略對績效影響.…….98
第五章 結論與建議…………………………………………………..101
5.1台灣地區銀行業EC/CRM應用現況……….….………...101
5.1.1通路管理……………………………………………..101
5.1.2顧客資料管理………………………………………..102
5.1.3企業整體體略………………………………………..103
5.1.4資訊技術……………………………………………..104
5.2台灣地區銀行業四大EC/CRM構面分析………………105
5.2.1台灣地區銀行業四大EC/CRM構面相關性分析….105
5.2.2台灣地區銀行業EC/CRM發展對績效表現的影響..105
5.3台灣地區銀行業發展EC/CRM的SWOT分析………..107
5.3.1本國銀行發展EC/CRM的SWOT分析…………...107
5.3.2本國銀行業發展EC/CRM的建議…………………109
5.4後續研究建議…………………………………………….111
參考文獻………………………………………………………………112
附錄……………………………………………………………………122
附錄一………………………………………………………..122
附錄二………………………………………………………..125
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