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研究生:潘茹婷
研究生(外文):Ru-Ting Pan
論文名稱:獲利基礎的顧客區隔模型之研究
論文名稱(外文):An Investigation of the Profitability-based Customer Segmentation
指導教授:陳文華陳文華引用關係練乃華練乃華引用關係
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:56
中文關鍵詞:顧客關係管理顧客滿意度主要往來銀行顧客區隔
外文關鍵詞:Customer SatisfactionCustomer Relationship ManagementDiscriminant AnalysisDecision TreePurchase IntentionsPrimary BankCurrent ProfitabilityCustomer Segmentation
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「顧客區隔」對於企業而言,一直是相當重要的一項議題,唯有做好完善的顧客區隔,才能藉此進行後續的相關顧客選定與自我定位策略,努力提昇市場佔有率。然而,隨著競爭環境的變遷與激烈,吸引一個新顧客所需的成本,較諸維持現有顧客高出甚多,因此如何增進對現有顧客的經營,也就成為現今企業最重要的議題。因此,「顧客關係管理」越來越受矚目,強調以一對一行銷的觀念為基礎,進而建立以顧客為導向的組織,以發展雙方長期關係,以提昇企業長期獲利。此一概念影響所及,也對傳統的顧客區隔理論造成影響,原本針對所有潛在顧客所做的區隔分析,轉而對企業的現有顧客加以區隔,以針對各個區隔顧客發展適合的產品與服務,並藉由不同的行銷手法,增加交叉銷售的機會。
因此,本研究選定國內某知名商業銀行為研究標的,針對其現有顧客,找出新的區隔方式。本研究以分層隨機抽樣方式,委託專業市調公司,對全國各縣市的銀行現有顧客進行電訪,共回收618份的有效問卷,分析對銀行服務構面的重視程度與滿意度。接著,綜合顧客實際的「現有利潤貢獻度」與心理層面的「增加購買意願」兩個構面,可以得到一個區隔矩陣,並以鑑別分析以及資料倉儲的決策樹作為分析工具,找出造成這些顧客區隔的心理因素以及人口統計變數,藉此可以分析不同區隔顧客在各方面的差異,並提供企業做後續行銷策略擬定之參考。
分析的結果,在單一購面的區隔上,兩種分析工具都可以達到約六至七成的預測效力;而在合併「現有利潤貢獻度」與「增加購買意願後」,雖然模型預測能力下降,仍舊可以看出各區隔顧客的主要差異之所在,並根據分析結果,針對各區隔顧客提出行銷相關建議。
Customer segmentation is an important issue for firms. With proper segmentation, corporate could make targeting and positioning strategies for each segment. In the past, most customer segmentation theories focused on the whole market and classify all potential customers. However, for the past several years, customer relationship management (CRM) has received much attention from both the academies and the practitioners. The goal of CRM calls for the building of a customer-centric organization based on one-to-one marketing concept. There are two main drivers behind the popularity of CRM. One focuses on customer loyalty because the profit contributions from old customers are much higher than that of acquiring new customers. And the other puts emphasis on customized service so as to increase customer share (or share of wallet) instead of market share. This trend also influences customer segmentation theories as well. Firms pay more attention to the classification of “existing customers” and develop specific marketing strategies for each segment.
It is well recognized in marketing research that loyalty is highly related to service quality and customer satisfaction. Customer satisfaction has long been considered as a main factor to affect customer loyalty, and ultimately the bottom line of the business. For the past decade, American Customer Satisfaction Index (ACSI) and European Customer Satisfaction Index (ECSI) have been proposed as the de facto measures for customer satisfaction. Research on CSI and loyalty are abundant; however, there is hardly any research on linking CSI with customer segmentation. Hence, the purposes of this research are to combine them and develop a new segmentation concept for existing customers. We try to classify customers by “current profitability” and “purchase intentions” and draw a segmentation matrix. Discriminant Analysis and Decision Tree are applied to find the most significant variables in classifying each group. The research focuses on financial industry. A famous commercial bank in Taiwan offers required customer data.
謝辭 i
論文摘要 ii
Abstract iii
1. Introduction 1
1.1. Research Motivation 1
1.2. Research Objectives and Scope 2
2. Literature Review 4
2.1. Customer Segmentation 4
2.2. Perceived Service Quality 6
3. Research Model 11
3.1. Conceptual Model 11
3.2. Questionnaire Design 14
4. Data Analysis and Results 17
4.1. Data Collection 17
4.2. Analysis on Current Profitability 18
4.3. Analysis on Purchase Intentions 23
4.4. Analysis on Current Profitability & Purchase Intention 28
4.5. Comparison of the Results 34
5. Conclusion 35
5.1. Findings 35
5.2. Contribution 35
5.3. Limitations & Suggestions for Future Research 39
Reference 40
Appendix A: Questionnaire 44
Appendix B: Variable Content 47
Appendix C: Structure of All Effective Samples 49
Appendix D: Demographic Data 51
Appendix E: Discriminant Analysis Result 53
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