跳到主要內容

臺灣博碩士論文加值系統

(18.205.192.201) 您好!臺灣時間:2021/08/05 10:46
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:馬小武
研究生(外文):Nikhil Malhotra
論文名稱:台灣銀行業導入顧客關係管理之因素和障礙研究
論文名稱(外文):The Factors and Barriers Affecting the Implementation of CRM in Taiwan''s Banking Industry
指導教授:何建達何建達引用關係
指導教授(外文):Chien-Ta Bruce Ho
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:67
中文關鍵詞:顧客關係管理銀行業因素分析迴歸分析
外文關鍵詞:Customer Relationship Management (CRM)Banking IndustryFactor AnalysisRegression Analysis
相關次數:
  • 被引用被引用:1
  • 點閱點閱:152
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
「顧客是任何商業組織的命脈。」Jain, Jain和Dhar於2007年指出,顧客關係管理(CRM)是管理顧客資訊的一個很重要的方式。成功的顧客關係管理可以滿足顧客的需求、創造競爭優勢和建立顧客忠誠度。
在學術上有很多關於顧客關係管理(CRM)在顧客滿意度、顧客忠誠度上相關的研究。然而,很少有研究以企業觀點去了解其需求、障礙和其他影響顧客關係管理的因素。所以,此研究論文係針對台灣的銀行業,以整體性的觀點,深入探討影響顧客關係管理的因素。本研究根據行政院金融督導管理委員會制訂的產業標準界定台灣的銀行業作為研究樣本,針對20家銀行,共發放161份問卷至顧客服務、行銷和資訊管理相關的部門,回收率89%。
本研究論文主要的貢獻為,經由統計上的因素分析,萃取出四項關鍵因子:商業利益、實踐與實行、創新與多樣性、和商業動態。且經由迴歸分析結果顯示,商業利益與其他兩個自變數皆有顯著性關係;商業動態與商業利益為負相關。另外,研究結果顯示銀行在導入顧客關係管理上有三項障礙,分別為企業內缺乏顧客關係管理文化意願、缺乏足夠預算,和缺乏高階管理者的支持。台灣的銀行業在導入顧客關係管理上最需要的為員工訓練和習慣、適當的知識、對顧客關係管理的研究、和足夠的資金。
最後,本研究藉由深入討論因子間相互影響的關係,考量當前產業情況,提出客觀上的建議。


“Customers are the lifeblood of any business organization” said Jain, Jain and Dhar (2007). Customer Relationship Management (CRM) is an important approach to manage customer information. Successful CRM implementation leads organization to satisfy customer’s demands, create competitive advantage and build customers loyalty.
There are lots of researches discussing CRM in customer satisfaction or customer loyalty. However, few of them stand on an enterprise’s side to know the requirements, barriers and elements affecting the application of CRM. Hence, this study discusses CRM at a deeper level through a holistic perspective attempts to dig out the main factors influencing the implication of CRM in Taiwan’s banking industry. The research subject was chosen based on the Financial Supervisory Commission Executive Yuan, R.O.C. Banking Bureau. A total of 161 questionnaires were distributed to departments relevant to customer service and marketing and information technology. 20 banks participated in this study and the respond rate was about 89%.
The contribution of this study is four main factors extracted via exploratory factor analysis business benefits, implementation/practice, innovation and diversification, and business dynamics. In addition business benefits had significant relationships with the other two independent variables and business dynamics is inversely related to business benefits as indicated by a regression analysis. On the other hand it was also found that there are three serious barriers to CRM in banks lack of cultural readiness, inadequate supporting budgets and senior management commitment. The main requirements for the implementation of CRM in Taiwan banking industry are CRM needs staff training and behavior, proper knowledge and study of CRM and big budget.
Lastly, the relationship between different factors was analyzed and some suggestions were proposed to address the current situation.


Table of Contents
中文摘要 I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES V
LIST OF FIGURES VI
LIST OF APPENDIX VII
CHAPTER-1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH OBJECTIVE 2
1.3 RESEARCH PROCESS 3
CHAPTER-2 LITERATURE REVIEW 4
2.1 EVOLUTION OF CRM 4
2.2 DEFINITION OF CRM 5
2.3 IMPORTANCE OF CRM 7
2.4 PERILS OF CRM 8
2.5 SCOPES OF CRM 9
2.6 PERSPECTIVES IN CRM 12
2.6.1 Process Perspective 12
2.6.2 Strategy Perspective 14
2.6.3 Technology Perspective 15
2.6.4 Customer Perspective 16
2.7 BANKING 17
2.7.1 Definition 17
2.7.2 Banking industry in Taiwan 18
2.7.3 CRM in Banking 21
CHAPTER-3 METHODOLOGY 23
3.1 RESEARCH SAMPLE 23
3.2 QUESTIONNAIRE DEVELOPMENT 23
3.3 DATA PROFILE 25
3.3.1 Gender 26
3.3.2 Age 26
3.3.3 Level of Education 26
3.3.4 Working Experience 26
3.3.5 Designation 27
3.4 ANALYTICAL TOOLS 29
CHAPTER-4 RESULTS 31
4.1 RELIABILITY AND VALIDITY ANALYSIS 31
4.1.1 Reliability Analysis 31
4.1.2 Validity Analysis 32
4.2 EXPLORATORY FACTOR ANALYSIS (EFA) 33
4.3 CORRELATION ANALYSIS 38
4.4 MULTIPLE REGRESSION ANALYSIS 39
4.5 THE REQUIREMENTS OF CRM 42
4.6 THE BARRIERS TO CRM 43
4.7 COMMUNICATION AND OBJECTIVE OF CRM IN BANKS 45
CHAPTER-5 CONCLUSIONS 47
5.1 CONCLUSIONS 47
5.2 MANAGERIAL IMPLICATION 49
5.3 RESEARCH LIMITATION AND FUTURE STUDY 52
REFERENCES 53




1.Alavi, M., Leidner, D. E., 2001, “Review: Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issue,” MIS Quarterly, 25(1), 107-136.
2.Anderson, K., Kerr, C., 2002, “Customer Relationship Management”, Madison: McGraw-Hill, New York, 23(4), 346-350.
3.Bauer, H. H., Grether, M., Leach, M., 2002, “Building customer relations over the internet”, Industrial Marketing Management, 31(2), 155-163.
4.Berry, L. L., 1983, “Relationship Marketing”, In L.L. Berry, G.L. Shostack and G.D. Upah (eds) Emerging Perspectives of Service Marketing, Chicago, IL: American Marketing Association, 22-28.
5.Blattberg, Robert, Deighton, J., 1996, “Manage Marketing by the Customer Equity Test”, Harvard Business Review, 74(4), 136-144.
6. Boulding, William, Staelin, R., Ehret, M., Wesley J. J., 2005, “A CRM roadmap: What We Know, Potential Pitfalls, and Where to Go”, J. Marketing 69(4) 155–166.
7.Boxwell, L., 2000, “Customer Relationship Management: Project A. 87701899”, February.
8.Brown, L., 2005, “Guide to Banks in Taiwan, How to Bank in Taiwan for Your Business Needs”.
9.Brown, S.A. (2000), "From customer loyalty to customer dependency: a case for strategic customer care", in Brown, S.A. (Eds), Customer Relationship Management: A Strategic Imperative in the World of E-business, John Wiley & Sons Canada, Toronto, 71-80.
10.Chen, S. Y., 2005, “Multivariance Analysis (4th Ed.),” Taipei: Hwa Tai Publish, 2-1.
11.Chou, Y. T., 2006, “The Critical Factors for Applying Podcast in Mobile Language Learning”, Unpublished Master Thesis Institute of Electronic Commerce, National Chung Hsing University, Taiwan.
12.Chung, H. P., Young, G. K., 2003, "A Framework of Dynamic CRM: Linking Marketing with Information Strategy", Business Process Management Journal, 9(5), 652-671.
13.Ciou, H. J., 2002, “Quantitative Research and Statistical Analysis in Social and Behavioral Sciences, (2nd Ed.)” Taipei, Taiwan: Wu-Nan Book Inc.
14.Couldwell, C., 1998, “A Data Day Battle”, Computing, 21(7), 64-66.
15.Dean, A. M., 2004, “Links Between Organizational and Customer Variables in Service Delivery: Evidence, Contradictions and Challenges,” International Journal of Service Industry Management, 15(4), 332-350.
16.Dibb, S. 2001, “Banks, Customer Relationship Management and Barriers to the Segment of One”, Journal of Financial Services Marketing, 6(1), 10.
17.Dyché, J., 2002, “The CRM Handbook: A Business Guide to Customer Relationship Management”, Reading, MA: Addison-Wesley.
18.Eriksson, K., Vaghult, A. L., 2000, “Customer Retention Purchasing Behavior and Relationship Substance in Professional Services,” Industrial Marketing Management, 29(4), 363-372.
19.Field, A., 2000, “Discovering Statistics- Using SPSS for Windows” Sage Publication Ltd.
20.Fournier, S., 1998, “Consumers and their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24(3), 343-73.
21.Fox, T., Steve, S., 2001, “Customer Relationship Management- Delivering the Benefits”, White Paper of Secor Consulting.
22.Froman, R. D., 2001, “Elements to Consider in Planning the Use of Factor Analysis,” Southern Online Journal of Nursing Research, 5(2), 1-22.
23.Furash, Edward, E., 1993, “Banking Critical Crossroads”, The Bankers Magazine, 20-6.
24.Galbreath, J., Rogers, T., 1999, "Customer Relationship Leadership: A Leadership and Motivation Model for the Twenty-First Century Business", The TQM Magazine, 11(3), 161-171.
25.Groöroos, C., 1984, “Service Management and Marketing, Lexington,” MA: Lexington Books.
26.Guo, J. M., 2005, Review of strategy, process, and IT in CRM and future development suggestion, Unpublished Master Thesis, Department of Information Management, National Sun Yat-sen University, Taiwan.
27.Harding, D., Cheifetz, D., Scott, D. A., Zeigler, E., 2003, “Unlock the Hidden Potential in Your crm Investments”, McKinsey Company, Retrieved on December 16, 2007.
28.Huang, C. C., Lu, C. L., 2003, “The Processing Functions and Implementation Factors of Customers Relationship Management Systems in the Local Banking Industry”, Journal of Information Management, 5(4), 115-127.
29.Huang, M. H., Tsai, P. H., Wang, J., Liao C. S., 2005, "A Behavioral Economics Approach to Customer Relationship Management", Paper presented at the PACIS Proceedings, Paper 58.
30.Jain, R., Jain, S., Dhar, U., 2007, “Cure- A Scale for Measuring CRM Effectiveness in Service Sector,” Journal of Service Research, 7(1), 37-58.
31.Jones, T.O., Sasser, W. E. Jr (1995), “Why Satisfied Customers Defect”, Harvard Business Review, 73(12), 88-99.
32.Kaiser, H. F., 1974, “An Index of Factorial Simplicity,” Psychometrika, 39(1), 31-36.
33.Karakostas, B., Kardaras, D., Papathanassiou E., 2005, “The State of CRM Adoption by the Financial Services in the UK: An Empirical Investigation,” Information and Management, 42(6), 853-863.
34.Karimi, J., Somers, T., Gupta, Y. P., 2001, “Impact of Information Technology Management Practices on Customer Service,” Journal of Management Information Systems, 17(4), 125-158.
35.Kim, H., Kim, W.G.., 2005, “The Relationship Between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants,” Tourism Management, 26(4), 549-560.
36.Kincaid, J. W., 2003, “Customer Relationship Management: Getting it Right”, Prentice Hall PTR, Upper Saddle River, NJ.
37.Kumar V., Reinartz, W. J., 2005, “Customer Relationship Management- A Databased Approach”, John Wiley & Sons, Inc.
38.Kurtuluş, K., 1998, “Pazarlama Arastırmaları, 6.Baskı”, İstanbul: İstanbul Üniversitesi İşletme Fakültesi Yayını, Yayın No. 274.
39.Lin, F. H., Lin, P. Y., 2002, “A Case Study of CRM Implementation: As Cathay United Bank an Example.” 13th International Conference on Information Management, Taipei, Taiwan, 527-534.
40.Lin, S. M., Cheng, Y. C., 2004, “Multivariate Analysis in Management”, Taipei, Taiwan: Yeh Book Gallery.
41.Ling, R., Yen, D. C., 2001, “Customer Relationship Management: An Analysis Framework and Implementation Strategies”. Journal of Computer Information Systems, 41(3), 82-97.
42.Nunnally, J. C., 1978, “Psychometric Theory,” New York: McGraw-Hill Press.
43.O¨zgenera, S., I˙raz, R., 2006, "Customer Relationship Management in Small–Medium Enterprises: The Case of Turkish Tourism Industry", Tourism Management, 27(6), 1356–1363.
44. Ott, J., 2000, “Successfully development and Implementing Continuous Relationship Management”, e-Business Executive Report, 3(2), 26-30.
45.Pan, S. L., Tan, C. W., Lim E. T. K., 2006, “Customer Relationship Management (CRM) in E-Government: a Relational Perspective,” Decision Support Systems, 42(1), 237-250.
46.Pan, S.L., Lee, F.N., 2003, “Using e-CRM for a Unified View of the Customer,” Communication of the ACM, 46(4), 95-99.
47.Parvatiyar, A., Seth, J. N., 2001, “Customer Relationship Management Emerging Practice, Process and Discipline”, Journal of economic & social research, 3(2), 1-34.
48.Payne, A., Frow, P., 2005, "A Strategic Framework for Customer Relationship Management", Journal of Marketing, 69(5), 167-176.
49.Peppard, J., 2000, “Customer Relationship Management (CRM) in Financial Services,” European Management Journal, 18(3), 312-327.
50.Peppers, D., Rogers, M., 1995, “A New Market Paradigm: Share of Customer, not Market Share”, Planning Review, 23(4), 278-81.
51.Peppers, D., Rogers, M., 1999, “The One to One Manager: Real- World Lessons in Customer Relationship Management”, Double Day New York, NY
52.Ramendra, T., 2005, Customer Satisfaction, Behavior Intention, Attitude, and Knowledge: Focus on the Antecedents of Relationship Share in the Context of Customer Relationship Management (CRM), Department of Marketing, Unpublished PhD Thesis, Southern Illinois University, Carbondale, Illinois, US.
53.Reinold, C. M., 2007, Development and Initial Validation of a Self-efficacy Scale for Use With Registered Dietitians Working With Overweight Youth, Unpublished PhD Thesis, University of Alabama, Birmingham.
54.Reynolds, J., 2002, “A Practical Guide to CRM”, Gilroy, CA: CMP Books.
55.Rigby, D. K., Reichheld, F. R., Schefter, P., 2002, "Avoid the Four Perils of CRM", Harvard Business Review, 80(2), 101-109.
56.Rogers, M., 2005, “Customer Strategy: Observation from the Trenches”, Journal of Marketing, 69(4), 262-263.
57.Ryals, L., Knox, S., 2001, “Cross-Functional Issues in the Implementation of Relationship Marketing through Customer Relationship Management”, European Management Journal, 19(5), 534–542.
58.Si, S., Cullen, J. B., 1998, “Response Categories and Potential Cultural Bias: Effects of an Explicit Middle Point in Cross-Cultural Studies,” International Journal of Organizational Analysis, 6(3), 218-230.
59.Skaates, M. A., Seppanen, V., 2002, “Managing Relationship-Driven Competence Dynamics in Professional Service Organizations”, European Management Journal, 20(4), 430–437.
60.Swain, W., 1998, “Customer Relationship Management”, White Paper, SAS Institute, Cary, NC, p. 1.
61.Swift, R. S. (2001). “Accelerating Customer Relationships – Using CRM and Relationship Technologies”, Prentice-Hall PTR, 480.
62.Tang, T. T., Liou, W.L., (Eds.), 2005, “Customer Relationship Management,” Taipei, Taiwan: Chwa.
63.Teng, K. L. L., Ong, S. G., Ching, P. W., 2007, “The Use of Customer Relationship Management (CRM) by Manufacturing Firms in Different Industries: A Malaysian survey,” International Journal of Management, 24(2), 386-397.
64.Teo, T. S. H., Devadoss, P., Pan, S. L., 2006, "Towards a Holistic Perspective of Customer Relationship Management (CRM) Implementation: A Case Study of the Housing and Development Board, Singapore", Decision Support Systems, 42(3), 1613-1627.
65.Wa, P. L. K., 2001, “The Critical Success Factors of Customer Relationship Management (CRM) Technological Initiatives,” Unpublished Master Thesis, Concordia University, Montreal, Quebec, Canada.
66.Wang, B. J., 2006, “SPSS in Windows of English Edition and Behavior Science Research, (3rd Ed.)”, Taipei, Taiwan: Psychological Publishing.
67.Werthner H., Ricci F., 2004, “E-commerce and tourism,” Communications of the ACM, 47(12), 101-105.
68.Wheeler, C., “Guide to Working With Banks in Taiwan, Start Making Business Transactions with Banks in Taiwan”.
69.Winer, R. S., 2001, “Customer Relationship Management: A Framework, Research Directions, and the Future”, Hass School of Business, University of California at Berkeley, USA.
70.Wu, M. L., 2003, “Statistical Application and Learning Practice in SPSS - Questionnaire Analysis and Applying Statistic,” Taipei, Taiwan: ACORE.
71.Xu, Y., Yen, D. C., Lin, B., Chou, D. C., 2002, “Adopting Customer Relationship Management Technology”, Industrial Management & Data Systems, 102(8), 442-452.
72.Zablah, A. R., Bellenger, D. N., Johnston, W. J., 2004, "An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a Common Understanding of an Emerging Phenomenon", Industrial Marketing Management, 33(6), 475- 489.


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top