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研究生:王浩權
研究生(外文):Wang,Hao-Chuan
論文名稱:票券金融業之顧客價值與顧客關係管理績效研究-以兆豐票券公司為例
論文名稱(外文):The Study of Customer Value and Relationship Management Performance in Bill Bank -Mega Bill company as an Example
指導教授:周少凱周少凱引用關係
指導教授(外文):Chou,Shao-Kai
口試委員:理陳國孫德修
口試委員(外文):Lee, Chen-KuoSun, Te-Hsiu
口試日期:2011-06-03
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:高階主管企管碩士在職專班
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:2011
畢業學年度:99
語文別:中文
論文頁數:79
中文關鍵詞:顧客價值顧客關係管理績效金融票券
外文關鍵詞:customer valuecustomer relationship management performancebill bank
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貨幣市場是整個金融市場的一環,政府創辦貨幣市場的目的,在於促進合格商業票據與政府證券之流通,並配合經濟發展之需要,便利工商企業短期資金調度。而健全活潑的貨幣市場主要功能,在於匯集並運用短期資金,以作為資金供給者及需求者之媒介,使擁有短期剩餘資金之放款者與缺乏短期資金之借款者,藉貨幣市場之交易溝通。
對於票券公司之顧客價值與顧客關係管理績效研究是本研究之主題,經過遴選票券業者發行及買入金額與市占率最高票券公司,經文獻分析後進行深度訪談,從訪談中找出顧客價值四構面(功能性、社會性、情感性、顧客性認知價值)與顧客關係管理績效(顧客滿意度、忠誠度、顧客行為)上之管理績效指標,以供業界參考。
Money market is a part of the financial markets, the Government established the purpose of the money market, is to promote compliance of commercial paper and government securities in circulation, and in line with the needs of economic development, facilitate short-term cash management businesses. And sound and lively main function of the money market, short-term funding is pooled and used to serve as fund suppliers and demanders of the media, so that short-term surplus funds with the lender and the borrower lack of short-term funds, money market transactions through communication.
For financial companies with Customer Relationship Management Customer Value Performance is the theme of this study, the selection of voting securities industry through the issue of share issue and buy the highest amount of votes in securities companies, the literature analysis, depth interviews, from the interview to find the four dimensions of customer value (functional, social, emotional, cognitive value of the customer) and customer relationship management performance (customer satisfaction, loyalty, customer behavior) on the management performance indicators, have been for the trade's reference.

目 錄
頁次
中文摘要 ...ii
英文摘要 ..iii
誌謝 ..iv
目錄 ...v
表目錄 .vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 5
第五節 研究限制 7
第二章 文獻探討 8
第一節 票券金融業發展顧客關係管理概況 8
第二節 顧客價值 11
第三節 顧客關係管理績效 .. 17
第四節 顧客價值與顧客關係管理績效的關聯性 .. 23 第三章 研究方法與設計 .. 24
第一節 研究架構 25
第二節 研究方法 26
第三節 抽樣方法選擇與研究對象 29
第四節 資料蒐集方式與分析方法 30
第五節 研究之信度與效度 33
第四章 研究資料分析 35
第一節 營建業者對票券金融業者在顧客價值和顧客關係管理績效在功能性
構面影響 36
第二節 營建業者對票券金融業者在顧客價值和顧客關係管理績效在社會性
構面的影響 39
第三節 營建業者對票券金融業者在顧客價值和顧客關係管理績效在情感性 構面的影響 41
第四節 營建業者對票券金融業者在顧客價值和顧客關係管理績效在顧客認
知犧牲性構面的影響 42
第五章 結論與建議……………………………………………………………… 46
第一節 研究結論……………………………………………………………… 46
第二節 管理意涵……………………………………………………………… 49
第三節 研究建議……………………………………………………………… 52

參考文獻
一、中文部分 53
二、英文部分 55
附錄一、票券金融業之顧客價值與顧客關係管理績效訪談問卷 60
附錄二、訪談逐字稿 61


表 目 錄
頁次
表 2-1 顧客價值的定義 12
表 2-2 Stone的RFM模型架構 16
表 2-3 顧客滿意度的定義 20
表 3-1 訪談對象總覽 29
表 3-2 資料蒐集方式總覽 30


圖 目 錄
頁次
圖 1-1 本研究之研究流程圖 6
圖 3-1 關聯架構圖 25

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