摘 要

國內自1990年起陸續開放民營銀行設立，銀行業間之競爭即進入戰國時期，而隨著政府加入WTO以及與大陸簽訂MOU、ECFA之後，金融自由化、國際化之腳步更形加快，也導致國內金融環境之業務競爭益趨白熱化。銀行業者為因應當前多變且競爭激烈之金融環境，以及面對國內廠商逐漸外移之趨勢，除得加強從業人員專業之知能，更得加強化內部組織，做好顧客關係管理，俾提高客戶滿意度與忠誠度，以促進顧客往來意願，期穩固經營基礎，締造雙贏局面。
在金融機構裡，授信業務一向為重點核心項目，尤其目前國內各銀行之盈餘仍有70% 以上來自於放款利息收入。銀行藉由顧客授信往來，一方面可深層瞭解該顧客，另一方面銀行更可引申拓展及其上下游產業、合作廠商等之業務開發。而金融授信人員所扮演的角色，除了本職辦理授信業務之外，更得廣泛涉獵各類資訊，以利於全方位行銷、走動式拓展服務。因此銀行一般多賦予授信人員相當重要的職責，其不僅擔任客戶來行洽商資金取得之角色，更要深入瞭解客戶，為客戶量身訂製適合之各類金融商品，進而協助客戶財務規劃，促使客戶便利往來，兼而達成銀行交付的使命。因此有關金融授信人員之顧客關係管理，對於顧客滿意度、顧客忠誠度以及未來往來意願之課題，頗值得深入研究探討。
本研究係以合作金庫商業銀行(以下簡稱為合庫)之授信往來客戶為對象進行調查，問卷調查主要目的在於探討授信人員與授信顧客之間有關「顧客關係管理對於顧客滿意度、顧客忠誠度以及未來往來意願之關聯性探討」，藉以提供銀行行銷與管理策略之規劃，以加強行員各項專業知能，提升服務效率與態度，俾建立長期良好穩固之顧客關係管理，厚實銀行之競爭力與營運基礎。
本研究目的經實證分析結果為：『授信人員之顧客關係管理績效與顧客滿意度具有正向關係，顧客滿意度對於顧客忠誠度亦具有正向之影響；且研究結果亦顯示前三者對於顧客未來往來意願亦有正向之關聯性』；另外本研究從實證裡更深層探討各項分析數據結果，發現另有隱含意涵：『當顧客之身份愈趨顯要，與銀行授信業務往來過程中之授信條件洽商，將越具有談判與議價籌碼，並可獲得較佳之授信條件與服務』。並亦從問卷中探索出『銀行業裡滿意度高與忠誠度高之顧客，雖然對未來往來意願有正向的影響，但顧客之未來往來意願會因市場之價格(如：利/費率、額度)或非價格(如：擔保條件、服務)競爭對其越有利，則目前雖屬滿意、忠誠之顧客，終將會激發出個人深層意識裡之成本與利益考量，而改變態度轉向他行往來』。

關鍵詞：顧客關係管理、顧客滿意度、顧客忠誠度、未來往來意願

ABSTRACT
Resulting from the liberalization of private bank establishment in 1990, competition within the banking industry intensified. With Taiwan joining the World Trade Organization and its recent passing of MOU and ECFA agreements with Mainland China, coupled with the accelerated rate of globalization, the level of competition within the banking industry increased dramatically. Thus in response to the multi-faceted competitive financial environment and gradual relocation of domestic firms, many attempt to stabilize its performance through forming mutually-beneficiary relationships and deepening its relation with existing customers whilst exploring new clienteles; increasing the knowledge and training of bank loan officers; strengthening its internal organization to allow better customer relationship management (CRM). All in turn, creates greater customer satisfaction, higher customer loyalty and intention for future trades.
Lending practice is of core importance for banking institutions, amounting to 70% of corporate revenue derived from loan interests. Through lending practices, banking institutions gains greater understanding of customers’ business strategy, operation management, organization human resource structure, and their financial positions. Additionally, it allows banks to expand operations to other industry members or establishing business partnerships through extended service offerings.
Based on borrowing clients of Taiwan Cooperative Bank (TCB), this study investigates the effect of CRM in affecting customer satisfaction, customer loyalty, and behavior intentions. The study aims to provide strategic marketing plans and industry specific knowledge, assisting banks to increase their efficiency and quality of service offerings. A better CRM planning postulated by this study aims to assist firms in consolidating its operation and increase competitiveness.
Our study finds positive association between loan officer’s effective CRM and customer satisfaction, as well as customer satisfaction on customer loyalty. Further, CRM, customer satisfaction and loyalty are positively associated with the future behavioral intention of existing customers. A closer observation on data collected reveals significant inherent implications: prominent customers were found to possess greater negotiation and bargaining power, and receive more favorable lending conditions and service provided. Lastly, the result indicates that an increase in price related (rate, charge, or quota) or non-price related (loan conditions or services) market competition affects those of high loyalty customers, driving them to seek for or switch to alternative financial service provider.

Keywords: Customer Relationship Management, Customer Satisfaction, Customer Loyalty, Behavioral Intention

目 次
摘 要 …………………………………………………………………………………iii
ABSTRACT……………………………………………………………………………v
誌 謝…………………………………………………………………………………vii
目 次…………………………………………………………………………………ix
表目錄………………………………………………………………………………xi
圖目錄 ……………………………………………………………………………xiii
第一章 緒論…………………………………………………………………………1
1.1研究背景……………………………………………………………………1
1.2研究動機……………………………………………………………………3
1.3研究目的……………………………………………………………………7
1.4研究流程……………………………………………………………………8
1.5研究範圍……………………………………………………………………10
第二章 文獻探討 …………………………………………………………………11
2.1 顧客關係管理相關文獻探討 …………………………………………11
2.2 顧客滿意度相關文獻探討………………………………………………20
2.3 顧客忠誠度相關文獻探討………………………………………………26
2.4 未來往來意願相關文獻探討……………………………………………34
2.5 各構面之間關係相關文獻探討…………………………………………37
第三章 研究設計方法 ……………………………………………………………45
3.1 研究架構…………………………………………………………………45
3.2 研究假設…………………………………………………………………47
3.3 研究變數之操作性定義與衡量…………………………………………49
3.4 研究對象與研究過程……………………………………………………54
3.5 資料分析方法 …………………………………………………………..57
第四章 實證分析與結果……………………………………………………………62
4.1 研究樣本基本資料分析 ………………………………………………62
4.2 各構面之描述性統計 …………………………………………………65
4.3 各構面之信效度分析 …………………………………………………69
4.4 各構面之因素萃取 ……………………………………………………74
4.5 各構面之簡單迴歸分析 ………………………………………………80
4.6 人口統計變項差異性分析 ……………………………………………90
第五章 結論與建議 ……………………………………………………………100
5.1 研究結論 ………………………………………………………………100
5.2 管理實務上的意涵與貢獻……………………………………………109
5.3 研究限制與後續研究建議……………………………………………111
參考文獻 ……………………………………………………………………………113
1.中文文獻 …………………………………………………………………113
2.英文文獻 …………………………………………………………………116
附 錄：研究問卷…………………………………………………………………122
研究生簡介 …………………………………………………………………………126

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