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研究生:羅時瑛
研究生(外文):Shih Ying Lo
論文名稱:銀行業企業金融之服務創新: 以T銀行之法金客服中心為例
論文名稱(外文):The Innovation Service of Banking Corporate Finance – A Case of T Bank Corporate Finance Customer Service Center in Taiwan
指導教授:陳達新陳達新引用關係
指導教授(外文):Da Xin Chen
口試委員:周恆志林建榮
口試委員(外文):Heng Zhi ZhouJian Rong Lin
口試日期:2013-05-11
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系碩士在職專班
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:2013
畢業學年度:101
語文別:中文
論文頁數:48
中文關鍵詞:金融服務業法金業務服務創新法金客戶服務部
外文關鍵詞:Financial ServicesCorporate Banking BusinessInnovation ServiceCorporate Banking Customer Service Department
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論文提要內容
銀行業為高度受國家控管的行業,其可所從事的產品種類同質性高,且在金融市場開放後,競爭日趨激烈,因此提升銀行服務品質,提高客戶滿意度,並進一步拉升客戶忠誠度,已是每家銀行必備的發展策略,也是攸關金融業成敗之重要關鍵。
本研究以T銀行的法金客戶服務部為例,就該銀行為提供創新服務所創立的新組織,其組織成員、工作職掌、交易流程和所提供的服務項目做一介紹和說明,並也對成立新組織後企業內部所得之效益如工時的簡省和人力的減降,做一說明和分析。研究結果歸納整理如下:
一、 創新的服務需包含「主動性」和「加值性」
金融服務除了應滿足客戶認知應有的基本服務外,尚應提供「主動性」和「加值性」的服務,方可突顯其創新服務的差異性,並提升外部客戶對創新服務的接受度。
二、 創新的服務除了服務外部客戶,也要同時注重內部客戶
創新服務的最大目的,除服務外部客戶、降低其內部人力成本,並優化其作業流程和品質之外,重點是要使企業得以借此產生最大利益。
三、 創新的服務激發組織新的價值觀
創新的服務改變了金融服務業一直以來較為保守且被動的服務型態,改以顧客為中心,主動的提供各樣的貼心且客製化的服務,進而也漸漸改變了組織文化。
四、 創新的服務造就了員工新的技能
由於創新服務由各單位分工改變為提供客戶一全能的單一窗口,所以員工的技能也相對重要;為因應此一需求,藉由不斷的教育訓練,使創新組織的員工俱備了新的技能,不僅得以為客戶提供完善的服務,亦為組織培育人才,發揮最大效能。
五、 創新的服務使得服務傳遞系統更穩定
由於為提供創新的服務,而產生了新的組織型態,新組織有完整的教育訓練,對於產品特性、溝通技巧、客戶習性等,得以完整的傳遞;並有新系統對其客戶資料進行整合和分析,使得服務傳遞系統更為穩定。

The banking industry is a industry that is highly regulated by the government, as such, the products/services that banks could get involved are high homogeneous. Particularly, after government opened the financial markets in 1990’s, the competition among the banks became increasingly severer. To encounter such challenges, banks have to improve the service quality to enhance customer satisfaction and loyalty.
In this study, I used T Bank's corporate banking customer service department as an example. To unveil the organization founded by the Bank for the provision of the innovative services, I further explain the members of the organization, job responsibilities, the transaction process and the services provided in this thesis. Also explore the benefits such as working hours and manpower reduction because of the new organization. The summary is as the following
A. Innovative services need to include the so called "initiative" and "value-added".
To different their own selves, the banking service should also have "initiative" and "value-added" services besides the basic service which is embedded in customer’s mind.
B. Innovative services doesn’t only focus on external customers, but also the internal customers
The purpose of innovative services is to serve the external customers, reducing internal labor costs, and optimize the operating processes and quality. However, on top of these purposes, the main purpose is to maximize the benefit of companies.
C. Innovative services is to stimulate new values in organization
Banking industry has been long viewed as conservative and passive service. Adopting innovative service can alter the stereo type and change to customer-centric by providing all sorts of tailor services. Gradually, the organization culture will be changed to an innovative way too.
D. An innovative service develop employees’ new skill sets
The innovative services changes to one stop shopping from serving by different functions, thus, employees should all equip with multi skills. To meet with the goal, the banks have to continuously provide the training to enhance the staffs so that customers could really satisfy with the new structure. And the continuous training also enhance employees’ competency.
E. Innovative service stabilize the service delivery system
To meet with the goal of providing the innovative service, the new organization is more integrated. The new system could also do the data mining of customers’ information to have a better customer profile.

目 錄
謝 詞 I
論文提要內容 II
ABSTRACT II
目 錄 V
圖 次 VII
表 次 VIII
第一章 緒 論 1
第一節 研究背景 1
第二節 研究目的 2
第三節 論文架構和流程 2
第二章 金融服務業相關文獻探討 5
第一節 金融服務業之發展與展望 5
第二節 服務品質的意涵 7
第三節 服務創新的定義 13
第三章 個案說明 19
第一節 個案公司介紹 19
第二節 法金業務介紹 22
第三節 法金客戶服務中心 25
第四章 個案內部效益分析 33
第一節 內部滿意度分析與說明 33
第二節 企業內部實質效益分析與說明 40
第五章 結論與建議 43
第一節 研究結論 43
第二節 研究建議 44
參考文獻 45
著作權聲明 48

參考文獻
一、中文部分:
(一)研討會及論文
丘宏昌 (1998)。以需求理論為基礎所建立之服務品質衡量及其適用性分析(未岀版博士論文)。台灣大學商學研究所,台北市。
杉本辰 (1986) 。事業、營業、服務的品質管制,盧淵源譯,中興管理顧問公司。
林敬生 (1993)。臺灣地區銀行市場的演進,自由中國之工業,79(3),31-48頁。
洪順慶 (2001)。行銷管理,二版,新陸書局。
洪嘉蓉 (2004)。服務品質、滿意度與忠誠度關係之研究-以中華電信公司ADSL 顧客為例(未岀版碩士論文)。大葉大學資訊管理研究所,彰化縣。
莊立民 (2002)。組織創新模式建構與實證之研究,以台灣資訊電子業為例。國立成功大學企業管理研所博士論文,台南市。
楊錦洲 (2001)。顧客服務創新價值 - 如何做好服務品質。紅螞蟻圖書。

二、英文部份:
Buell, V. P. (1984). Marketing Management: A Strategic Planning Approach. New York, NY: McGraw-Hill.
Betz, F. (1987). Managing Technology-Competing through New Ventures, Innovation, and Corporate Research. London, England: Prentice Hall.
Cooper, R. G., & Edgett, S. J. (1999). Product Development for the Service Sector: Lesson from Market Leaders. Cambridge, MA: Perseus Books.
Colletti, D. L. (1987). Retail Banking Success: A Question of Quality. Bank Administration, 63(4), 42-45.
Easingwood, C. J., & Storey, C. (1991). Success Factors for New Consumer Financial Services. International Journal of Bank Marketing, 9(1), 3-10.
Fornell, C. (1992). A National Customer Satisfaction Barometer:The Swedish Experience. Journal of Marketing, 56(1), 6-21.
Hertog, P.den, & Bilderbeek, R. (1998). Conceptualizing Service Innovation and the knowledge flows between KIBS and their client. Dialogic-SS4I-report no.8, Apeldoorn/Utrecht.
Hertog, P.den, & Bilderbeek, R. (1999). Conceptualizing Service Innovation and Service Innovation Patterns. Research Program on Innovation in Service (SIID) for the Ministry of Economic Affairs, Dialogic, Utrecht.
Juran, J. M. (1986). Universal Approach to Managing for Quality. Qualit Progress, 19, 10-24.
Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and Control. London, England: Prentice-Hall.
Kotler, P. (1996). Marketing Management: An Asian Perspective. London, England: Prentice- Hall.
Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review, 50(3), 370-396.
Maslow, A. H. (1954). Motivation and Personality. New York, NY: Harper and Row.
Maslow, A. H. (1970). Motivation and Personality (2nd ed.). New York, NY: Harper and Row.
Maslow, A. H. (1987). Motivation and Personality (3rd ed.). New York, NY: Harper Collins
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implication for Future Research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Reidenbach, R. E., & Grubbs, M. R. (1987). Developing New Banking Products. ISSN 0804-8185.
Tidd, J., & Hull, F. M. (2003). Service Innovation: Organizational Responses to Technological and Market Imperatives. London, England: Imperial College Press.
Zeithaml. V. A. & Bitmer,M. J. (2000). Services Marketing: Integrating Customer Focus across the Firm. New York, NY: McGraw-Hill.

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