顾客关系管理系统导入对金融业顾客满意度及忠诚度的-中华科技大学.pdfVIP

Journal of China Institute of Technology Vol.40-2009.06 顧客關係管理系統導入對金融業顧客滿意度及忠誠度的影響 The Influence of CRM on Customer Satisfaction and Loyalty 何苔麗 徐慧霞 Huei-Hsia, Hsu Tai-Li Ho 中華技術學院財務金融系副教授 中華技術學院財金系副教授 Department of Finance, Department of Finance, China Institute of Technology China Institute of Technology 摘 要 競爭激烈的金融業，已進入全球化，國際化，顧客服務已經成為企業生存競 爭利器，因此如何在競爭的金融業中提升並改善服務品質來維持企業形象，藉此， 提升顧客滿意度及忠誠度已成為金融業當前重要課題。以往CRM相關研究都侷限 於以企業系統層面建置或策略實施為探討重點，忽略以使用者認知角度評估 CRM 導入之滿意及忠誠度影響。本研究分析銀行業導入CRM系統對顧客滿意度之關鍵 因素，探討使用者對金融業導入CRM之忠誠度影響。 針對20至50歲且與社會大眾進行研究，細分為顧客確認、顧客分級、顧客 互動、客製化服務、顧客滿意度以及顧客忠誠度六方面進行調查。本研究發現顧 客對於金融業所提供的服務，總體滿意度趨為滿意，顧客的滿意程度愈高，會提 升顧客的再購意願，進而造就顧客對於銀行的忠誠度，服務的品質就如同是品牌， 品質愈好，忠誠度也就愈高。此結果可提供金融業顧客關係管理系統建置參考依 據。 關鍵字: 顧客關係管理、顧客確認、顧客分級、顧客互動、客製化服務、顧客滿意度以、顧客忠誠度 Abstract The wave of internationalization and digitization force the banks facing the tough glob competition. Customer Relationship Management (CRM) provides enterpreises the most valuable asset which can help enterprises to enhance the relationships with their existing customers. This research attempts to explore the influence effect of CRM, such as identification, differentiation, interaction, and custermization, on the satisfaction and 61 顧客關係管理系統導入對金融業顧客滿意度及忠誠度的影響 loyalty of using CRM. Base on the research, we find that the financial institutions, with the CRM systems, get higher degree of satisfaction and loyalty from customers. This result provides some suggestions and implications to the utilization of CRM in financial institutions. Keywords: Customer Relationship Management (CRM), identification, differentiation, interaction,