Abstract
Experienced the 1997 Asian financial crisis and the economic recession in Europe and the United States, the international banking industry generally believe that personal credit is more able to withstand the test of the economic cycle than company credit. Mean while, as the interest rate differentials continued to reduce, the company loan business is no longer contributed good profit, the commercial banks are forced to develop a variety of both the interest rate differentials and non-interest rate differentials business in the personal financial services in order to increase the diversification of the income. In today's M-based society trend, the growth of personal wealth and financial needs of individual customers have brought sustainable development for the commercial banks by providing a stable market and earnings, in addition to the widely use of the network of information technology, as well as the merger of the financial industry, have expanded the personal financial services space, and enhanced the personal financial services revenue comparison. It can be said that personal financial business is very important for the domestic banks.
In consolidating the foundation of the traditional business, the domestic commercial banks start to focus on the new service areas, new service varieties, new benefit growth related service (such as personal financial management, personal consumer loans, housing loans, fund agent and so on) as the development priorities. At the same time, generally increase the personal finance center, finance department stores, financial services center as the main focus to meet medium high end customer demand in the operation layout.
Since the government opened 16 new banks in 1991, the financial markets become over competitive, resulting in too many banks fight for the same market. Along with the ever-changing international economic situation, the domestic economy is suffered a long-term downturn, the industry's operating environment is getting worse everyday. Under these circumstances, how to build up good customer relationship and differentiate from the competitors are the immediate tasks for the domestic banks.
Customer Relationship Management is the art of modern management science and advance information technology, is the business to re-establish a ¡§customer-centric¡¨ development strategy, and base on this, develops all business processes including judgments¡Bchoice¡Bcompetition¡Bdevelopment and maintaining customers. From the beginning of the establishment of customer database, including records of contact interaction¡Bthe customer basic information for further analysis with the use of analytical tools, in view of ¡§sections¡¨ contribution factors to distinguish customer base, the use of different services and products to meet the needs and establish long-term good relations. By providing tailored services under the premise that privacy is not infringed, finally measure with the relevant indicators to see if it achieves the effective customer management objectives.
Customer relationship management of commercial banks as a new management model, is an advanced concept of development strategy and operational performance, but also a new kind of business model and management practice; also directly reflected in the means of modern information technology, including business operations¡Bcustomer information and data analysis as the main contents of the software and hardware systems, it is an unified technology platform and information service system for the bank to operate activities with the customers in full contact¡Bfull-service under the highly digitization, information technology, electronics and automation conditions.
This research plans to utilize customer demand end and the bank execution end, through a variety of different asset size customers and different types of banks, to do in-depth interviews to understand customer expectations for the serviced-bank and the banks direction & correctness in customer relationship management. Interviewees including the industry (5), science (1), consumers (9), each with in-depth interviews to collect data analysis.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0616109-155653 |
| Date | 16 June 2009 |
| Creators | Liang, Ching-hsiang |
| Contributors | Tsuang Kuo, Pei-how Huang, Ming-rea Kao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0616109-155653 |
| Rights | not_available, Copyright information available at source archive |
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