With the change of market focus from product-orientation to
customer-orientation, more and more companies realize the importance of
customer relationship management (CRM). Internet and emerging information
technology have further made CRM easier than before to implement. In the
meantime, most stockbrokers start operating electronic transactions through
the Internet. Electronic stockbrokers can change traditional business operation
models from focusing exclusively on few significant customers to taking care of
every individual valuable customer with the latest technology developed.
The purpose of this thesis is to study the relevance between CRM
strategic positions and associated CRM applications based on two cases: a
nationwide e-stockbroker and a regional e-stockbroker. Their strategic
positions toward the CRM trend are investigated by making use of the value
compass proposed by Wayland and Cole. Their CRM applications are then
measured by performance indices introduced by Körner et al.
Several hypotheses are proposed under careful analysis on these two
cases. It shows that e-brokers¡¦ strategic positions toward CRM have impact on
their CRM applications. In details, different positions on customer portfolio management will result in different levels of communication contents, added
value for the customer, customer profiling, and privacy policy. Positions on
value proposition design will shape the value added by relevant information
and customer profiling. Confidence levels, however, may be affected by factors
other than strategic positions on the value compass. Finally, the
implementation of CRM will also cause changes of business organization and
business culture.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0207101-143318 |
| Date | 07 February 2001 |
| Creators | Li, Shin-Chin |
| Contributors | Tung-Ching Lin, Chih-Ping Wei, Chang,T. M. |
| 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-0207101-143318 |
| Rights | unrestricted, Copyright information available at source archive |
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