金融業顧客關係管理關鍵成功要素研究-探討顧客滿意度及忠誠度

Abstract

本論文研製之目的旨在探討當ECFA時代來臨，當前金融環境的劇烈變化，且金融商品同質化的時代，全球經濟進入大整合，想要提升銀行的競爭力，傳統的價格戰已不足以應付，銀行行銷模式被迫轉向非價格競爭，服務品質的提升與企業形象的建立來強化自身的競爭力，以達到顧客忠誠的目的。由於銀行業利差不斷縮小，大型企業貸款業務對銀行利潤的貢獻率已不占絕對優勢，使各金融機構必須維護忠誠客戶，積極提高客戶滿意度，使其業務中的各種利差及非利差業務，以提高銀行多元化收入，更強調以顧客關係建構金融服務業競爭優勢的時代來臨。台灣金融業服務業要維持既有顧客忠誠度已經不易，更不論開拓新客源；且隨著金融全球化、顧客資訊來源增加，導致顧客需求呈現多樣化及複雜化。 因此顧客關係及服務品質與顧客滿意度及忠誠度成為了金融服務業所關心與努力的焦點。本研究以銀行業為研究範圍，並探討金融服務業顧客關係管理的關鍵成功因素與服務品質、顧客滿意度及忠誠度的關聯路徑為何，金融服務業如何做好顧客關係、並且擁有高度服務品質，答案不僅在於制式化的櫃檯服務流程或是一套顧客關係管理系統，而是在於靈活運用顧客關係策略，及不斷改善服務流程，提高服務品質，極大化的滿足顧客的需求，藉此提高顧客忠誠度。因此本研究，由文獻探討開始，首先探討金融服務業與顧客關係、顧客關係定義、服務品質及服務品質定義，顧客滿意度定義、顧客忠誠度定義，藉由顧客關係及服務品質探討滿意度及忠誠度的關聯。 本研究採用PZB衡量服務品質的方式，修改成適合銀行業的問卷，並運SAS10.0版本及Excel進行統計資料分析。目的在以顧客的觀點探討銀行業顧客關係管理、服務品質、與顧客滿意度與顧客忠誠度等變數之間的關聯性，以提供銀行業決策之參考。

Banks are forced to modify their price-cutting marketing strategy. Since it is hard for the financial institution to maintain customer relationships, it would be harder to cultivate new customers in Taiwan; Moreover, financial globalization and increasing information sources for customers lead to various and more complex consumer demands. Thus, banks are forced to upgrade their services and establish better corporate image to enforce customer satisfaction and loyalty, in hope which would enhance the total revenue including interest revenue and non- interest revenue. This study focuses on banks, and tries to get a better understanding of the relationship between key success factors, customer satisfaction and loyalty. This research stars from literature reviews which concentrate on financial service industry, customer relationship, service quality, customer satisfaction and customer loyalty, and then to find out the relationship between customer satisfaction and loyalty. PZB is employed as the measurement of service quality, the questionnaire is modified for banks, and SAS 10.0 and Excel are used to analyze data as well. The main purpose of this study is to find the relationships between customer relationship management in banking industry, service quality, customer satisfaction, and customer loyalty as references for banks.