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系統識別號 U0026-0812200910350101
論文名稱(中文) 客服中心運用於顧客關係管理、關係行銷及服務品質之實證研究-以B銀行企業金融部門為例
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 91
學期 1
出版年 92
研究生(中文) 侯明佑
研究生(英文) Ming-Yu Ho
電子信箱 robin26@giga.net.tw
學號 r4789121
學位類別 碩士
語文別 中文
論文頁數 89頁
口試委員 指導教授-耿伯文
口試委員-葉榮懋
召集委員-林清河
中文關鍵字 服務品質  客服中心  顧客關係管理  關係行銷 
英文關鍵字 Relationship marketing  Service quality  Customer relationship management  Call center 
學科別分類
中文摘要   在競爭環境日趨激烈之金融服務業,客服中心所提供之服務結果不僅被視為客戶滿意度之指標,更是金融業競爭之必備單位之一。然而以現階段客服中心在各金融業者中所扮演之角色及功能而言,主要仍偏向於消費性金融業務(consumer banking)領域為主,對於銀行另一主要業務領域-企業金融(corporate banking)而言,客服中心現階段在企業金融領域之運用,大多仍侷限於客戶來電之處理,另一重要之功能-外撥業務似乎並未被廣泛的有效利用於企業金融領域中;此外,長期以來,一般銀行在推廣企業金融業務時,大多採用業務專員制度,舉凡在業務開拓、客戶問題解決以及客戶關係之維繫等,均由客戶專員包辦,以便能與企業客戶維持密切之業務往來;此種業務型態在過去被視為理所當然,但在講求效率及成本控制之今日,客戶專員能否妥適安排其工作內容,並將其效益發揮到最大,已成為銀行經營上所重視之課題。

  本研究著眼於銀行企業客服中心之現況探討,採用問卷設計之方式,透過問卷訪查,以及統計方法之運用,從B銀行企業金融客戶端來了解,探討:(1)不同服務管道對企業金融關係行銷、銀行顧客關係管理及銀行服務品質等構面之差異;(2)企業金融關係行銷與銀行顧客關係管理構面之互動關係;(3)企業金融關係行銷及銀行顧客關係管理對銀行服務品質之影響關係;俾給予銀行設置及經營企業客服中心時之意見參考,並在銀行資源配置、AO之角色調整建議以及效益發揮上有所助益。

  本研究之結論如下:
1.企業客戶對於銀行企業客服中心人員,以及分行客戶專員二種服務管道,在銀行顧客關係管理、關係行銷以及服務品質等構面上,其認知強度並無顯著差異存在。
2.透過在顧客關係管理及關係行銷之妥善運用,能夠提高顧客對服務品質認知強度;顯示銀行將客服中心運用於企業金融業務上,應是可以繼續推廣之業務方向。
3.客服中心人員在部分銀行業務上,仍無法取代分行客戶專員,特別是在與價格策略及專業金融資訊等有形服務之提供方面更是明顯。
4.客服中心人員在時間彈性上可彌補分行客戶專員之弱點,且對提昇銀行企業形象及認同感方面有一定程度之效果,另外在業務交叉銷售以及主動提供金融產品訊息方面,企業客戶之接受程度亦尚可。

  最後本研究亦根據實證研究結果,分別針對國內銀行界、B銀行以及後續研究者提出相關之研究建議。
英文摘要   Under the violent competition finical environment, call center has become an important organization in the bank industry, and the service outcome, which provided by call center, has become an index of customer satisfaction. However, nowadays the call centers are mainly used in the consumer banking area and to process the inbound call cases in the corporate banking area only, the outbound function seems never used extensively. Furthermore, in order to help clients solve problems and maintain the client relationship, the banks tend to create the corporate banking business by account officer(AO) for a long time. This business type has been seemed as a matter of course before, but the banks have begun to focus on raising the benefits of AO and controlling the cost now.

  The study focus on the discussion of call center development, we try to clear the following questions through the use of statistics and questionnaire in order to provide comments and help banks to allocate the resource when setting up call centers of corporate banking:
 1.The difference between different service channel in customer relationship management, relationship marketing and service quality.
 2.The interaction level between customer relationship management and relationship marketing.
 3.The influence level between customer relationship management, relationship marketing and service quality.

  The empirical results show as:
 1.There are no difference between different service channel in customer relationship management, relationship marketing and service quality.
 2.Through the good use of customer relationship management and relationship marketing, it can higher the customer recognition of service quality. It also means that the call center can keep going in the corporate banking area.
 3.Some business cannot be substituted by call center, especially in the price strategy and professional financial information provide.
 4.The call center got higher time flexible than AO and acceptable level of cross selling ability.
論文目次 第一章:緒論----------------------------------------------------------------------------1
   第一節:研究動機-----------------------------------------------------------2
   第二節:研究目的-----------------------------------------------------------3
   第三節:研究範圍-----------------------------------------------------------4
   第四節:研究流程-----------------------------------------------------------4
第二章:文獻探討---------------------------------------------------------------------6
   第一節:顧客關係管理----------------------------------------------------6
   第二節:關係行銷-----------------------------------------------------------10
   第三節:服務品質-----------------------------------------------------------16
   第四節:關係行銷與顧客關係管理之互動關係-------------------23
   第五節:關係行銷及顧客關係管理與服務品質之關係---------25
   第六節:客服中心-----------------------------------------------------------26
第三章:研究設計與方法-----------------------------------------------------------32
   第一節:研究架構與研究假設------------------------------------------32
   第二節:問卷設計-----------------------------------------------------------36
   第三節:研究對象-----------------------------------------------------------37
   第四節:問卷回收與樣本結構------------------------------------------38
   第五節:資料分析方法----------------------------------------------------41
   第六節:研究限制-----------------------------------------------------------44
第四章:研究結果與討論-----------------------------------------------------------45
   第一節:研究構面的敘述統計分析------------------------------------45
   第二節:研究構面的因素分析及信度檢定--------------------------51
   第三節:各研究構面之差異分析---------------------------------------57
   第四節:各構面之互動關係----------------------------------------------60
第五章:結論與建議------------------------------------------------------------------70
   第一節:結論與貢獻--------------------------------------------------------70
   第二節:建議------------------------------------------------------------------75

參考文獻-----------------------------------------------------------------------------------79
附錄一
問卷------------------------------------------------------------------------------------------85
參考文獻 一、中文部份
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3.吳欣穎,企業導入顧客關係管理之研究,國立台北大學企業管理學系碩士論文,民國89年。

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二、英文部份
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