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題名 網路銀行顧客關係管理策略之研究-以我國某銀行之網路銀行為案例探討
作者 方乃貞
貢獻者 季延平
方乃貞
關鍵詞 顧客關係管理
網路銀行
金融機構
Customer Relationship Management
e-Banking
Financial Institution
日期 2005
上傳時間 12-Sep-2009 12:20:09 (UTC+8)
摘要 隨著網際網路的興起，網路銀行應運而生。十年多來，網路銀行在IT技術與相關法令方面，日益完整。網路銀行的競爭已由技術層面提升到行銷面，其中最重要的課題就是顧客關係管理。
     
     顧客關係管理的實施對企業的流程、策略與組織結構等等都可能產生重大影響，因此需要將其定位為一種策略工具，才能獲得成功，不能只把它當成是一種科技解決方案。為了解成功的金融機構如何建立起其顧客關係管理策略，本文採用個案研究方法，透過了解台灣在這方面績效優異的金融機構，探討其顧客關係管理策略，以供有關業者與學者之參考。
     
     關鍵字：顧客關係管理、網路銀行、金融機構
In the internet era, e-Banking evolves exceedingly. Over the last ten years, e-Banking technology has grown day after day. e-Banking solutions are now readily available. Lately, competition in e-Banking is more on the Marketing aspect, rather than Information Technology itself. Among various important topics underneath Marketing, the most critical one is Customer Relationship Management.
     
     Implementation of Customer Relationship Management implies change of processes, tactics and institutional framework within an organization. Therefore, it should be positioned as one of the strategic issues rather than simply a tactic.
     
     In order to understand how a Financial Institution can establish its Customer Relationship Management strategy effectively, this paper adopts case study approach to explore what the Customer Relationship Management strategy of a successful Financial Institution entails.
     
     
     Key words: Customer Relationship Management, e-Banking， Financial Institution
參考文獻 中文文獻
1. ARC管理顧問公司，“顧客關係管理企業典範第二輯”，ARC遠擎管理顧問公司，2001
2. ARC遠勤管理顧問公司，“顧客關係管理深度解析”，遠擎管理顧問，2001
3. Kotler, P.著，謝文雀譯，“行銷管理 - 亞洲實例”，華泰書局，民國八十七年
4. 中國時報（2004年11月26日）。“台灣金融業不整併，沒有未來（專訪羅可擎）”，《中國時報》
5. 王嘉玲，“CALS 之模型分析方法--IDEF,ARIS 與OOA/OOD”，中岡科技，http://www.ixon.com.tw/Products/Introduction.htm
6. 李庸三，“加入WTO 後金融業跨業經營與因應之道”，中國商銀月刊，第廿卷，第七期，第1-13 頁，2001
7. 李庸三，“金融業面臨的挑戰與契機”財稅研究，第三十四卷，第二期，第1-4 頁，2002
8. 汪海清、黃景泰、謝維國、楊培宏、王南豪“消費者貸款實務”，財團法人金融人員研究訓練中心，民國八十八年
9. 林羿分，“全球顧客關係管理市場現況與展望”，資策會MIC，2005
10. 林東清，“顧客關係管理(CRM)研究的ㄧ些相關理論模式與重要議題”，資訊管理學報第九卷專刊第31~56頁，2002
11. 吳琮藩，“資訊管理個案研究方法”，資訊管理學報，第四卷第一期，頁7-17，民國八十六年
12. 周樹林，“我國資訊軟體市場發展現況與趨勢”，資策會MIC，2004
13. 計葵生、羅可擎、劉紹樑，（2004年2月13日）“大刀破釜改革金融體系”，《經濟日報》，第六版
14. 梁定澎，“資訊管理研究方法總論”，資訊管理學報，第四卷第一期，頁1-6，民國八十六年
15. 陳正泰，“作業基礎成本制資料架構之建立”，國立中央大學資訊管理研究所碩士論文，民國八十七年
16. 張寶樹，“顧客關係管理系統導入效益與關鍵成功因素之研究”，中原大學企管所碩士論文，2003
17. 張瑞芬、張力元，“顧客服務管理”，華泰書局，2003
18. 童啟晟，“我國CRM市場發展現況與趨勢” 資策會市場情報中心(MIC)， 2001
19. 張瓊文，“確保CRM投資發揮效益的教戰守則”，企業專題解析NO.1， ARC遠擎管理顧問公司
20. 黃鈺珊，“以流程分析方法進行系統整合之研究--以某事業單位為例”，國立政治大學資訊管理研究所碩士論文，民國九十三年
21. 楊恆華，“資訊時代企業經營策略與資訊科技策略調準之研究—以個案銀行為例”，國立台灣大學資管所碩士論文，2001
22. 蔡皇忠，“銀行業推行顧客關係管理之顧客滿意度研究”，國立成功大學碩士論文，2003
23. 謝德宗，“貨幣銀行學”，三民書局，1994
英文文獻
1. Anandarajan, Asokan and Martin Christiopher (1987), “A Mission Approach to
Customer Profitability Analysis,” International Journal of Physical Distribution and Materials Management, Vol.17, pp.55-69.
2. Beane, T. P. and D. M. Ennis (1987), “Market Segmentation: A Review,” European Journal of Marketing, Vol.21, pp.20-42.
3. Beik, Leland L. and Stephen L. Buzby (1973), “Profitability Analysis by Market
Segments,” Journal of Marketing, Vol.37, pp.48-53.
4. Berger, Paul D. and Nada I. Nasr (1998), “Customer Lifetime Value: Marketing
Models and Application,” Journal of Interactive Marketing,Vol.12, pp.17-30.
5. Blattberg, R. A. and J. Deighton (1996), “Manage Marketing by the Customer
Equity Test,” Harvard Business Review, pp.136-144.
6. Brown, S.A “Channel Management and CRM,” in Customer Relationship Management – A Strategic Imperative in the world of E-Business, Brown, S. A. (ed.), John Wiley & Sons, Canada, 2000, pp.129-142.
7. Duboff, Robert S. (1992), “Segmenting Your Market: Marketing to Maximize
Profitability,” The Journal of Business Strategy, Vol.13, page 10.
8. Dwyer, F. Robert (1989), “Customer Lifetime Valuation to Support Marketing
Decision Making,” Journal of Direct Marketing, Vol.3, pp.8-15.
9. Heskett, J.L., Jones, T.O., Loveman, G. and Sasser, W.E. (1994) Putting the service profit chain to work. Harvard Business Review Mar–Apr, 164–174.
10. Handen, L. “The Tools for CRM : The Three Ws of Technology,”in Customer Relationship Management – A Strategic Imperative in the World of E-Business, S. A. (ed.), John Wiley & Sons, Canada, 2000, ppn.219-225.
11. Jacobs, Marcia (1998), “Using Customer Profitability Information to Make
Marketing Decisions, Commercial Lending Review, Fall, pp.66-69.
12. Kalakota, R., and M. Robinson, e-Business: Roadmap for Success, 1st Ed., 1999, Reed Elsevier, Inc., New York, NY.
13. Kotler, P. “Marketing Management” 10th ed,. Prentice Hall,2000.
14. Kotler, P. and G. Armstrong (1996), Principles of Marketing, 7th ed., Englewood
Cliffs, NJ: Prentice-Hill.
15. Lauterborn, R. “New Marketing Litancy : 4P’s Passe; C-Words Take Over,” Advertising Age, October 1, 1990, P.26.
16. Leonard-Barton, D. “Implementing Structure Software Methodologies：A Case of Innovation in Process Technology . ” Interfaces 17, May-June, 1990, : 6-17.
17. Mayer, Martin, The Bankers: The Next Generation, Penguin USA, 1997
18. Mulhern, Francis J. (1999), “Customer Profitability Analysis: Measurement,
Concentration, and Research Directions,” Journal of Interactive Marketing, Vol.13, pp.25-40.
19. Ott, John “Successfully development and Implementing Continuous relationship management,”e-Business executive report, pp.26-30，1999
20. Peppard, J., “Customer Relationship Management (CRM)in Financial Services,”
European Management Journal, Vol. 18, No. 3, 2000, pp. 312-326.
21. Peppers, D., M. Rogers, and B. Dorf, “Is Your Company Ready for One-to-One
Marketing,” Harvard Business Review, Vol. 77, No. 1, 1999, pp.151-160.
22. Pine, J. “Mass Customization : The New Frontier in Business Competition,” Harvard Business School Press, Boston, 1993
23. Reichheld, F. (1996) The Loyalty Effect: The Hidden Force behind Growth, Profits and Lasting Value. Harvard Business School Press, Boston.
24. Reynolds, Janice，“A Practical Guide to CRM”，CMPBooks，2002
25. Schultz, D. E. and H. F. Schultz (1998), “Transitioning Marketing Communications Into the Twenty-first Century,” Journal of Marketing Communications, 4, pp.9-26.
26. Schwaiger, M. and Locarek-Junge, H. (1998) Realising customer retention potentials by electronic banking. Electronic Markets 8(4), 23–26.
27. Swift, P. “Accelerating Customer Relationships” Prentice Hail, 2001.
28. Tiwana, A.“The Essential Guide to Knowledge Management,” Prentice Hall PTR, Upper Saddle River, NJ,2001.
29. Wayland, R.E. and Cole, P.M. ”Customer Connections : New Strategies for Growth,”Harvard Business school, 1997.
30. Wyner, G. A. (1996), “Customer Profitability: Linking Behavior to Economics,”
Marketing Research, Vol.8, pp.36-38.
31. Yorke, David A. and George Droussiotis (1994), “The Use of Customer Portfolio
Theory: An Empirical Survey,” Journal of Business and Industrial Marketing, Vol.9, pp.6-18.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
91932604
94
"感謝詞 ……………………………………………………..i
     中文摘要……………………………………………………ii
     英文摘要 ……………………………………………….....iii
     目錄………………………………………………………...iv
     
     第一章 研究緒論……………………………..01-08
     第一節 研究背景與動機………………………………01-04
     第二節 研究方向與目的………………………………05-06
     第三節 研究程序………………………………………07-08
     
     第二章 文獻探討………………………,…….09-51
     第一節 網路銀行之探討………………………………09-26
     第二節 顧客關係之探討………………………………26-43
     第三節 策略之探討……………………………………43-51
     
     第三章 研究架構與方法………………….….52-56
     第一節 研究架構………………………………………52-52
     第二節 研究方法………………………………………53-56
     
     第四章 個案探討……………………….…….57-73
     第一節 個案銀行簡介…………………………………57-59
     第二節 個案網路銀行顧客關係管理之分析…………59-70
     第三節 個案主管之訪談………………………………71-73
     
     第五章 結論與建議……………………….….74-84
     第一節 研究結論………………………………………74-80
     第二節 研究建議………………………………………81-84
     
     參考文獻…………………………………….….85-87
     中文部份…………………………………………………85-86
     英文部份…………………………………………………86-87
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0091932604
資料類型 thesis
dc.contributor.advisor 季延平zh_TW
dc.contributor.author (Authors) 方乃貞zh_TW
dc.creator (作者) 方乃貞zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 12-Sep-2009 12:20:09 (UTC+8)-
dc.date.available 12-Sep-2009 12:20:09 (UTC+8)-
dc.date.issued (上傳時間) 12-Sep-2009 12:20:09 (UTC+8)-
dc.identifier (Other Identifiers) G0091932604en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/30526-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 91932604zh_TW
dc.description (描述) 94zh_TW
dc.description (描述) "感謝詞 ……………………………………………………..i
     中文摘要……………………………………………………ii
     英文摘要 ……………………………………………….....iii
     目錄………………………………………………………...iv
     
     第一章 研究緒論……………………………..01-08
     第一節 研究背景與動機………………………………01-04
     第二節 研究方向與目的………………………………05-06
     第三節 研究程序………………………………………07-08
     
     第二章 文獻探討………………………,…….09-51
     第一節 網路銀行之探討………………………………09-26
     第二節 顧客關係之探討………………………………26-43
     第三節 策略之探討……………………………………43-51
     
     第三章 研究架構與方法………………….….52-56
     第一節 研究架構………………………………………52-52
     第二節 研究方法………………………………………53-56
     
     第四章 個案探討……………………….…….57-73
     第一節 個案銀行簡介…………………………………57-59
     第二節 個案網路銀行顧客關係管理之分析…………59-70
     第三節 個案主管之訪談………………………………71-73
     
     第五章 結論與建議……………………….….74-84
     第一節 研究結論………………………………………74-80
     第二節 研究建議………………………………………81-84
     
     參考文獻…………………………………….….85-87
     中文部份…………………………………………………85-86
     英文部份…………………………………………………86-87		-
dc.description.abstract (摘要) 隨著網際網路的興起，網路銀行應運而生。十年多來，網路銀行在IT技術與相關法令方面，日益完整。網路銀行的競爭已由技術層面提升到行銷面，其中最重要的課題就是顧客關係管理。
     
     顧客關係管理的實施對企業的流程、策略與組織結構等等都可能產生重大影響，因此需要將其定位為一種策略工具，才能獲得成功，不能只把它當成是一種科技解決方案。為了解成功的金融機構如何建立起其顧客關係管理策略，本文採用個案研究方法，透過了解台灣在這方面績效優異的金融機構，探討其顧客關係管理策略，以供有關業者與學者之參考。
     
     關鍵字：顧客關係管理、網路銀行、金融機構		zh_TW
dc.description.abstract (摘要) In the internet era, e-Banking evolves exceedingly. Over the last ten years, e-Banking technology has grown day after day. e-Banking solutions are now readily available. Lately, competition in e-Banking is more on the Marketing aspect, rather than Information Technology itself. Among various important topics underneath Marketing, the most critical one is Customer Relationship Management.
     
     Implementation of Customer Relationship Management implies change of processes, tactics and institutional framework within an organization. Therefore, it should be positioned as one of the strategic issues rather than simply a tactic.
     
     In order to understand how a Financial Institution can establish its Customer Relationship Management strategy effectively, this paper adopts case study approach to explore what the Customer Relationship Management strategy of a successful Financial Institution entails.
     
     
     Key words: Customer Relationship Management, e-Banking， Financial Institution		en_US
dc.description.tableofcontents 感謝詞 ……………………………………………………..i
     中文摘要……………………………………………………ii
     英文摘要 ……………………………………………….....iii
     目錄………………………………………………………...iv
     
     第一章 研究緒論……………………………..01-08
     第一節 研究背景與動機………………………………01-04
     第二節 研究方向與目的………………………………05-06
     第三節 研究程序………………………………………07-08
     
     第二章 文獻探討………………………,…….09-51
     第一節 網路銀行之探討………………………………09-26
     第二節 顧客關係之探討………………………………26-43
     第三節 策略之探討……………………………………43-51
     
     第三章 研究架構與方法………………….….52-56
     第一節 研究架構………………………………………52-52
     第二節 研究方法………………………………………53-56
     
     第四章 個案探討……………………….…….57-73
     第一節 個案銀行簡介…………………………………57-59
     第二節 個案網路銀行顧客關係管理之分析…………59-70
     第三節 個案主管之訪談………………………………71-73
     
     第五章 結論與建議……………………….….74-84
     第一節 研究結論………………………………………74-80
     第二節 研究建議………………………………………81-84
     
     參考文獻…………………………………….….85-87
     中文部份…………………………………………………85-86
     英文部份…………………………………………………86-87		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0091932604en_US
dc.subject (關鍵詞) 顧客關係管理zh_TW
dc.subject (關鍵詞) 網路銀行zh_TW
dc.subject (關鍵詞) 金融機構zh_TW
dc.subject (關鍵詞) Customer Relationship Managementen_US
dc.subject (關鍵詞) e-Bankingen_US
dc.subject (關鍵詞) Financial Institutionen_US
dc.title (題名) 網路銀行顧客關係管理策略之研究-以我國某銀行之網路銀行為案例探討zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻zh_TW
dc.relation.reference (參考文獻) 1. ARC管理顧問公司，“顧客關係管理企業典範第二輯”，ARC遠擎管理顧問公司，2001zh_TW
dc.relation.reference (參考文獻) 2. ARC遠勤管理顧問公司，“顧客關係管理深度解析”，遠擎管理顧問，2001zh_TW
dc.relation.reference (參考文獻) 3. Kotler, P.著，謝文雀譯，“行銷管理 - 亞洲實例”，華泰書局，民國八十七年zh_TW
dc.relation.reference (參考文獻) 4. 中國時報（2004年11月26日）。“台灣金融業不整併，沒有未來（專訪羅可擎）”，《中國時報》zh_TW
dc.relation.reference (參考文獻) 5. 王嘉玲，“CALS 之模型分析方法--IDEF,ARIS 與OOA/OOD”，中岡科技，http://www.ixon.com.tw/Products/Introduction.htmzh_TW
dc.relation.reference (參考文獻) 6. 李庸三，“加入WTO 後金融業跨業經營與因應之道”，中國商銀月刊，第廿卷，第七期，第1-13 頁，2001zh_TW
dc.relation.reference (參考文獻) 7. 李庸三，“金融業面臨的挑戰與契機”財稅研究，第三十四卷，第二期，第1-4 頁，2002zh_TW
dc.relation.reference (參考文獻) 8. 汪海清、黃景泰、謝維國、楊培宏、王南豪“消費者貸款實務”，財團法人金融人員研究訓練中心，民國八十八年zh_TW
dc.relation.reference (參考文獻) 9. 林羿分，“全球顧客關係管理市場現況與展望”，資策會MIC，2005zh_TW
dc.relation.reference (參考文獻) 10. 林東清，“顧客關係管理(CRM)研究的ㄧ些相關理論模式與重要議題”，資訊管理學報第九卷專刊第31~56頁，2002zh_TW
dc.relation.reference (參考文獻) 11. 吳琮藩，“資訊管理個案研究方法”，資訊管理學報，第四卷第一期，頁7-17，民國八十六年zh_TW
dc.relation.reference (參考文獻) 12. 周樹林，“我國資訊軟體市場發展現況與趨勢”，資策會MIC，2004zh_TW
dc.relation.reference (參考文獻) 13. 計葵生、羅可擎、劉紹樑，（2004年2月13日）“大刀破釜改革金融體系”，《經濟日報》，第六版zh_TW
dc.relation.reference (參考文獻) 14. 梁定澎，“資訊管理研究方法總論”，資訊管理學報，第四卷第一期，頁1-6，民國八十六年zh_TW
dc.relation.reference (參考文獻) 15. 陳正泰，“作業基礎成本制資料架構之建立”，國立中央大學資訊管理研究所碩士論文，民國八十七年zh_TW
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