顧客關係管理、知識管理與顧客忠誠度關係之研究—以銀行財富管理業務為例

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Title:	顧客關係管理、知識管理與顧客忠誠度關係之研究—以銀行財富管理業務為例 The Study on Relationship between Customer Relationship Management, Knowledge Management and Customer Loyalty –The Case of Bank Wealth Management Business
Authors:	傅士瑋
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	知識管理 Knowledge Management 顧客關係管理 Customer Relationship Management 顧客忠誠度 Customer Loyalty
Date:	2012
Issue Date:	2013-01-16 10:47:16 (UTC+8)
Abstract:	本研究問題是探討在銀行財富管理業務上知識管理(Knowledge Management)透過顧客關係管理(Customer Relationship Management)對顧客忠誠度(Customer Loyalty)之關係，經由間接文獻之引用及邏輯之推理，發現兩者之關係有必要進一步釐清。在銀行財富管業務競爭愈趨激烈，唯有成功的服務，才能提昇銀行財富管業務經營績效；而成功的服務在於良好之知識管理。故銀行財富管業務建置知識管理，亦能有效提高顧客關係管理，進而提昇顧客忠誠度。因此，本文透過銀行財富管業務之理財專員及經管之顧客的角度來分析其對於銀行財富管業務採用知識管理後之感受程度，並以顧客關係管理為中介變項來探討知識管理對顧客忠誠度的影響，可得知以下三點結論：一：在銀行財富管業務中對於知識管理方面的加強，能有效提昇顧客滿忠誠度。二：在銀行財富管業務中知識管理對於顧客關係管理具有正向的影響。三：在銀行財富管業務中知識管理對顧客忠誠度之影響中，顧客關係管理之中介效果是顯著的。 This study is to explore Knowledge Management on the Banks' Wealth Manage-ment Business through Customer Relationship Management on the relationship between the Customer Loyalty, found that the relationship between the Knowledge Management and the Customer Loyalty need to further clarify after quoting indirect reference to the literature and logic reasoning. The competition of banking wealth management business is getting increasingly intense, only the successful service could enhance the performance of bank wealth management business; and the key point of a successful service is based on the good knowledge management. Thus building knowledge management to bank wealth busi-ness can not only improve customer relationship management but also enhance cus-tomer loyalty. Therefore, this study analyzes the feelings of customers after banking wealth man-agement business adopting the knowledge management through a view of the financial consultants of banking wealth management business and their customers, and acquires three conclusions as below when using Customer Relationship Management as the in-tervening variables to explore the impact of Knowledge Management for Customer Loyalty: A.Strengthening knowledge management in the business of banking wealth man-agement can effectively enhance the customer loyalty. B.Knowledge management in the banks' wealth management business for customer relationship management has positive influences. C.In the influence of knowledge management versus customer loyalty, the inter-mediary effect of customer relationship management is significant.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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