The Effects of for Introducing Customer Relationship Management to Banking Industry on Customer Loyalty
| Autor: | Na-Ting Liu, 劉娜婷 |
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| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 ： Due to advances in information and communication technology, the promise of one-to-one relationship, customer-value analysis and customization are now possible. Through incorporating process improvement, channel management, quick and elastic response, and tailored service, customer retention programs are able to acquire new customers, retain existing ones, and create their lifetime value. This study categorized the customer retention programs of customer relationship management as process ＆ channel functions and customization functions, and investigated their effects on customer loyalty through the affective and calculative commitments. The data were collected by using questionnaires from customers of financial services and analyzed using Linear Structure Relation (LISREL). The results indicated that customization functions had stronger effects on customer loyalty than process ＆ channel functions. Calculative commitment was also found failing to create customer loyalty. Affective commitment was empirically confirmed to be the mediating variable between customization functions and customer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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