A Study on the Operation Elements and Types of the Call Center in Retail Banking Industry

Autor: FENG MING LIU, 劉豐銘
Rok vydání: 2004
Druh dokumentu: 學位論文 ; thesis
Popis: 92
Many commercial banks began their business since 1992, the moment that the government relaxed the regulation. Since then, there’s been a keen competition in the retail banking industry because too many players joined the game. Good quality of customer service is always one of the best ways to retain customers, especially in the retail banking industry. According to many reports, we could find that the banks with stronger competitive advantage always have better performance on service than average. At the same time, banks always find some ways to reduce operation cost. Setting up a call center is a good way to provide service with less cost than extending the branch network. This research proposed a framework composed with call center elements. There are four primary elements of the call center, customers, people, process, and technology. By understanding the four elements, we could conclude the call center to be a transaction-oriented or relationship-oriented one. By understanding the marketing activities, sales activities, and service activities, we could conclude the bank’s strategry to be “differentiation” or “lowest cost”. In this paper, we discussed the elements of the call center and the strategies of the bank and find out the propositions for the future research. The conclusions are: 1.It is obviously different on the performance of elements because of the different types of the call center. 2.There is some relation between the competitive strategies of the bank and the type of the call center. 3.There is some relation between the database marketing capability and efforts for customer analysis and the type of the call center. 4.It is different on the way they leverage of technology because of the different type of the call center.
Databáze: Networked Digital Library of Theses & Dissertations
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