A Study on Customer Relationship Management-A Case of Bank Wealth Management Business
| Autor: | Hui-Min Liu, 劉惠敏 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Nearly two years a large number of banks are actively involved in financial services staff. The main reason is to create the wealth management fee income of the bank accounts for bank earnings 70-80%, and no account fall risk. Therefore, the wealth management business in the financial industry as a whole earnings occupies a pivotal position. This is why wealth management business is now mainstream of the financial services industry. Sources of revenue is generated by sales staff through direct financial products business to customers. To increase the speed to improve marketing banking wealth management business, the relationship marketing is extremely important. Relationship marketing is through customer relationship management (CRM), enhance customer purchase frequency, and increased purchases and referrals of new customers. To explore the potential customer, the customer can re- marketing. The most important objective is to reduce costs, and the Bank earnings can be reached quickly, so the financial services to " customer relationship management " as an important critical success factors .The CRM concept is full banking services to help the enhance of satisfaction and business promotion, creating " customers, employees, the company " win- win, to enhance the wealth management business performance. This study was aimed to explore the following items: 1.To investigate Customer Relationship Management Financial Management for enhancing the banking business performance impact. 2. To investigate the effect of customer relationship management for customer satisfaction and loyalty. 3. To study the impact of the contribution of customer segmentation to enhance the financial management business performance. The research method are qualitative research approached to the wealth management customer as the main interviewer in-depth interviews, the summary of the contents of customer focus on specialized knowledge of financial services staff, good moral character,and in-between the relationship, service quality and meet the needs of banks financial products, followed by the banking enterprise, brand image. The study found that the higher the above factors made customer satisfaction, its banking products repurchase intention and willingness dealings higher. The business customer relationship management are also an important factor in the wealth management business performance. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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