浅谈客户关系管理与我国商业银行的再造

我国加入WTO之后,银行业即将面临激烈竞争,加快客户关系管理CRM的建设势在必行。外国银行机构在诸多方面对中国银行业来说都存在着优势,尤其是在客户关系管理方面国外已有多年的经验。因此,中国银行业必须迅速转变经营观念,加快客户关系管理CRM的建设,真正做到以客户满意为中心。从而再造我国商业银行的核心竞争力。     

什么样的CRM更适合现代银行

现代的银行业务正在由以“资金为中心”向以“客户为中心”的运营模式转变，认为客户永远是银行的第一资产。客户关系管理(CRM)成为银行以“客户为中心”的有效工具。那么，银行的CRM有什么特点呢?什么样的CRM能够保证银行和客户的双赢呢?     

浅谈客户关系管理与我国商业银行的再造

我国加入WTO之后,银行业即将面临激烈竞争,加快客户关系管理CRM的建设势在必行.外国银行机构在诸多方面对中国银行业来说都存在着优势,尤其是在客户关系管理方面国外已有多年的经验.因此,中国银行业必须迅速转变经营观念,加快客户关系管理CRM的建设,真正做到以客户满意为中心.从而再造我国商业银行的核心竞争力.     

论商业银行的客户关系管理

在市场竞争日益激烈的今天,客户成为商业银行的战略性资源。银行实施客户关系管理(CRM)有利于与客户建立长期的良好关系,避免重要客户的流失,提高客户满意度,从而实现银行利润最大化。所以有必要从细分客户、“一对一”差别化服务以及创办“特色银行”等三个方面来讨论我国国有商业银行实践CRM需要注意的问题。     

浅谈客户关系管理与我国商业银行的再造

我国加入WTO之后，银行业即将面临激烈竞争，加快客户关系管理CRM的建设势在必行。外国银行机构在诸多方面对中国银行业来说都存在着优势，尤其是在客户关系管理方面国外已有多年的经验。因此，中国银行业必须迅速转变经营观念，加快客户关系管理CRM的建设，真正做到以客户满意为中心。从而再造我国商业银行的核心竞争力。     

商业银行客户关系管理的应用性分析

引入客户关系管理是我国商业银行迎接外资银行挑战,避免优质客户流失,提升核心竞争力的有效途径。只有转变观念,立足“以客户为中心”,与其建立长期的良好的关系,充分制定CRM解决方案设计,把握客户关系管理的思路,才能最大化地实施CRM的价值。     

客户关系管理理念在中国运用的重新审视

客户关系管理是以“客户为中心”的新的经营策略,针对当前我国客户关系管理项目“热”,本文对CRM的理念,作用和运作上进行分析,然后结合我国当前的具体实际情况提出CRM在中国运用的特点。     

数据挖掘在银行CRM中的应用研究

随着金融市场竞争的加剧和消费者的需求日趋个性化,如何在快速多变的市场中保持老客户与争取新客户成为关乎各类银行成长和发展的关键,以客户为中心的客户关系管理(CRM)思想就在这样的一个环境和变化中逐渐为银行所重视与推崇,在日常管理中逐渐成为注目的焦点。然而,如何成功地实施一个CRM项目,关键在于如何对客户与银行交互过程中的各种数据进行收集、分析,挖掘出隐含在数据中的有用信息,然后用分析所得的知识做出决策,这需要先进的技术和工具的支持,数据挖掘技术的出现为银行CRM的实施提供了良好的支持。本文主要阐述了银行客户关系管理中数据挖掘技术的应用问题。     

银行信贷经营客户关系管理问题探讨

信贷业务是当前我国银行利润来源的重要渠道,信贷业务的经营绩效对银行的发展具有举足轻重的作用,特别是信贷业务中客户关系(CRM)的处理。CRM是市场与科技发展的必然结果,是银行的一种经营总体战略,利用先进的信息与通信技术来获取客户数据,挖掘客户的需求特征、偏好变化趋势和行为模式,积累、运用和共享客户知识,通过有针对性的服务,强化与客户之间的互动,并最终实现客户价值最大化和银行利润最大化之间的合理平衡过程。在银行信贷业务中,能够有效的改善银行与客户之间的新型管理机制。本文主要对银行信贷业务中CRM的重要性与必然性,以及如何构建有效的CRM体系进行探讨。     

银行信贷经营客户关系管理问题探讨

信贷业务是当前我国银行利润来源的重要渠道,信贷业务的经营绩效对银行的发展具有举足轻重的作用,特别是信贷业务中客户关系（CRM）的处理。CRM是市场与科技发展的必然结果,是银行的一种经营总体战略,利用先进的信息与通信技术来获取客户数据,挖掘客户的需求特征、偏好变化趋势和行为模式,积累、运用和共享客户知识,通过有针对性的服务,强化与客户之间的互动,并最终实现客户价值最大化和银行利润最大化之间的合理平衡过程。在银行信贷业务中,能够有效的改善银行与客户之间的新型管理机制。本文主要对银行信贷业务中CRM的重要性与必然性,以及如何构建有效的CRM体系进行探讨。     

Service capabilities and customer relationship management: an investigation of the banks in Taiwan

This study seeks to explain the influence of several individual service capabilities and their interactions on customer relationship management (CRM) performance in the banking industry. Two samples are analysed (bank staff and bank customers) and an empirical study is carried out using a multiple interaction regression approach. The findings show the main effect of human resources, information knowledge and marketing knowledge, and their interactions (the dyadic and conjoint service capabilities) on the effectiveness of CRM performance. The interactions are compared with the main effects, taking an overall view of capability–performance linkage. The main conclusions suggest that the latter are far more important. These findings provide important information for banks, which need to build successful long-term CRM associations with their customers, to adapt in today's dynamic environment.     

Making customer relationship management work: evidence from the banking industry in Taiwan

Soon after becoming a WTO member, Taiwan found the internationalisation and liberalisation in the financial industry ushered its domestic banks into a new era. In response to this global trend, all its banks strove to rely on customer relationship management (CRM) to enhance customer value (CV). This study aims to probe further into the connection between CV and CRM. A series of examinations revealed that (1) both functional and social value impact customer behaviour directly and positively; (2) customer satisfaction positively and directly affects customer loyalty; (3) a positive and direct relationship exists between customer loyalty and customer behaviour; and (4) the positive and significant relationship between CV and customer behaviour can be developed through mediators such as customer satisfaction and customer loyalty. Consequently, banks should offer their customers different services, products, and marketing channels to meet their diversified needs to cultivate a win-win environment of CRM for both parties.     

Managing Customer Switching Behavior in the Banking Industry

This study aimed to explore the factors that lead to the intention to stay and the intention to switch in the banking industry. The research adopted a qualitative, inductive approach to data collection using a sample of 19 Australians customers who use banking services, and two Australian bank managers. The factors that are important to the customers' decision to change banks or to diversify their accounts include: (a) customer service and customer intimacy; (b) response to service failure; (c) effect of advertising; (d) reputation; (e) ease of banking; and (f) customer value.     

客户忠诚理论的价值分析和驱动模式研究

在客户关系管理(CRM)中,客户忠诚是其基本目标。客户忠诚是一种导致消费者与品牌发生联系的态度,进而表示出来的一种由个人特征、环境和购买情景共同作用的购买行为模式。在分析客户忠诚对客户关系管理的价值,客户忠诚的度量指标和维度分类的基础上,提出了客户忠诚的满意驱动、价值驱动、双因素驱动和多因素驱动四种驱动模式以及各因素对客户忠诚的驱动机理,揭示了客户忠诚的本质,为企业客户关系管理中达到客户忠诚提供理论支持和实践方法。     

运用CRM提升客户忠诚度的途径探讨

提升客户忠诚度是当前营销领域的一个热点和难点,良好客户服务是提升客户忠诚度的最佳方法。为营造以客户为中心的业务流程、建设客户数据库、完善客户服务、开展客户分析和个性化服务,在CRM支持下提高客户忠诚度的途径,运用CRM中的分析型功能收集、整合和分析客户数据以提高客户忠诚度。     

客户关系管理中基于数据挖掘的客户细分研究

客户关系管理(CRM)是适应企业“以产品为中心”到“以客户为中心”的经营模式的战略转移和关系营销的需要而发展起来的新的管理理念,它把在保证企业利益的前提下追求客户满意和客户忠诚作为最终目标。客户细分是客户关系管理系统的核心功能之一,可以对客户获取、客户保持及客户增值等客户关系管理过程提供全面支持,提升客户满意和客户忠诚。     

An integrative approach to relationship marketing,customer value,and customer outcomes in the retail banking industry: a customer-based perspective from Turkey

Given how important it is to provide superior value to customers and to maintain customer loyalty for a sustainable competitive advantage, the aim of this paper is to examine the relationships among relationship marketing components of – trust, competency, commitment, communication, and conflict handling, – relationship investment, relationship quality, perceived customer value, satisfaction and loyalty in an integrated framework in the Turkish retail banking industry. Unlike previous studies, this research extends the literature by analysing affective as well as cognitive dimensions in the same model with a holistic view by simultaneously examining the direct and indirect effects of the related concepts. The distinctive nature of this study is its evaluation of customer satisfaction and loyalty from the perspective of actual consumers. The research model was tested using data collected from 685 retail banking customers by applying structural equation modelling. The findings show that relationship marketing induces loyalty through relationship quality, customer value, and satisfaction, which are mainly provided by trust, communication, and relationship investment. Furthermore, relationship investment and relationship quality are the most important factors in the development of customer value, satisfaction, and loyalty. The emotional value dimension, which captures the affective aspects of perceived value, has the strongest effect on both satisfaction and loyalty.     

论企业组织结构重整与CRM的成功实施

CRM的出现是提高客户满意度,保持客户并实现客户与企业价值共贏,是以客户为中心的现代管销理念的一种体现。但CRM实施结果并不令人满意。企业必须转变经营管理理念,要对企业的整体组织结构进行重整,消除各部门之间的沟通障碍,设立客户服务部,同时应把客户满意度作为一个重要指标纳入营销人员的考核体系,最终达到成功实施CRM的目的。     

商业CRM中的顾客满意度优化模型探讨

摘要：顾客满意度分析是商业CRM(customer relationship management，简称CRM)的重要内容，它不仅反映了商业企业实力与效益，而且反映了商业企业经营管理的本质和服务的核心。本文以商业CRM中的顾客满意度为研究对象，提出了最佳成本条件下的顾客满意度分析与评价体系，包括顾客满意度的描述与评价、质量成本的构成要素、基于质量成本的顾客满意度优化模型等，并结合零售商业企业的实际运行数据对顾客满意度优化模型进行了实证分析。     

Trust,Satisfaction and Loyalty in Customer Relationship Management

SUMMARY

In an attempt to increase customer loyalty amid increasingly competitive business environments, organizations are looking to customer relationship management (CRM) to help provide a solution. In spite of CRM failure rates cited as being as high as 70%, organizations continue to invest hundreds of thousands of dollars on CRM implementations. Attempts of past research to resolve why failure rates are so high have tended to focus on technological factors such as database integration or factors internal to the organization such as system adoption or organizational culture. While these areas are important, reactions of customers may also play a role. This paper uses justice theory to investigate the potential impact that customer involvement in a CRM implementation may have on customer loyalty. Propositions are provided to guide future research.