Frost & Sullivan (Customer Relationship ManagementCRM) (CAGR) CRM Smart 1
劵 絶 (Electronic commerce ; EC) (Data Mining) (Electronic - Customer Relationship Managemente-CRM) (Electronic Commerce / Customer Relationship managementec/crm) CRM 2
(Domestic Banks) (The Local Branches of Foreign Banks) (Face to Face) (Call Center) (E-Mail) (Fax) (Kiosk) (Electronic Banking) (Automated Teller Machine;ATM) (Telephone Banking) (EDI/PC Plus) (Internet Banking) (STKGSMWAP PDA) 3
(Customer-Oriented) Focus) Marketingprofs.com (Service Quality Management ; SQM) (Customer Satisfaction ; CS) (e-crm) (CRM) e-crm e-crm 4
啓 e-crm e-crm e-crm e-crm 5
e-crm 6
(Customer Relationship ManagementCRM) (Contact Management) (Goldenberg, 2000) 7
NCR (Micro - (McKinsey & Company, Inc.) Segmentation ) John Ott CRM CRM DCI CRM Sybase Inc. Tricia Fox Anil Bhatia 8
Emma Chablo CRM CRM (IT) CRM CRM Greg Stevenson CRM CRM Swift Adrian Payne CRM CRM Vince Kellen 9
Communication CRM CTI (Sales Force Automation) (Computer Telephony Integration) (Electronic Commerce) (Optical Character Reader) Operational CRM 10
Cross-selling Up-selling Cross-selling Up-selling Analytic CRM 11
On-Line Analytical ProcessingOLAP Data Mining Data Data Warehouse (e-crm) (Electronic - Customer Relationship Managemente-CRM) (Electronic Commerce / Customer Relationship ManagementEC/CRM) CRM CRM ecrm 12
CRM (Computer Telephony IntegrationCTI) (Web Collaboration) (Sale Automation) (Data Mining) (Enterprise Resource PlanningERP) 13
CRM ecrm CRM ecrm Data ModelData Mart Contact Repository Data Warehouse (Converged) Call Center (Adoptive) Data Model CRM 14
(Face to Face) (Call Center) Fiona Graham Phone Center Call Center 15
CTI Call Center e-mail Call Center (Inbound) (Outbound) (Inbound) (Outbound) 16
(Outbound) IP Web-Enabled CMI(Contact Medias Integration Center) (Self Service) (Call Me Back) (Automated Teller MachineATM) ATM 17
(Internet Banking ) (Internet Banking) Network BankVirtual BankCyber Bank Internet 18
Sneddon (Telephone Banking) (Mobile Banking) (SIM Tool Kit;STK) (Function table) (Short Message Service;SMS) 19
WAP WAP WAP STK WAP STK STKSIM Tool Kit SIM WAP WAPWireless Application Protocol WAP 20
ATM ATM ATM Barclays Bank 21
ATM 22
e-crm e-crm (Fargo) (Vachovia) (Bank one) (Royal Bank of Canada Co.) VLINX eciti CATV 23
service level ATM (Internet trading center)b2c PC home online (mini-branch) 24
(Universal Banking) WTO ERP MMA 25
Gronroos e-crm (Channel Management Evaluation Model) Stanley A. Brown e-crm Brown 26
Peppard Stanley A. Brown (Information) (Communication) 27
(Transaction) (Electronic data interchange; EDI) (Distribution) (Service) 28
(Tangibles) (Reliability) (Responsiveness) (Competence) (Access) (Courtesy) (Communication) (Credibility) (Security) (Understanding) Carman PZB (Generic) 29
Stanley A. Brown 30
31
e-crm e-crm e-crm Stanley A. Brown Stanley A. Brown e-crm e-crm 32
33
(Computer-administered questionnaire) (E-mail survey) (E-mail) (Online survey) (Internet survey) (Web page) FTPtelnet 34
Parasuraman Zeithaml & Berry (Intangibility) (Heterogeneous) (Inseparability) 35
(Perishability) PZB PZB (Quality) (Perception) (Expectation) Q = P E Q P E 36
PZB 37
e-crm Stanley A. Brown e-crm Stanley A. Brown t 38
e-crm (Structured) (Multiple choice questions) e-crm Stanley A. Brown (Likert scales) e-crm e-crm 39
e-crm 40
41
42 (Information) ATM
(Communication) 43
(Transaction) 44
(Distribution) (Access) 45
46 (Service)
47
e-crm e-crm e-crm (Non-random sampling) (Snowball sampling) 48
e-crm (Random sampling) e-crm e-crm (ATM) (Questionnaires survey method) Microsoft FrontPage XP HTML Web 啓 49
啓 e-crm e-crm 50
51
α 52
53
54
55
SPSS 10.1 (Reliability) (Consisency) Guieford Cronbach sα α α α α (Content Validity) (Sampling) (Face) (Sampling) 56
(Item) (Face) (Descriptive Statistics) e-crm (Paired-samples t Test) e-crm 57
e-crm Cronbach s α Cronbach sα 0.7146 0.8055 0.8180 0.7512 0.8833 0.7226 0.7501 0.8115 0.7803 0.7604 0.8774 0.7308 0.8599 58
Cronbach s α Cronbach s α e-crm (Validity) e-crm (Content validity) 59
60
61
191 46.8% 217 53.2% 408 100% 85 20.8% 266 65.2% 39 9.6% 16 4.4% 408 100% 4 1% 38 9.3% 325 79.7% 41 10% 408 100% 62
54 13.24% 19 4.66% 144 35.29% 40 9.8% 34 8.33% 35 8.58% 82 20.1% 408 100% 49 12% 221 54.2% 30 7.4% 17 4.2% 11 2.7% 27 6.6% 53 13% 408 100% 63
54 13.5% 237 58.1% 79 19.4% 22 5.1% 12 2.9% 4 1% 408 100% N 30 394 110 244 337 186 121 38 64
ATM VIP ATM 65
e-crm e-crm e-crm 66
4.3971 0.7108 (4) 4.2647 0.7540 10 4.1176 0.7998 17 4.0711 0.7976 19 3.9167 0.9446 24 4.2696 0.7457 8 4.3873 0.7465 (5) 4.4020 0.7320 (3) 4.2402 0.6947 11 4.2034 0.8236 13 4.1716 0.8174 14 4.2868 0.7342 7 4.5466 0.7133 (2) 4.3578 0.6970 6 4.6029 0.6184 (1) 4.1495 0.6937 15 4.2353 0.7442 12 3.9877 0.7199 22 4.0613 0.7409 21 4.1324 0.7660 16 3.9191 0.8926 23 4.1029 0.7800 18 4.2647 0.7507 9 4.0662 0.8939 20 67
e-crm e-crm 68
3.4069 0.9769 (4) 3.3382 1.0028 9 3.1593 0.9645 18 3.1127 0.9519 20 2.8725 1.0126 23 3.2451 0.9579 17 3.1225 1.1236 19 3.3186 1.0934 10 3.2672 1.0466 15 3.2770 1.0203 14 2.8088 1.1206 24 3.3701 0.9497 7 3.2500 1.1111 16 3.4265 0.9402 (1) 3.0025 1.1117 22 3.3946 0.9105 (5) 3.3431 0.9788 8 3.2892 0.8526 12 3.2868 0.9105 13 3.4167 0.9626 (2) 3.3874 0.8597 6 3.4118 0.9467 (3) 3.3137 1.0083 11 3.0907 1.0129 21 69
Q P E e-crm e-crm 70
-0.5317 1.1850-0.6911 1.1487-0.6985 1.1389-0.7157 1.2451-0.7549 1.1534-0.7745 1.1510-0.8922 1.2174-0.9167 1.1949-0.9264 1.3841 ATM -0.9265 1.2300-0.9313 1.1498-0.9510 1.2992-0.9583 1.2909-0.9584 1.2245-0.9730 1.2408-0.9755 1.3770-0.9902 1.1496-1.0245 1.2517-1.0442 1.4512-1.0834 1.3729-1.2648 1.3979-1.2966 1.3475-1.3628 1.4639-1.6004 1.2905 71
(Paired-Samples t Test) e-crm e-crm e-crm e-crm 72
17.397 0.000** 15.214 0.000** 14.995 0.000** 15.808 0.000** 14.532 0.000** 16.532 0.000** 18.273 0.000** 15.938 0.000** 15.839 0.000** 13.520 0.000** 18.802 0.000** 15.495 0.000** 19.434 0.000** 16.362 0.000** 25.050 0.000** 13.220 0.000** 14.802 0.000** 12.389 0.000** 13.591 0.000** 11.610 0.000** 9.0650 0.000** 12.153 0.000** 14.785 0.000** 14.309 0.000** 73
25.050 19.434 18.802 18.273 17.397 16.532 16.362 15.938 15.839 15.808 15.495 15.214 14.995 14.802 14.785 14.532 14.309 13.591 13.520 13.220 12.389 12.153 11.610 9.0650 74
75
76
e-crm 77
Intercept 34.121 1 34.121 34.121 253.019 4.481 18 0.249 1.846 0.020* 10.940 19 0.576 4.270 0.000** 8.191 19 0.431 3.197 0.000** 12.999 17 0.765 5.670 0.000** 4.714 14 0.337 2.497 0.002** 43.154 320 0.135 556.932 408 ** P<0.01 * P<0.05 78
(Performance) 79
(Performance Evaluation Matrix ; PEM) 1 5 08 12 1 7 23 07 06 13 09 02 03 04 20 18 05 11 19 24 10 16 01 14 22 21 80
81
e-crm e-crm e-crm e-crm 82
e-crm 83
e-crm e-crm e-crm e-crm 84
85
e-crm e-crm 86
e-crm e-crm e-crm 87
BITS e-crm 88
e-crm Stanley A. Brown e-crm e-crm e-crm 89
90
91
Anil, Bhatia, Customer Relationship Management, 1st ed., toolbox Portal for CRM. 1999 Adrian Payne, A Strategic Framework For Customer Relationship Management, A BT CRM White Paper,pp.2,March 2002. Angehrn, Albert A. and Meyer, Jens F., "Developing Mature Internet Strategies-Insights from the Banking Sector," Information System Management, pp.37~43, summer 1997 Alex Sbesbunoff Winning CRM Strategies ABA Banking Journal 1999 Cronin, Mary J. ed., "Frontier of on-line financial services", Banking and finance on the Internet, 1997. Christian Bauer and Joe Colgan Planning for electronic commerce strategy : an explanatory study from the financial services sector Logistics Information ManagementVol.14 Number 1/2 P.24-322001 Digital Consulting Institute, Customer Relationship Management http://www.dci.com/crm Emma Chablo, The Importance of Marketing Data Intelligence In Delivering Successful CRM, http://www.crm- forum.com/2000 92
Greg Stevenson, Customer economy customer interaction, Information Week, pp78~84., 2000 September Gronroos and Christian Service Management and Marketing Managing the Moments in Truth in Service Competition Lexington MA:Lexington Books. 1990 John Ott, Successfully development and Implementing Continuous relationship management, e-business executive report, pp.26-301999 JOE PEPPARD Customer Relationship Management(CRM)in Financial Services European Management JournalVol.18 No.3 2000 June Kettinger, W.J. and Lee, C.C., "Exploring a Gap Model of Information Services Quality," Information Resources Management Journal, 8(3), pp 5-16, 1995 Summer Kauffman, R. J., Laura Lally, "A Value Platform Analysis Perspective on Customer Access Information Technology," Decision Sciences, Vol. 25, No. 5/6, pp. 767~794. Miller, J. A., Studying Satisfaction, Modefying Models, Eliciting Expectation,Posing Problems and Making Meaningful Measurements, Cambridge, Mass,.Marketing Science Institute, pp.72-911977 MicroStategy. ecrm- a technology-based marketing phenomenon Remember Norman Rockwell s. [On-line]. Available: http://www.microstrategy.com/download/files/whitepappers/ecm12.pdf 2000 Parasuraman, Zeithaml and Berry, A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, Vol.49 Fall, PP.441985 Parasuraman, Zeithaml and Berry, "SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality", Journal of Retailing, pp. 12-40, 1988 Spring Palmer, Jonathan W. and Griffith, David A., "An Emerging Model of Web Site Design for Marketing", Communications of the ACM, Vo1. 41, No. 3, pp. 45~51, 1998 March 93
PricewaterhouseCoopers, "Inside The Mind of The CEO The 2000 Global CEO Surrey," World Economic Forum Annual meeting 2000 Davos, Switzerland, p.9, 2000 Jan Peppard, J., Customer Relationship Management (CRM) in Financial Services, European Management Journal, Vol. 18, No 3, pp.312-327 2000 Reich, B. H., "An Empirical Investigation of the Factors Influencing the Success of Customer-oriented Strategic Systems," Information Systems Research, Vol. 1, No. 3, pp. 325~347, 1990 Sybase Inc., DataArchitect S-Designer Version 5.0 Manual,June Sneddon, Mark, Cyberbanking: Remote Banking Using the Internet, Australian Business Law Review, 25(1), p. 64-671997 STANLEY A. BROWN Customer Relationship Management A Strategic Imperative in the World of e-business PRICEWATERHOUSECOOPERS2000 Swift, R., Accelerating Customer Relationships, Prentice Hall2001 SneddonMark."Cyberbanking: Remote banking using the Internet" Australian Business Law ReviewVol. 25, No. 1pp. 64-671997 February Tricia Fox, Steve Stead (CRM (UK) Ltd, SECOR Consulting), Customer Relationship Management: Delivering the Benefits http://www.crm-forum.com/2001 Vince Kellen CRM Measurement Frameworks Blue Wolf White Paperp.42002 May 94