信用合作社客戶經驗管理之探討:以彰化五信為例張家盛、姚惠忠

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信用合作社客戶經驗管理之探討:以彰化五信為例張家盛、姚惠忠

摘要

台灣地區的基層金融機構—信用合作社，在政府推行金融自由化、國際化的金融政策之後，面對著偌大的強力衝擊面—隨著金融市場的爭奪戰日益激烈，信用合作社飽受有史以來最嚴酷的考驗：營運成本相對的提高、營業風險的升高及存放款業務競爭激烈。信用合作社要在這瞬息萬變的環境裡，保持競爭力是一件困難的事。本研究發現：經由「主觀順序事件技術(SSIT)」的分析案例，含有「特殊經驗(服務)增溫因子」、「關係紐帶增溫因子」、「比較強化增溫因子」、「發現祕密增溫因子」及「損害緩減因子」等因子。本研究既可清楚顯現出，服務人員直接與間接對客戶的互動之整個的「過程」與

「脈絡」的情況。在研究中的五大類型因子，所產生的增溫表現，能用於客戶經驗管理架構的分析顧客經驗成立的模組，

去建構經驗平台，與品牌形象、顧客介面、持續創新等相結合，促使成為執行步驟之決策依據，去實施符合「客戶角色的需求」的關係策略與服務品質。

關鍵詞 : 信用合作社 ; 客戶經驗管理 ; 關係策略 ; 服務品質 ; 主觀順序事件技術目錄

內容目錄中文摘要　．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要　．．．．．．．．．．．．．．．

．．．．．．． iv 誌謝辭　　．．．．．．．．．．．．．．．．．．．．．． v 內容目錄　．．．．．．．．．．．．

．．．．．．．．．． vi 表目錄　　．．．．．．．．．．．．．．．．．．．．．． viii 圖目錄　　．．．．．．．．

．．．．．．．．．．．．．． xi 第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1 　　第一節　　研究背景與動機．．．．．．．．．．．．． 1 　　第二節　　研究目的．．．．．．．．．．．．．．．． 5 　　第三節　　研究流程．．．．．．．．．．．．．．．． 7 第二章　　文獻探討．．．．．．．．．．．．．．．．．． 8 　　第一節　　關係行銷．．．．．．．．．．．．．．．． 10 　　第二節　　顧客關係管理．．．．．．．．．．．．．． 35 第三節　　顧客經驗管理．．．．．．．．．．．．．．．． 43 第四節　　信用合作社相關文獻研究．．．．．．．．

．．． 70 第三章　　研究方法．．．．．．．．．．．．．．．．．． 77 第一節　　資料蒐集方式．．．．．．．．．

．．．．．．． 77 第二節　　研究分析及方法．．．．．．．．．．．．．．． 79 第三節　　SSIT簡介．．．．．．．

．．．．．．．．．．． 83 第四章　　資料分析．．．．．．．．．．．．．．．．．． 88 第一節　　研究分析．．．

．．．．．．．．．．．．．．． 88 第二節　　A、B、C及X客戶分群的比較．．．．．．．．．． 126 第三節　　與關係策略、服務品質現有文獻的比較．．．．． 134 第五章　　結論與建議．．．．．．．．．．．．．．．．． 159 第一節　　研究結論．．．．．．．．．．．．．．．．．． 159 第二節　　研究建議．．．．．．．．．．．．．．．．．

． 163 第三節　　研究限制．．．．．．．．．．．．．．．．．． 164 第四節　　後續研究．．．．．．．．．．．．

．．．．．． 164 參考文獻．．．．．．．．．．．．．．．．．．．．．．．166 附錄A　　本研究訪問對象及記錄．

．．．．．．．．．．．．183 參考文獻

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信用合作社客戶經驗管理之探討:以彰化五信為例 張家盛、姚惠忠