銀行保險落實提升顧客關係管理效能之研究

How to Promote the Customer Relationship Management Effectiveness in Bancassurance

10.6444/IIP.201206.0185

趙清遠(Ching-Yuan Chao)；趙美雯(Mei-Wen Chao)

銀行保險 ； 顧客忠誠度 ； 顧客關係管理 ； Bancassurance ； Customer Loyalty ； Customer Relationship Management

保險經營與制度

11卷2期（2012 / 06 / 01）

185 - 213

繁體中文

銀行保險盛行乃近年來台灣保險市場發展的新趨勢；無庸置疑的，現已儼然成為台灣壽險業務來源的主要通路。然而，在「顧客導向」經營理念盛行，以及保險經營競爭日益激烈的環境下，為能維續其競爭優勢，更應以提升顧客關係管理效能為首要。因此，在行銷策略上，如何落實運用顧客關係管理系統，提升競爭力，以維續其競爭優勢，實為業界極欲探研之課題。緣此，本文乃針對顧客關係管理效能關鍵要素之探討，研究提出銀行保險落實提升顧客關係管理效能之基本架構、運作流程與管理模式等之實務方法，俾供業界實施之參佐。

In recent years, the flourishing of Bancassurance has been a new tendency for Taiwanese insurance market and also becoming a major channel for Taiwanese life insurance business as well. However, in order to maintain its competitive advantages, it is quite important for the insurance company to view the effectiveness of Customer Relationship Management (CRM) as the top priority, especially when the operating concepts tend to be more customer-oriented and the competitive environment is extremely intense. Therefore, how to apply the system of CRM into practice to increase the competitiveness and maintain the long-term competitive advantages is becoming more and more significant in Bancassurance. Thus, this study primarily focused on the key elements of promoting CRM effectiveness and the way to apply CRM into practice for Bancassurance, including the frame concept, operating process, and management models of CRM for Bancassurance. In applied terms, this study indeed contributed to Bancassurance industry by establishing the empirical supports and advices.