金融商品行銷行為認知研究－以客戶關係應用為例

Perception Factors of Financial Marketing Behavior-The Case of Customer Relation Management System

10.30163/BR.201209.0002

林靜雯(Ching-Wen Lin)；林靜怡(Ching-Yi Lin)；劉冠伶(Guan-Ling Liu)

客戶關係系統 ； 金融行銷 ； 知覺價值 ； 理財專員 ； Customer Relation Management ； Financial Marketing ； Perceived Value ； Financial Consultants

文大商管學報

17卷2期（2012 / 09 / 01）

21 - 40

繁體中文

商業銀行業者都具有共同之通路，金融商品差異性不高，其所有擁有之資訊系統設備差異亦不大。唯有「人員」是關鍵的差別所在，理財專員在銀行業的強力支持及輔助之下成為銀行業與顧客接觸之重要管道。客戶關係系統必須提供包含充分、完備、立即及正確的資訊。因此身為前線之理財專員與客戶關係系統間之互動便掌管銀行業營運重要之環節，亦即客戶關係系統與銀行理財專員所提供之服務是有其相關連性存在。本研究將探討銀行理財專員應用客戶關係系統會產生何種感受及影響，進而對金融行銷認知的影響。根據相關文獻探討與彙整歸納出影響理財專員金融行銷之因素，彙整歸納出三個主要構面：客戶關係系統、知覺風險及知覺價值。並利用決策實驗室分析法（DEMATEL）分析各管理問題間之複雜關係以釐清客戶關係系統、知覺風險及知覺價值三者之因果關係。由因果關係圖分析，顯示客戶關係系統的「資訊品質精確性」為所有影響銀行理財專員進行金融行銷之重要關鍵因素。本研究有助於理財專員及銀行業進行顧客行銷對策之研擬，並藉由資訊科技創造出高績效。

Commercial banking industries have similar sales platform. In other words they have approximate similar financial products and information facilities. Compare with information systems facilities, ”Human Capital” is more critical. The financial consultants have strong support and assistance form banking industry. So the financial consultant is an important channel of bank and customer. Customer relation management must be provided to contain, complete, immediate and accurate information. The interaction between financial consultant and customer relation management related to banking operations.This study will examine the financial consultants to apply customer relation management. It will demonstrate customer's perception and cognition. Further this study will examine financial consultant cognitive effects of financial marketing. According to the literature review summarized and compiled the impact factors of financial consultants when they marketing the financial products. Secondly, this study collected and categorized the three main dimensions: customer relation management, perceived risk and perceived value. And it applied DEMATEL analysis in order to clarify the causal relationship between customer relation management, perceived risk and perceived value. The result find information quality accuracy of customer relation management is a key factor when the financial consultants conduct financial marketing. This study has contribution for financial consultants and customer relation management and banking industry to develop customer marketing strategy. And they can use information technology to create high-performance.

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