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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
dc.contributor.author | Pei-Hsuan Lin | en |
dc.contributor.author | 林佩璇 | zh_TW |
dc.date.accessioned | 2021-06-08T00:59:17Z | - |
dc.date.copyright | 2015-03-13 | |
dc.date.issued | 2014 | |
dc.date.submitted | 2015-01-23 | |
dc.identifier.citation | 一、 英文文獻
1. Blattberg, Robert C. and John Deighton (1996), “Manage Marketing by the Customer Equity Test,” Harvard Business Review, July-August, 136–144. 2. Gupta, Sunil and Donald R. Lehmann (2003), “Customer as Assets,” Journal of Interactive Marketing, 17 (1), 9–24. 3. Jain, Dipak and Siddhartha S. Singh (2002), “Customer Lifetime Value Research in Marketing: A Review and Future Directions,” Journal of Interactive Marketing, 16 (2), 34–46. 4. Malthouse, Edward C. and Robert Blattberg (2005), “Can We Predict Customer Lifetime Value?” Journal of Interactive Marketing, 19 (1), 2–16. 5. Pfeifer, Phillip E., Mark E. Haskins and Robert M. Conroy (2005), “Customer Lifetime Value, Customer Profitability, and the Treatment of Acquisition Spending,” Journal of Managerial Issues, 17 (1), 11–25. 6. Reinartz, Werner J. and V. Kumar (2000), “On the Profitability of Long-life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing,” Journal of Marketing, 64 (4), 17–35. 7. Venkatesan, Rajkumar and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, 68 (October), 106–125. 8. Wisner, Joel D., and William J. Corney. 'Comparing practices for capturing bank customer feedback-Internet versus traditional banking.' Benchmarking: An International Journal 8.3 (2001): 240-250. 9. Hamilton, Robert, and J. Barry Howcroft. 'A practical approach to maximizing customer retention in the credit card industry.' Journal of Marketing Management 11.1-3 (1995): 151-163. 10. Singh, Shweta, B. P. S. Murthi, and Erin Steffes. 'Developing a measure of risk adjusted revenue (RAR) in credit cards market: Implications for customer relationship management.' European Journal of Operational Research 224.2 (2013): 425-434. 11. Fader, Peter S., and Bruce GS Hardie. 'Customer-base valuation in a contractual setting: The perils of ignoring heterogeneity.' Marketing Science 29.1 (2010): 85-93. 12. Chen, Yuxin, and Joel H. Steckel. 'Modeling Credit Card Share of Wallet: Solving the Incomplete Information Problem.' Journal of Marketing Research 49.5 (2012): 655-669. 13. Worthington, Steve. 'Retailer credit cards and direct marketing—a question of synergy.' Journal of Marketing Management 2.2 (1986): 125-131. 14. Haenlein, Michael, Andreas M. Kaplan, and Anemone J. Beeser. 'A model to determine customer lifetime value in a retail banking context.' European Management Journal 25.3 (2007): 221-234. 15. Hamilton, Robert, and J. Barry Howcroft. 'A practical approach to maximizing customer retention in the credit card industry.' Journal of Marketing Management 11.1-3 (1995): 151-163. 16. Wu, Ruey-Chyi, Ruey-Shun Chen, and C-CCJY Chen. 'Data mining application in customer relationship management of credit card business.' Computer Software and Applications Conference, 2005. COMPSAC 2005. 29th Annual International. Vol. 2. IEEE, 2005. 17. Lin, Nan-Hong, et al. 'Making customer relationship management work: evidence from the banking industry in Taiwan.' The Service Industries Journal 29.9 (2009): 1183-1197. 18. Hawkes, Valoris Abram. 'The heart of the matter: the challenge of customer lifetime value.' CRM Forum Resources. Vol. 13. 2000. 二、 中文文獻 1. 潘淑滿(2003)。質性研究理論與應用。台北:心理。 2. Yang, Dong-Jenn, and Jay-M. Wu. 'Is Relationship Marketing Running out of Steam?-Multiple Analysis, 2000-2005.' 關係管理研究 5 (2007): 1-31. 3. Yuan, Chien-Yun, Hung-Jen Li, and Chia-Ju Chou. 'The Study on Customer Value-creation Model: From the Relational Benefits and Relational Bonds Perspectives.' 顧客滿意學刊 9.2 (2013): 135-157. 4. 楊正義. '後卡債時期信用卡行銷策略之研究.' 中央大學管理學院高階主管企管碩士班學位論文 (2008): 1-149. 5. 洪惠敏. '行銷活動對信用卡刷卡行為之影響─ 以計劃行為理論觀點.' 成功大學高階管理碩士在職專班 (EMBA) 學位論文 (2009): 1-115. 6. 邱豐凱.’’信用卡行銷策略與產品演化過程-一個銀行案例探討. ‘’ (2003.) 7. 蔡政良.’’ 銀行信用卡競爭地位之分析. ‘’ (2006.) 8. 彭杏珠. ‘’信用卡大調查.’’遠見雜誌(2013)(12) 9. 林佩璇(2000),個案研究及其在教育研究上的應用,中正大學主編,質的教育研究方法,頁 239-262 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18312 | - |
dc.description.abstract | 顧客管理之概念以行之有年,但在文獻多數為探討財務導向之應用,本研究旨為利用顧客管理之概念比較分析台灣發卡銀行之行銷策略。
本研究在分析台灣信用卡市場各項指標後發現,歷經雙卡風暴、金融危機後,台灣持卡人消費習慣已改變,造成近年信用卡市場重要指標有明顯變化,民眾辦卡意願明顯降低,造成持卡數大幅下降,台灣民眾已將信用卡視為純支付工具,而非理財工具。而此變化也影響了發卡銀行信用卡的收入結構改變,手續費收入的重要性與日俱增,甚至超越過去的主要收入來源循環利息。在此情況下,發卡銀行需較過去注重顧客管理,提升經營效率。 本研究旨為利用顧客管理重要指標-汲取顧客率、顧客流失率,跨行比較分析五大發卡銀行兩項指標的波動,歸納造成指標變化的原因。根據本研究的結果,五大發卡銀行雖策略同質性越來越高,但各自顧客管理成效仍依發卡銀行的行銷策略而大相徑庭。整體趨勢上發卡銀行多提高對於高階顧客的重視,但各自目標客群仍依生活形態而有所不同。產品內容方面,五大發卡銀行則是尋求長期性優惠合作廠商,此舉不僅可汲取新顧客,且利用長期性優惠深入持卡人的日常生活,提升轉換成本,避免顧客流失。 本研究乃透過業界角度觀看發卡銀行長期以來顧客管理面之變化,發卡銀行可了解競爭對手顧客管理面之變化與其應用的行銷策略,藉此制定行銷策略。 | zh_TW |
dc.description.abstract | The concept of customer management has been popular for years, but most of the research is applying to finance. The main purpose of this research is using the concept of customer management to compare and analyze the marketing strategy of credit card issuing banks in Taiwan.
Result of the analysis in various indicators, we find that customers in Taiwan have changed their consumption habits after Credit and Cash Card Debt Crisis and Financial Crisis. Customers are not willing to have credit cards as before, which significantly decrease the number of credit cards people hold up. What’s more, people in Taiwan just see credit cards as a mean of payment instead of financial tool. And this change has also influenced revenue structure of banks, making service fee becomes much more important than revolving interest, which was the main way to make money. To improve operating efficiency under this situation, credit card issuing banks need to pay more attention on customer management. The research uses two of representative indicators in customer management, which are customer acquisition rate and customer loss rate to cross compare and analyze. We can conclude the reasons resulting in changes of two indicators in five leading banks. According to the research, although their strategy is becoming more and more homogeneous, they have totally different performance in customer management. Over all, first, most of credit card issuing banks prefer to focus on high-class customers, however, there are something different between their target customers’ life style. Second, credit card issuing banks seek cooperate companies to provide continuous discounts for customers, which helps banks to attract new customers, approaching customers’ daily life. It’s a smart way to increase customers’ switching costs and keep customers from leaving. Observing what happened with customer management in the long run by perspectives of banks can help banks understand what marketing strategies their competitors used, enabling them to make a better marketing strategy. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T00:59:17Z (GMT). No. of bitstreams: 1 ntu-103-R01741047-1.pdf: 2374797 bytes, checksum: 6c784963ed7f8817606485ee3074e195 (MD5) Previous issue date: 2014 | en |
dc.description.tableofcontents | 摘要 IV
第一章 緒論 1 第一節 研究動機 1 第二節 研究問題與目的 2 第二章 文獻探討 3 第一節「信用卡」特性 3 第二節 顧客關係管理 4 第三節 顧客終身價值 6 第三章 研究方法 11 第一節 研究流程 11 第二節 研究方法 12 第三節 研究對象 14 第四章 研究結果分析 16 第一節 信用卡市場背景 17 第二節 資料分析 25 第三節 研究結果 38 第五章 結論與建議 47 第一節 研究結論 47 第二節 未來建議 48 第三節 研究貢獻 51 第四節 研究限制與未來研究方向 53 參考文獻 54 | |
dc.language.iso | zh-TW | |
dc.title | 台灣發卡銀行顧客管理之比較分析 | zh_TW |
dc.title | Comparison and Analysis on Customer Management
of Credit Card Issuing Banks in Taiwan | en |
dc.type | Thesis | |
dc.date.schoolyear | 103-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 郭佳瑋(Chia-Wei Kuo),余峻瑜(Jun-Yu Yu) | |
dc.subject.keyword | 信用卡,發卡銀行,顧客管理,汲取顧客,顧客流失,行銷策略, | zh_TW |
dc.subject.keyword | Credit card,Issuing banks,Customer Management,Customer Acquisition,Customer Loss,Marketing Strategy, | en |
dc.relation.page | 57 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2015-01-23 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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