The Customer Relationship Management Performance in Professional Competance、Interactive Intensity、Relationship Quality—Taipei and Kaohsiung City Banking Wealth Management as an Example

[[abstract]]隨著服務業產值佔GDP比率日漸增高，服務業發展之重要性乃倍受重視。在台灣加入世界貿易組織後，金融業無不積極強化競爭力並追求利潤，才能在競爭激烈的市場上佔一席之地。在金融控股公司法通過並正式實施後，銀行可以跨業經營，發揮互補之綜合績效，增進競爭活力，因此綜合性的財富管理服務已呈不得不然之方向。銀行業如何在此一環境下有效地執行其顧客關係管理（Customer Relationship Management,CRM），與顧客建立良好的關係品質、維繫長期關係，使其不斷的購買產品與服務，已日益受到銀行業的重視。 綜觀相關文獻，本研究引申Crosby et al.（1990）及Lagace et al.（1991）觀念，進一步探討專業能力、互動程度、關係品質與顧客關係管理績效之關係。 據之前揭動機，本研究遂以金融監督管理委員會2004年經濟金融概況有關本國銀行財務、業務概況表所列之銀行為抽樣標準，先排除郵局及中小企業銀行等，選擇其中公民營銀行及外商銀行共八家位於台北與高雄兩市分行之財富管理顧客計304名作為研究對象，獲致主要結果為： 一、專業能力與關係品質呈現顯著正相關。 二、互動程度與關係品質呈現顯著正相關。 三、關係品質與顧客管理績效呈現顯著正相關。 四、專業能力與顧客管理績效呈現顯著正相關。 歸結這些結果，本研究建議： （一）經由結論可知，顧客對於理財專員個人的滿意度大於整體銀行，因此銀行應在非個人服務的整體表現上提昇，如資產品質良好、資訊系統穩定、通路便利…等，甚至在心態、組織、管理上都應該調整，以重視顧客終身價值的新思維及新做法全面創造優勢，而非僅僅在理財專員個人化的服務上努力。 （二）經由結論可知，顧客對於整體銀行的信任大於理財專員個人，因此銀行應積極培養理財專員的穩定性與專業性，以取得顧客的信任。理財專員的態度，必須讓顧客感受到是重視其實際需求而非以銷售獲利為導向。確立顧客的需要及經由關係品質發展忠誠度，才能創造顧客關係管理的良好績效。[[abstract]]As the ratio of GDP has been largely contributed by service sectors, the development of these industries worthy notifying. After Taiwan officially becomes a WTO（World Trade Organization）member, the financial industry is so actively to up their competitiveness and profit for survival in this competitive marketplace. Afterward the financial holding law of Taiwan was released, the individual financial company could be merged under one financial holding company by the law. Thus improving the company’s efficiency, expanding economical-scale and providing consumers with one-stop shopping in the wealth management service is the ultimate goal. From the literature reviewing, this study refer to the concept of Crosby et al.(1990) and Lagace et al.(1991), to explore the relationship between professional competence, interactive intensity, relational quality and customer relationship management performance. Based upon this motivation, the study has used 304 wealth management customers as samples from the government owned banks, private-owned banks, foreign banks in Taipei and Kaohsiung city listed in the Financial Supervisory Commission, Executive Yuan. We find that: 1、Professional competence has significant positive relation with relation quality. 2、Interactive intensity has significant positive relation with relation quality. 3、Relationship quality has significant positive relation with customers relationship management performance. 4、Professional competence has significant positive relation with customers relationship management performance. To summarize the finding, we suggest： （1）through conclusion then, customer for financial planner the personal satisfaction in specialist big in whole bank, so bank in response to promote on not personal ministrant and whole performance, if the property quality is good, information system stability, channel convenience … etc., even should adjust in mindset, organization, managing, to value the customer is worth life long of new thought and new modus create the advantage overall, rather than work hard in financial planner specialist personalizing of serving only. （2）through conclusion then, the customer trust toward whole bank big in financial planner the specialist personal, so bank at the request of develop the stability and professions of financial planner the specialists actively, to obtain the trust of the customer. Financial planner the specialist of attitude, must let customer felt is to value it actual rather than with the sale make a profit for lead to. The demand of the establishment customer and good results that can create the customer relationship management performance by relational quality development loyalty