| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 92 === Leasing industry always serves as a helping hand in the development of small and medium enterprises in Taiwan for the past thirty years. Having the advantages in flexibility, efficiency and professionals, many small and medium enterprises used to raise funds for investment or operation through leasing and installment. Although leasing industry in Taiwan has been through several economic cycles, its market scale shows a steady growth in recent years. In order to meet customer need and market change, leasing firms should build customer oriented marketing strategies, processes and information systems rather than depending on direct sales force. Thus, customer values and profits are increased under effective risk management.
This thesis applies case study method and selects a leasing company as a target to build Customer Relationship Management (CRM) framework for leasing industry. This framework contains CRM objectives, strategies, processes and systems. The researcher then formulates propositions and conducts an empirical study for the chosen company. Result shows that CRM properties of the targeted company are as follows; i.e., objectives were focused on transaction or marketing efficiency, strategy was tactical, and process was to increase transaction or marketing efficiency.
Finally, we suggest short-term and long-term objectives for the target company. Short-term objective is “operational excellence” CRM. To accomplish this goal, the target company should first integrate different information systems for cost reduction and product increase. Secondly, it should improve customer interaction quality to increase the possibility for returning transaction. As for long-term objective which is “customer intimacy” CRM, appropriate customer-oriented market segmentation and contribution-oriented service provision are required to increase customer retention rate and extend the “life cycle” for valuable customers.
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