The Social Capital Analysis of e-CRM:A Case Study of Fubon Securities’ Online Securities Trading Platform (OSTP)

• Main Authors: An-sheng Lee, 李安生
• Other Authors: Tzu-Chuan Chou
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/38487286473331656972

碩士 === 國立高雄第一科技大學 === 資訊管理所 === 93 === With the fast growth of the application of the Internet, the impacts of electronic commerce (EC) will be felt at all levels of society including business and the individual. Meanwhile, customer relationship management (CRM) will increase customers’ loyalty, create more effective marketing, and improve the customer service, and in turn enhance the company’s competitive advantages. Along with these two trends, however, we know little about the distinct characteristics of e-CRM in comparing with conventional CRM. To address this gap, this thesis explores those distinct characteristics of e-CRM in terms of the social capital theory. The objective of this study is to examine how social ties have evolved over time in EC platforms may impact on the management of CRM. Drawing on a Taiwanese case study, an online securities trading platform (OSTP) of a securities company, this thesis examines business practices in e-CRM which are based on social capital along three dimensions: structural, relational and cognitive. This thesis employs the focus group method as a main strategy to interview and analyze the data, which are collected from the case company’s stockbrokers, and staffs in both financial and managerial departments. Also, the triangulation methodology is employed to improve the quality of this study. Our findings show that: conventional CRM more relies on the interpersonal social capital. That is, the face-to-face interacts between customers and brokers will facilitate the construction of good relationships. In contrast, OSTP changes the trading time and spatial limit for customers. However, to establish a relationship with customer on OSTP is more difficult. Thus, the securities company needs to improve their soft/hardware facilities, and enhance the interactions between brokers and customers. The study suggests that several factors should be taken into account in developing e-CRM. The results also show that OSTP may be a double-edged sword that is both a resource in facilitating EC and a burden that undermines the connections with customers. The implications of the lessons learned and future research directions are also discussed.