| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 94 === As the international financial market developed towards liberalization and internationalization, the Ministry of Finance substantially opened domestic banks. From then on, the number of new banks increased at high speed, which resulted in more and more serious inter-industry competition. In Nov.(2000) the Institutions Merger Law was completed. It provided a foundation for the financial industry consolidation, which aimed to promote the competitiveness of financial industry of our country, but neglected the influence of customer losing during the process of consolidation. This research divides the business customers into two main groups: lost customers and normal customers, and thoroughly studies the differences of each group in the respect of ustomer involvement degree, customer loyalty and customer satisfaction .
By close questionnaire manner, this research chooses the customers of a finance center in financial industry as a source for the research, and makes a sample collection by systematic sample survey and substantive study, then with the help of SAS statistical software to deal with the statistics, divides all the collected variables (including lost customers and normal customers) to be 80% of experiment group and 20% of verification group. With the application of identifying and analytical process, this research helps the bank financing commodity to establish a model of Lost Customer Decision Support System, which can provide ways for bank financing personnel to strengthen contact with customers, can increase customer loyalty and customer satisfaction, can pre-master the indications of crisis of customer losing so to take precautions in an early stage. In the meantime, this research respectively studied the difference of high involvement customer group and low involvement customer group with the model of Lost Customer Decision Support System, and proposed some suggestion for the marketing strategy according to the above analytical result.
This study reveals：
A: The association between high involvement customer group and the model of Lost
Customer Decision Support System
1.The false ratio and hit ratio of high involvement customer group are respectively
18.43% and 81.57%. Since the hit ratio is so high up to 81.57%, it indicates that the
model of the research is with reliability.
2.According to Lost Customer Decision Support System of the high involvement
customer group, it finds that the group put more importance on satisfaction rather
than loyalty. This tells that the bank financing personnel should pay more attention to
self financing know-how and improve the service quality. The bank should add
financing functional desks to provide transaction convenience in the aspect of
hardware facility. Because the pyramid topmost customers put much emphasis on
privacy, a part of business should become visiting service, to strengthen willingness of
intercourse service, so to decrease the number of lost customers.
B: The association between low involvement customer group and the model of Lost
Customer Decision Support System
1. The false ratio and hit ratio of low involvement customer group are respectively
22.11% and 78.89%, which indicates that the model of the research is with reliability.
Compared with high involvement customer group, the hit ratio is slightly lower, which
indicates that the higher the involvement is, the better the predictive ability of the
model of the research is.
2.The research finds that the major cause of lost customers is the same as that of high
involvement customer group. That is to say, false predict may happen by the influence
of variables such as the human factors ease of transaction and costs consideration.
This discovery indicates that the customer of financing commodity is emphasizing the
most on the satisfaction of service offered by the bank, which can be taken as a
reference for the bank financing personnel.
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