A Study of Customer Relationship Management of Securities Industry- A Case of Yuanta Core Pacific Securities

• Main Authors: Chung-Che Yang, 楊宗哲
• Other Authors: Tingson Wang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/pwxr5p

碩士 === 國立東華大學 === 企業管理學系 === 95 === The competition in Taiwan’s securities industry has become more severe in recent years. Securities firms’ marketing strategies therefore shift from product orientation to marketing orientation. Consequently, Customer Relationship Management (CRM) plays a more important role in this industry. Among current literature, CRM is considered a key success factor (KSF) in securities industry. Hence, establishing a comprehensive CRM system is useful to reinforce a securities firm’s core competitive. This research applies questionnaire data from Yuanta Core Pacific Securities and uses T-test、Factor analysis and ANOVA to analyze these data. The findings of this research include: (1) most interviewees adopt telephony interface; (2) satisfaction of interface quality is the highest and satisfaction of financial benefits is the least; (3) customer satisfaction would be different when different trading interface is adopted; (4) influencing factors of interface choices are marketing stimulation, contents of service, situation of service, quality and attribution; (5) there is a positive relation between marketing stimulation and customers’ satisfactions; (6) there is a negative relation between contents of service and customers’ satisfactions.