| Summary: | 碩士 === 中國文化大學 === 財務金融學系 === 105 === Based on rapid progress in modern information network technology, big data has accumulated quickly and is applied to be the focus of public attention. Business use big data to analyze customer preferences and provide customized services, consulting and related product information. Business obtained the network data from the customer for internet use, if the higher customer acceptance of network banking, the financial sector will be more favorable data, can also create new marketing thinking, while increasing financial integrated marketing. For the use of customer information, however, offer to customer service and product, also could make the customers have personal privacy breaches to disappointment and dissatisfaction to business, further clarify the interaction between each other.
LISREL8.70 and SPSS 18.0 software are adopted in this study as a data analysis tool, to conduct questionnaire recycling, to understand the relationship among variables in the study. The structural equation modelling is applied to investigate the causality of the application of big data and the network banking acceptance on customer relationship quality and integrated marketing. The results show that the big data application has a significantly positive impact on customer relationship quality and integrated marketing. The network banking acceptance has a significantly positive impact on customer relationship quality and integrated marketing. The relationship between big data application and integrated marketing is partially mediated by customer relationship quality. The network banking acceptance will reinforce the positive relationships between big data application and customer relationship quality and integrated marketing.
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