| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 107 === SUMMARY
Face to the technological era, the banking industry how to cope with the industrial transformation and how to play the function of big data in customer relationship management, and become a crucial issue on the field of financial technological. The study collected the experts from the bank industry are our subjects, and performing the method of Analytic hierarchical process. The study results shows that crucial successful factors on decision makers to implement customer relationship management is processes, the highest weights for the overall sample, followed by the strategy, data, organize, applications and technology. In addition, the overall analysis of the sub-factor assessment indicators in order of weight from high to low in order are clear and specific customer strategy, customer value includes: (1)Accelerate and integrate related distribution/supportive services and projects; (2)Maintaining and developing the brand value/ development strategies; (3)The extent of application of big data; (4)Increasing customer demand and its potential consumption features; (5)e-CRM needs manager’s supporting and committing; (6) E-analysis on marketing activities and promotion channels, and it combined with internet and telephone materials. Which six key success factors are based on the banking industry into e-CRM. We suggestion relevant e-CRM research and practice business applying this study models.
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