結合顧客滿意與顧客關係管理決策模型---以主要往來銀行預測模型為例
Other Title
An Investigation of Primary Bank Index Models
Date Issued
2004
Date
2004
Author(s)
DOI
922416H002007
Abstract
Researchers have demonstrated dramatic increase in profits can come from a small
increase in customer retention rate. Especially in financial institutions, many know the
80/20 rule: i.e. that 80 per cent of profits come from 20 per cent of customers. In fact,
some banks have found that high profit households may in fact represent in excess of 100
per cent of profits because unprofitable ones subtract so much. Thus, CRM has gained
much attention from both the academies and the practitioners, in which it will help
managers to focus on a small group of current good customers. However, the current
good customers might not be the future good customers or the current good customers
might have the potential to become even better. In this study, we propose a primary bank
index (PBI) for bank industry to indicate customers who treat X Bank as their primary
bank. We assumed that customers who treat X Bank as their primary bank have higher
propensity to transact with X Bank in the future. Therefore, PBI not only implies the
current value of a customer, but also the potential value of a customer. In this study, we
propose a PBI predictive model based on CSI model and demographic data. Furthermore, we suggest the future model developments.
Subjects
customer relationship management
customer satisfaction index
CSI
customer potential
data mining
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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