The Research on Commercial Bank Customer’s Profitability

• Main Authors: Tien-I Jen, 任天一
• Other Authors: Shuo-Fen Hsu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/14430695194353801618

碩士 === 國立高雄第一科技大學 === 風險管理與保險所 === 94 === ABSTRACT This study is mainly on the basis of the Customer Profitability from Customer Relationship Management, CRM; furthermore, it will aim to eventually clarify the difference of Customer Profitability between the bank’s customers of personal loan’s and personal investment and wealth management by statistics of regression analysis. Here are the major conclusions below in accordance with the empirical survey :The dimensions of Customers’ characteristics in relation to Customer Profitability are, namely:personal annual income ,the amount of children and working experience.According to the empirical evidences show, the higher figures the above datum get, the more positive feedback toward Customer Profitability it will be.The dimensions of customers’ dealing records among the financial institutions in relation to Customer Profitability are, namely:the more enquiries the JCIC make and the more Mortgages’account balance of the whole financial institutions guarantee, the more negative feedback toward Customer Profitability of personal credit loan it will be.Highly emphasizing the importance of a great quantity of customers’ credit cards makes a positive contribution to Customer Profitability. Meanwhile, this study is found that the more the commercial items are sold, as far as the cross- selling at bank is concerned, the more the bank will benefit from.