| Summary: | 碩士 === 元智大學 === 資訊管理學系 === 95 === The dramatic changes in the global financial and economic trends in recent years, as well as the execution of the domestic Financial Holdings Company Law, have led to major structural changes in the financial market structure and its operation mechanism. Facing a gradual increase in the level of competition in the domestic financial market, the management situation of professional brokerages, who are not engaged in the financial holding business, is becoming more and more difficult.
Given the fast changing environment, managers of securities companies often need to reconsider adopting new management models. How to motivate high sales performance, to increase customer satisfaction, and to cut down the departure ratio of brokers, have become extremely important, especially in the highly competitive service industry.
Hence, how Sales Force Automation could help to increase brokerages’ competitiveness is their managers’ focus issue. This study explores the effect of the commencement of SFA on the professional conduct of brokers and makes M Securities Company’s nationwide branches as the research subjects. The following four conclusions were made:
1.Brokers possess a certain level of standards with regard to their level of information literacy and perception concerning customer relationship management.
2.“Lack of incentive” and “Lack of necessary trainings” are the two major difficulties of M Securities Company when commencing SFA.
3.Brokers carry a positive attitude towards the commencement of SFA to reinforce their professional conduct and abilities.
4.For brokers with a “high” level of information literacy, the higher their perception of customer relationship management, the more significant variation of positive correlation in their professional conduct due to the commencement of SFA.
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