| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 96 === Abstract
Opens the privately operated bank after our country, the domestic financial organ enters the time which hundred school of thought contends, also along with the financial product innovation, consumer's demand increase, the domestic bank imitated the overseas large-scale financial organ to establish the financial holding company in addition, the penetration Financial Holding company the establishment, satisfied the customer all demands, because the The Financial Holding company to have many funds and the resources, therefore created the domestic middle and small scale bank to be unable with the Financial Holding company in abundance to contend with, therefore fund insufficiency or bank of international settlement ratio not bank Finally is controlled by the large-scale gold the consolidation of corporation or if the strategy alliance, how in the steep competition financial time, goes out truly to belong to own road, then needs to depend on the service quality and the customer relates the management, thoroughly understood the customer the demand, has the difference only then to be possible to go out belongs to own road, maintains the good interaction relations with the customer, can succeed promoting regarding the relational marketing, the customer only then is willing to continue and the bank intercourse, therefore customer degree of satisfaction then nature promotion, therefore in the financial competition time is extremely important.
Goal of the this research lies in the discussion service quality, the customer relates the management, the relational marketing to influence the customer degree of satisfaction, take the native place bank and business of Jin Shouhsin foreign merchant bank amalgamation the household as the object, after before the discussion merge the bank and the merge difference of the bank, it gives the letter household to the finance influence the customer degree of satisfaction, take the above three constructions surface subject of as the research, uses the questionnaire survey law and the thorough interview law, aims at some commercial bank and enterprise of finance the foreign merchant bank amalgamation gives the letter household is the research object, altogether sends out 100 to ask the volume, Mails, the email, personally delivers and so on the way hands over to the enterprise finance gives the letter finance department, because is with the merge before the bank in tercourse, continues the intercourse after the merge, therefore asked the volume completely recycles, therefore the recycling effectively asked the volume is 100. The analyzing of servicing quality, customer relates the management, and the relational marketing to influence the customer degree of satisfaction is not remarkable, furthermore, the mode for explanation ability is not enough. As the result, I picked up 10 companies to do further interview in order to understand the real reason of customer satisfaction before and after the bank integration.
The findings showed that,
1. Corporate companies will have different concepts on serving quality, customer relationship managing, and relationship marketing due to the divergence before and after bank integration.
2. Says regarding business gold household, after the service quality has volume to
improve by no means, but is receives the bank overall service the influence, needs various departments the coordination to be able to promote the bank the customer degree of satisfaction.
3. Banks customers relate the management, needs to establish in the interpersonal relationship, therefore front and rear the bank amalgamation, relates the management regarding the customer, must specially pay great attention to, because this directly will affect the customer degree of satisfaction.
4. Relational marketing needs a bank volume coordination regarding business Jin Hu, if only by the bank brand, emphasizes the relational marketing, then the degree of satisfaction will be unable effectively to promote.
5. Says by the bank, all business gold service is the bank service railway engine, the bank merge most needs to pay great attention to is business gold customer, therefore not creates the customer rights and interests merge because of the bank between to suffer injury.
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