| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 97 === This paper aims at understanding whether relationship marketing is applicable in growth of trade credit insurance to make customers have confidence and commitment in service providers in order to keep customers. There is less empirical support literature in marketing analysis of trade credit insurance; theory structure is not very complete. This study is in explorative research in qualitative study method with collection of written data. In-depth interviews were made with the major supervisors of the case company. After arrangement of five word-by-word interview drafts, summary was made with analysis of countermeasures to industry competition, service factors and construction of customer relationship management of the case company.
The conclusions: in trade credit insurance promotion, the case company developed the businesses directly and indirectly with the past and current relation of the enterprise or individuals, focusing on customer value and interaction quality in high customer interaction and identification. After that, customer satisfaction was measured with customer relationship management. Customer data forms helped review insurance records of customers and other details such as similar insurance amount, cycles of insurances or other matters to be noticed. Customized information could be available based on customers’ characteristics for reference of customers.
In the consideration of three major levels of financial association, social association and structural association, financial association is the first priority. Response to customers after communication and active service provision social activities will help customers find product value in marketing.
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