A Study of the relationships among the MarketOrientation, Customer Knowledge Management, Sales mode and Sales Performance－The empiricalexamination for Bank Industry

• Main Authors: Chi-Chen Tsai, 蔡季蓁
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/25357728213948212843

碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 98 === Financial industry in Taiwan is become more and more competitive, since the opening of private bank and foreign banks involve in Taiwan. Because the liberalization of interest rate environment in deposits, the nterest was become no different, the banks in Taiwan are looking orward to new service for customer. For the banking, what kind of strategy can help the growth of wealth management? what is the impression of wealth management from customers? How to provide customer suitable advice and make long-term of the trust between customers and bank? A survey of 360 respondents who are working in the bank and 52 espondents are invalid. The results showed that the relationships between marketing orientation, customer knowledge management and sales performance are different. However, the relationship between customer knowledge management, customer knowledge management showed a significant effect only for sales methods, while the sales performance and customer knowledge management had no effect.