CUSTOMER GOVERNANCE: FACTOR EXPLORATION, MODEL CONSTRUCTION, AND THE EMPIRICAL RESEARCH OF PERFORMANCE- TAKING TAIWANESE BANKING INDUSTRY AS AN EXAMPLE

• Main Authors: Hsin-Yi Wu, 吳心怡
• Other Authors: Nan-Hong Lin
• Format: Others
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23562754995009253840

碩士 === 大同大學 === 事業經營學系(所) === 99 === The service industries have been the main power for Taiwanese economy. One of service industries, banking industry, supports the development of many industries in our economy. However, no matter the financial tsunami, increasing bank brunches or the chance that provides Taiwanese banks to operate branches in China, those changes has not only brought new chances but also made Taiwanese banks face more fierce competition. If the banking industry wants to gain long-term profits, they must manage the customer relationship more effectively. There are the special terms of “IT governance” and “corporate governance” which refer that “governance” has more expanded meaning than “management.” Therefore, this study suggested using the point of view of “governance” to improve the relationship between banks and customers, and we took the term of “customer governance” to interpret and proposed a scale of customer governance and established a cause-effect model for verification. This study designed the questionnaire and scale according to the literature review and professional interviews. This study used SPSS12.0 and Amos16.0 for exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), then analyzed the relationship between the score of customer governance and financial performance (EPS, ROA, ROE) by independent sample T test. Our research result: (1) the definition of “customer governance” is “an integrated mechanism which includes customer segmentation and evaluation of contribution in frontline, and the estimation of CRM performance in middle process, and the organization design and appropriate resource allocation to support whole process.” (2) The model of customer governance is a two-step factor model which includes customer segmentation, CRM performance, contribution, and organization information and resource allocation. (3) We can find out that a bank with a good score of customer governance would also have a good financial performance.