| Summary: | 碩士 === 樹德科技大學 === 金融系碩士班 === 102 === During recent years, customer relationship management (CRM) has become a critical consideration for business and academics. For banking industries, In the increasingly fierce competition environment, how to increase competitive ability to face different personality traits of customer and provide value to the customer interactions effectively, creating new customers in order to enhance customer satisfaction and customer retention, is quite worthy of study topics. This study uses the customers of banking industry as subjects and collects 157 valid internet questionnaires, using Internet questionnaire and focus on customer personal trait (openness, conscientiousness agreeableness, extraversion and neuroticism). A perspective on CRM was using to investigate the relationship among customer personal trait, interpersonal trust, customer satisfaction and customer value to increase customer retention rates.
Partial Least Squares (PLS) method is applied in the investigation. Analytical results indicate that openness, conscientiousness of personal traits significant positively affect interpersonal trust, agreeableness, extraversion and neuroticism of personal traits significant positively affect customer value.
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