| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士在職專班 === 104 === In the wave of financial technology development, the bank is no longer just a place to provide financial services. That is, banks are converted themselves from simply being a payment instrument into a more active role. To remain competitive in the market, almost all the banks are trying to make a consistent and ongoing effort to retain their customers loyalty. Among all the possible approaches, building up an “Online Shopping Mall” is no doubt the best accelerator way to keep relationship with customers. In terms of the Online Shopping Mall, banks can not only understand what their customer needs but also know what their customer like. To evaluate the effectiveness of so called Online Shopping Mall relative to bank, we report one empirical study based on the dataset from one of the small and medium sized bank in Taiwan. The result shows that the most valuable customers can be identified based on their purchase behavior in the Shopping Mall. Moreover, the purchase intention is impacted by marketing strategy in a significantly different way. “Sweepstakes” is recognized as the best marketing plan for the subject online shopping mall.
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