| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 105 === Banks are numerous and the competition is severe. In order to enhance market share and profit margin, they all make efforts on hardware and software. The expenditure of hardware is greater and the return is slow. The costs on software-personnel service and digital financial tools are low and the effects are immediate. Therefore, the banks serve the customers of small and medium enterprises by customer relationship managers, account manager system and digital financial tool in order to obtain customers’ loyalty.
This study conducts in-depth interview on small and medium enterprises of credit loan and reorganizes the analysis. The findings are shown below:
1.Credit loan personnel’s customer relationship is highly important for decision making of small and medium enterprises when selecting credit loan banks.
2.Based on empirical research finding, relationship experience of small and medium enterprises significantly influences their loyalty.
3.At present, the correlation between application of digital financial technology and loyalty of small and medium enterprises to credit loan banks is insignificant.
The research results can serve as critical reference for the banks to promote credit loan for small and medium enterprises and create win-win state between banks and small and medium enterprises.
Keyword : Credit loan of small and medium enterprises, CustomerRelationship Management,Customer Experience Management,Digital Financial Technology,Customer Loyalty
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