南華大學機構典藏系統:Item 987654321/26518
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    题名: 蒙古銀行之顧客保留率及交叉銷售
    其它题名: Analysis on The Customer Retention Rate and Cross-selling Behavior for Mongolian Bank
    作者: 亞嫚
    AMARSAIKHAN, BIDGANJIDMAA
    貢獻者: 企業管理學系管理科學碩博士班
    袁淑芳
    YUAN, SHU-FANG
    关键词: 客戶保留;客戶忠誠;關係質量;有效交際;員工專業知識;客戶取向;交叉銷售
    customer loyalty;relationship quality;effective communication;employee's expertise;Customer orientation;customer retention;customer cross-selling
    日期: 2018
    上传时间: 2018-12-19 17:17:44 (UTC+8)
    摘要: 　　Most previous research on investigating the performance of banks have concentrated on customer retention and have ignored the importance of customers' cross-selling behavior. Customer retention seems to be the result of a kind of repetitive decision by the customers, however their decision to cross-buy involves a more complicated process.　　Customer retention is an most important components of banking. Bank management must identify and improve upon factors that can limit customer loss. These include employee performance and professionalism, willingness to solve problems, friendliness, level of knowledge, communication skills, and selling skills, among others.　　The purpose of this study is to identify the variables influencing customer purchase behavior in retail banks in Mongolia. Primary data has been collected from retail banking sector. Convenient sampling was used to select the sample which of 200 banking clients from big four banks in Mongolia.　　Some previous studies strongly suggest that relationship quality of satisfaction and relationship quality of trust positively effects customer retention and cross-selling, but statistic results cannot support these results. On contrary, the factors explained the quality of relationship can including customer orientation, employee's expertise, effective communication are directly influences to customer retention significantly, and the employee's expertise directly influences to customer cross buying significantly explain the customer retention and cross-selling behavior.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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