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URN etd-0725110-213631 Statistics This thesis had been viewed 3275 times. Download 2440 times. Author Wan-Yun Ho Author's Email Address No Public. Department Information Management Year 2009 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 173 Title Integrated Marketing Communication in Customer Relations Management--Financial Holdings Cases in Taiwan Keyword Customer service value Financial holding company Customer relationship management Integrate marketing service communication Integrate marketing service communication Customer relationship management Financial holding company Customer service value Abstract With the global financial service liberalization, progress in information technology and media, the global financial environment has been changing a lot. Many financial institutions have established the financial holding companies to upgrade their competitiveness. For companies more understand customers’ consumption habits and behaviors, customer relationship management (CRM) is comprehensively used in the financial industry. Yet, there are few documentary studies about financial holdings using customer relationship management in integrated marketing communication. This paper shows the influence of CRM and integrated marketing communication on the financial holdings. The results indicate that the external environment and the company cost strategy will affect the organization introducing CRM. The CRM management practice is the basis of integrate service marketing communication (ISMC). Importing CRM, the companies have to integrate the resources ,the service process ,the sectoral cooperation and support within the organization, then reengineer them to remove the conflict of sectoral service process and reduce unnecessary resource-reusing to avoid wasting resources. The results of this study provide useful suggestions and references to financial companies, so that they can have advantage in the vehemently competitive financial markets. Advisor Committee Shu-Chiung Lin - advisor
none - co-chair
none - co-chair
Files Date of Defense 2010-07-01 Date of Submission 2010-07-26