Comparative Study of CRM Between Sampo Bank Varkaus and Bank of China Lujiang Branch
Wang, Li (2013)
Wang, Li
Savonia-ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013061113830
https://urn.fi/URN:NBN:fi:amk-2013061113830
Tiivistelmä
Customer Relationship Management (CRM) as a strategy has been given massive attention in companies in recent decades. And banks, as one of the most active commercial contexts of CRM, have never stopped applying more and more advanced CRM applications into customer data mining and analyzing. Besides, they have utilized other technologies to serve customers better. Accordingly, there are many re-designed banking processes and changes of demands for banking staff. The objective of this thesis is to describe CRM situations at both researched banks: Sampo Bank Varkaus Branch and Bank of China Lujiang Branch and compare the differences of CRM between the two banks.
Theoretical part of the thesis consists of pure theories about customer relationship management and CRM in banking industry. Research was carried out by interviewing the Director of Varkaus Branch and the Operation Manager of Lujiang Branch respectively. Interview questions were prepared beforehand and the interview results and comparative analysis are presented in the empirical part of the thesis.
The results show that Varkaus Branch and Lujiang Branch both stress the importance of customer relationship management. But when comparing processes, people and technology from three dimensions, the results show different ways of managing customer relations.
Theoretical part of the thesis consists of pure theories about customer relationship management and CRM in banking industry. Research was carried out by interviewing the Director of Varkaus Branch and the Operation Manager of Lujiang Branch respectively. Interview questions were prepared beforehand and the interview results and comparative analysis are presented in the empirical part of the thesis.
The results show that Varkaus Branch and Lujiang Branch both stress the importance of customer relationship management. But when comparing processes, people and technology from three dimensions, the results show different ways of managing customer relations.