| Abstract: | 平衡計分卡自從1992年發展至今， 已成為策略執行之有力工具。為落實策略之執行， 吾人必須深入了解組織之競爭策略方向為何？ 我國銀行業近年來面臨著全全球金融業之合併趨勢與國際競爭之壓力，因而政府積極推動國內金融控股公司的成立，台灣銀行產業之競爭已進入白熱化之地步。面對著金融自由化與瞬息萬變的金融環境，了解銀行不同區隔之顧客，以及其對銀行財務與非財務績效之影響， 並進一步制定具優勢的競爭策略， 實為重要的管理議題。本期研究以台灣某一個案銀行為研究對象，蒐集作業基礎成本、顧客之特質、持卡行為、與消費行為等資訊，探討顧客區隔對於財務績效與非財務績效之影響。實證研究結果發現：就持卡等級而言，普卡持有者對個案銀行利潤貢獻、荷包佔有率、與往來期間皆相對較少，白金卡顧客之荷包佔有率、刷卡次數、及往來期間則顯著較多。在資金需求方面，資金需求型顧客的確是個案銀行利潤貢獻的來源，與個案銀行的往來期間也較長，其中僅使用個案銀行循環利息的顧客對銀行的忠誠度最高。研究結果亦顯示：正卡數較多的持有者可以提高額度使用率、荷包佔有率、及刷卡次數，但無法提高與個案銀行的往來期間，甚至對於銀行之利潤貢獻具有負向影響。年齡越大的顧客對於個案銀行的利潤貢獻、荷包佔有率、刷卡次數、及往來期間皆有正向的影響。整體而言，白領與家庭主婦對個案銀行的利潤貢獻相對較高。最後，教育程度較低的顧客對於個案銀行的利潤貢獻、額度使用率、荷包佔有率、往來期間皆有正向影響。本研究分析結果可供銀行管理者制訂策略時之參考。
Balanced scorecard (BSC) has become a strong tool for strategic implementation since 1992. In order to make the strategic implementation into effect, we have to understand the direction of competitive strategy for organizations. The most important issues for companies to maintain their competitive advantages are to understand the content of competitive strategy in order to maximize the benefit of BSC, and, further, to create maximum financial and non-financial performances in the organization. In recent years, the banking industry in Taiwan has faced global financial industry merger and acquisition, and intensive international competition pressure, so the government actively pushes the banks to establish domestic financial holding company. How to identify different customer segments and understand their influence on financial performance and non-financial performance has become a very important management issue for banking industry. This study intends to examine the impact of customer segment on financial performance and non-financial performance. Based on June 2001 to December 2000 empirical data, the empirical results show that general card customers have lower profit contribution, customer loyalty, and shorter relation period with case bank. Regarding the situation of capital need, capital need type customers are the sources of the profit contribution of case bank. Those customers have longer period of relation with case bank and the loyalty of those who only use cyclic credit is the highest among all. Customers with more credit cards can increase usage rate, share of wallet, and the number of credit card transaction. However, those customers do not have long relation with case bank and have negative impact to profit contribution. According to the empirical results, older customers have positive effects on profit contribution, share of wallet, the number of credit card transaction, and relation period of case bank. In addition, white-collar and housewife have relatively higher profit contribution to case bank. Finally, customers with lower level of education have positive influence on profit contribution, usage rate, share of wallet, relation period of case bank. The results provide significant management implications to banks in Taiwan. |
