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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33493

    Title: 客戶流失原因及回流對策之探討-Y證券商個案研究
    Other Titles: A study on customer attrition and winback strategies of a securities firm
    Authors: 高曉佩;Kao, Hsiao-pei
    Contributors: 淡江大學企業管理學系碩士在職專班
    王居卿;Wang, Chu-ching;楊立人;Yang, Li-ren
    Keywords: 客戶流失;客戶回流;生存分析法;Customer Attrition;Customer Winback;Survival Analysis
    Date: 2008
    Issue Date: 2010-01-11 04:12:21 (UTC+8)
    Abstract: 於成熟市場及激烈競爭壓力的時代,愈來愈多的企業了解最珍貴的資產是現有的客戶基礎,國內證券業目前屬於高度競爭之成熟產業,每家證券商銷售的商品,無論是股票、債券、期貨或選擇權均屬標準化產品,對投資人而言,並不會因為在不同證券商買賣而有產品上的差異;如何留住客戶已成為證券商的重要課題。本研究以Y證券商客戶為研究對象,探討客戶流失原因及回流對策。


    Under the environment of the ripe market and the tough enterprise competition, more and more companies realize that the most precious assets are existing customers. Deregulation in the securities industries is increasing competition in the securities marketplaces. There are no difference of each securities firm’s products (including stocks, bonds, futures and options), so how to retain customers is the most important subject of securities firms. This paper explore the reasons of customer attrition and winback strategies in the warehouse data of Y securities firm.

    The first part of this study explores the reasons of customer attrition using survival analysis, then clusters customers to four groups by customer’s survival function to understand every groups characteristics. The second part of this study explores customer winback strategies. Our finding suggests that: (1)some customer behavior predictors - total number of accounts, total number of products, monetary values, and trading amounts - have negative impact on customer attrition;(2)age and gender have significant impact on customer attrition;(3)merger have significant impact on customer attrition;(4)for restart customers, internet trading customers are more likely reacquisition than other customers;(5)trading fee have significant impact on recapturing lost customer; and(6)for restart customers, the length of their first tenure with a firm is positively related to reacquisition probability.

    According to the conclusion of this research, by predicting which customers are likely to churn, a securities firm can reduce the churn rates by offering the customers ‘new’ incentives to stay. In addition, by exploring how to recapture lost customers, we provide some suggestions for securities firms to focus on customers who are more likely to be required, particularly lowering trading fee to recapturing lost customers.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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