|Project Title:||A Study of a Bank’s Customer Relationship Management Based on Value Chain Integration|
|Author:||Mr. Jiahui Dong|
|Advisor:||Assistant Profesor Qiu Chao|
|Degree:||Master of Business Administration|
Jiahui, Dong. (2017). A study of a bank’s customer relationship management based on value chain integration. (Independent study, Master of Business Administration). Bangkok: Siam University.
Customer relationship management is also one of the management measures of the bank. The quality of customer relationship management plays an important role in the core competitiveness of banks. Today, as the trend of global economic integration becomes more evident, bank A faces both internal and external challenges. It is necessary to integrate customer relationship management with customer value chain in order to enhance bank customer relationship management ability by integrating customer relationship management with customer value chain. Based on this, the main research content of this paper is A bank customer relationship management based on the value chain. The article is divided into six chapters:
The first chapter is the introduction part, the research background of the value chain integration of commercial banks and the research background of customer relationship management, and the research significance are discussed, and the main contents and the research methods of this paper are discussed.
The second section provides a theoretical basis for the research of the literature review section, aiming at customer relationship management, value chain theory, commercial bank value chain, customer value chain and value chain integration.
A Study of a Bank’s Customer Relationship Management Based on Value Chain Integration
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand