跳到主要內容

臺灣博碩士論文加值系統

(216.73.216.35) 您好!臺灣時間:2025/12/17 22:36
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:洪滋蔓
研究生(外文):Tzu-Man Hung
論文名稱:在一對一服務情境心理性別對顧客滿意度之影響-以銀行理財顧問為例研究
論文名稱(外文):The impact of one to one service relationship satisfaction on psychological gender and advisor suggestion: Focus on bank financial advisor
指導教授:邱光輝邱光輝引用關係
指導教授(外文):Kuang-Hui Chiu
口試委員:林我聰蕭瑞祥邱光輝
口試日期:2012-01-14
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:62
中文關鍵詞:心理性別特質專業度顧客滿意度
外文關鍵詞:Psychological genderProfessionalCustomers satisfaction
相關次數:
  • 被引用被引用:1
  • 點閱點閱:375
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
本研究旨在探討理財顧問及顧客心理層面性別特質、理財顧問投資建議傾向及顧客感知的理財顧問專業度,是否會影響顧客服務滿意度。以利未來銀行財富管理業務單位招募人員及提供顧客服務的參考依據。
本論文以問卷調查進行研究,共發出200份問卷、有效回收162份。採用 SPSS 統計分析,針對樣本以信效度分析、迴歸分析、因素分析、卡方檢定等方法進行研究分析。彙整結果及建議如下:
1. 在一對一情境的金融服務業,理財顧問與顧客的心理層面性別特質非常集中於男強女強的類型,其心理層面性別特質不是均勻而是集中的,無法再進一步探討其類別間是否會影響顧客服務滿意度。
2. 依理財顧問的投資建議對客戶服務滿意度作迴歸分析,得到結果是在穩健的投資建議下其結果為不顯著,而在積極的投資建議下其結果為顯著。所以理財顧問的投資建議傾向對顧客服務滿意度是有影響的。
3. 理財顧問的專業度,對顧客的滿意度影響是不顯著的。探其原因,證照乃專業度必備條件,所以顧客感知的理財顧問專業度無法顯出差異化。
建議銀行財富管理部在招募理財顧問時,可進行心理層面性別特質測驗,並持續追蹤達3年以上,進一步分析能夠勝任且持續任職於該職務的員工,是否符合男強女強之性別特質,也可作為未來招募人員時的參考依據。

The study is focused on the bank financial advisor and customer’s psychological gender characteristic, investment suggestion and professional of financial advisor by customer, tries to understand the impact on customer satisfaction. It will be a great benefit to human resources of bank and be a basis of providing good service for customers.

This research was completed by using questionnaire. Totally, 200 questionnaires were sent out and return 162 valid questionnaires for analysis. In the study, research method included reliability and validity analysis, regression analysis, factor analysis, chi-square test and SPSS for windows is used as analysis tool.

There are several conclusions in this study as follow:
1. Under one to one situation, financial advisor and customer’s psychological gender gather in type of strong femininity and masculinity traits. We can’t analyze impact on customer’s satisfaction further because of psychological gender questionnaires without uniform distribution.
2. Based on regression analysis between financial advisor suggestion and customer’s satisfaction, we get active investment with positive result but steady investment suggestion with abstruse phenomenon. For this reason, the financial advisor influences customer’s satisfaction.
3. The professional of financial advisor doesn’t influence customer’s satisfaction. To find out its cause, professional license is the basic entry level in corporate finance department. There is no difference between the profession and customer’s satisfaction.

It is proposed corporate finance department use psychological gender test to clarify the employee psychological gender and trace the test result over three years. Compared strong femininity and masculinity traits with employee, and is as the reference for human resources department.

第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究問題與目的 4
第三節 研究範圍與限制 5
第四節 研究流程 7
第二章 文獻探討 11
第一節 一對一接觸服務交易 11
第二節 跨性別一對一接觸服務交易 14
第三節 理財顧問專業度與一對一服務關係 19
第四節 人格特質 21
第三章 研究方法 25
第一節 研究架構 25
第二節 變數定義與衡量 26
第三節 假說推論 29
第四節 研究對象與資料收集方法 30
第五節 問卷設計與預試 30
第四章 資料分析 31
第一節 樣本結構及敘述說明 31
第二節 人格特質量表分析 34
第三節 信度與效度分析 35
第四節 假說驗證 38
第五節 總結 41
第五章 結論與建議 43
第一節 研究結論及管理意涵 43
第二節 研究限制 45
第三節 研究建議 46
參考文獻 47
附 錄 55
附錄一 顧客問卷 55
附錄二 理財專員問卷 59

一、中文文獻
方世榮(2002),「關係價值、關係品質與忠誠度之探討–零售銀行業的實
證研究」,管理學報,19(6),1097-1130。
王 芳(2010),女性員工性别角色對工作績效影響的研究。西安財經學
院商學院。
王宗鴻(2006),人格特質、主管領導風格與人力資源管理措施對工作投
入與工作績效之影響,國立中央大學人力資源管理研究所未出版
之碩士論文。
吳玲慧(2009),業務員與顧客性別、年齡、職業對偶關係對保險再購之
影響,國立臺北大學企業管理學系碩士論文。
吳師豪(2004),關係品質與關係結果之研究,國立台北大學企管學系博
士論文。
吳碧珠(2009),跨性別親暱接觸服務主客關係之研究:外表吸引力之調
節效應,國立台北大學企業管理學系博士論文研究計劃。
吳麗真(2002),影響顧客關係管理機制之探討–實驗設計取向,國立東
華大學企業管理研究所碩士論文。
李美枝(1981),「性別特質問卷的編製及男女大學生四種性別特質類型在
成就動機、婚姻、事業及性態度上的比較」,中華心理學刊,23(1),
23-27。
周惠莉(2003),五大人格特質、性別角色與轉換型領導關聯性之研究,
中原大學企業管理學系碩士論文。
林金盾(2002),「人類的費洛蒙-異性相吸的道理」,科學教育月刊;250,
46-56。
邱光輝(2002),「產品的預測屬性在顧客關係管理的應用」,企業管理學
報,53,99-129。
胡哲生等(2006),「價值網路中買賣雙方交易價值之評量」,中華管理評
論國際學報。
張佩琪(2009),性別角色與社會情境因素對景觀專業之影響,逢甲大學
碩士論文。
張雅婷(2002),關係網路聯結與顧客忠誠度關聯性研究–以人壽保險業
為例,私立東海大學企業管理研究所。
陳志彥(2004),「新財富管理聖經」,台北:早安財經。
陳志鵬(2008),一對一行銷對顧客忠誠的影響之研究–網站服務品質與
消費者生活型態的干擾效果,真理大學管理科學研究所在職碩士
專班碩士論文。
陳良旭(2010),國立中央大學人力資源管理研究所碩士論文。
陳俊霖(2005),公務人員性別差異、人格特質、工作壓力與工作投入相
關性之研究-以台北縣政府公務人員為例,國立嘉義大學管理研
究所碩士文。
黃加定(2010),一系列烯醇類昆蟲性費洛蒙的合成研究,朝楊科技大學
應用化學系碩士論文。
楊宜憓、高之梅譯(2002),柏爾著,「性別與社會心理學」。台北:五南
出版社。
楊凰嬿(2003),性別、性別角色態度與家務工作參與對就業市場階層化
影響之探討,台東師範學院教育研究所碩士論文。
廖瑞鳳(2005),人格特質、情緒智力對工作績效之影響。國立中央大學
人力資源管理研究所碩士論文。
劉毓民,e- Marketplace, B2B 電子市集,電子化企業經理人報告。
鄭伯壎、莊仲仁(1981),「基層軍事幹部有效領導行為之因素分析:領導
績效、領導角色與領導行為之關係」。中華心理學刊(台灣),23
期,2 卷,97-196。
錢芷珍(2011),人格特質與領導風格對員工工作投入之影響─以客服中心
為例,國立臺北大學企業管理學系碩士論文。
關復勇(1998),專業服務接觸互動行銷中關係品質知覺之研究─以護理人
員與病患間關係為例,國立中山大學企業管理研究所博士論文。
蘇靜美(2006),台中縣國民小學行政支援策略、台中縣國民小學行政支
援策略、教師性別刻板印象與教師性別平等教育,國立台中教育
大學教育學系學校行政碩士在職專班論文。
二、英文文獻
Barnes, J. G. (1997). Closeness, strength, and satisfaction: examining the nature
of relationships between providers of financial services and their retail
customers. Psychology Marketing, 14(8), 765-790.
Barnes, J. G. (2001). Secrets of Customer Relationship Management. New York,
NY: McGraw-Hill.
Basow, S. A. (1992). Gender Stereotypes and Roles (3th ed.). Pacific Grove, CA:
Brooks/Cole Publishing Co.
Basow, S. A. (2000). Best and worst professors: Gender patterns in students’
choices. Sex Roles, 34(5/ 6), 407-417.
Beetles, A., & Crane, A. (2005). Mapping out the Field of Gender and
Buyer-Seller Relationships: Developing a New Perspective. Journal of
Marketing Management, 21(1-2), 231-250.
Bem, S. L. (1974). The measurement of psychological androgyny. Journal of
Consulting and Clinical Psychology, 42(2), 155-162.
Bem, S. L. (1981). Gender schema theory: A cognitive account of sex typing.
Psychological Review, 88(4), 354-364.
Bendapudi, N., & Berry, L. L. (1997). Customers’ motivations for maintaining
relationships with service providers. Journal of Retailing, 73(1), 15-37.
Bove, L. L., & Smith, A. D. (2006). Relationship Strength between a Customer
and Service Worker: Does Gender Dyad Matter? Services Marketing
Quarterly, 27(3), 17-34.
Brown, J., & Reingen, P. (1987). Social Ties and Word-of-Mouth Referral
Behavior. Journal of Consumer Research, 14(3), 350-362.
Byrne, D. (1971). The attractive paradigm. New York, NY: Academic Press.
Carlson, R. (1972). Understanding women: Implications for personality theory
research. Journal of Social Issues, 28(2), 17-32.
Christian, J. E. (1994). Laboratory measurements of the drying rates of
low-slope roofing systems. Proceedings of the low slope roofing
workshop.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in
Service Selling: An Interpersonal Influence Perspective. Journal of
Marketing, 54(July), 68-81.
de Wulf, K., & Odekerken-Schrőder, G. (2002). Assessing the impact of a
retailer’s relationship efforts on consumers’ attitudes and behavior.
Journal of Retailing and Consumer Services, 10(2), 95-108.
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in
Buyer-Seller Relationships. Journal of Marketing, 61(April), 35-51.
Fischer, E., Gainer, B., & Bristor, J. (1997). The sex of the service provider:
Does it influence perceptions of service quality? Journal of Retailing,
73(Fall), 361-382.
Fiske, S. T., & Linville, P. W. (1980). What Does the Schema Concept Buy Us?
Personality and Social Psychology Bulletin, 6(4), 543-557.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory
in consumer research. Journal of Consumer Research, 24(2), 343-373.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust,
and commitment in customer relationships. Journal of Marketing,
63(April), 70-87.
Gordon, S. (1991). Prisoner of Men’s Dream: Striking out for a New Feminine
Future. Boston, MA: Little Brown.
Gummesson, E. (1990). The part-time marketer (Research Report 90:3),
Karlstad: CTF Service Research Centre, University of Karlstad.
Hair, J., Anderson, J. R., Tatham, R., & Black, W. (1998). Multivariate Data
Analysis (5th ed.) (pp. 97-104). Englewood Cliffs, NJ: Prentice-Hall.
Helgesen, S. (1990). The Female Advantage: Women’s Ways of Leadership.
New York, NY: Doubleday.
Heskett, J. L., Sasser, W. E., Jr., & Hart, C. W. (1989). Service Breakthrough.
New York, NY: The Free Press.
Jackson, S. E., Brett, J. F., Sessa, V. I., Cooper, D. M., Jukin, J. A., & Peyronnin,
K. (1991). Some differences make a difference: Individual dissimilarity
and group heterogeneity as correlates of recruitment, promotions, and
turnover. Journal of Applied Psychology, 76(5), 675-689.
Koernig, S. K., & Page, A. L. (2002). What if your dentist looked like Tom
Cruise? Applying the match-up hypothesis to a service encounter.
Psychology and Marketing, 19(1), 91-110.
Kotler, P. (1992). It’s time for total marketing. Business Week Advanced
Executive Brief, 2(September), 1, 4-5.
Kotler, P., & Keller, K. L. (2006). Marketing Management (12th ed.). New York,
NY: Prentice Hall.
Lilien, G. L., Kotler, P., & Moorthy, K. S. (1992). Marketing Models. New York,
NY: Prentice Hall.
Mackie, D., Hamilton, D., Susskind, J., & Rosselli, F. (1996). Social
psychological foundations of stereotype formation. In C. N. Macrae, C.
Stangor, and M. Hewstone (Eds.), Stereotypes and Stereotyping. New
York, NY: The Guilford Press.
McElroy, J., & DeCarol, E. (1999). Physical attractiveness on cognitive
evaluations of saleswomen's performance. Journal of Marketing Theory
and Practice, 7(1), 84-100.
Mckim, B., & Hughes, A. (2000). How to measure CRM success. Target
Marketing, 23(10), 138-142.
McShane, S. L., & von Glinow, M. A. (2000). Organizational Behavior. New
York, NY: McGraw-Hill Companies.
Mollenhorst, G., Volker, B., & Flap, H. (2008). Social Contexts and Core
Discussion Networks: Using a Choice-Constraint Approach to Study
Similarity in Intimate Relationships. Social Forces, 86(3), 937-965.
Mumford, M. D., Mobley, M. I., Uhlman, C. E., Reiter-Palmon, R., & Doares, L.
M. (1991). Process analytic models of creative capacities. Creativity
Research Journal, 4(2), 91-122.
Ndubisi, N. O. (2004). Understanding the salience of cultural dimensions on
relationship marketing, its underpinnings and aftermaths. Cross
Cultural Management, 11(3), 70-89.
Ndubisi, N. O. (2006). Effect of gender on customer loyalty: A relationship
marketing approach. Marketing Intelligence & Planning, 24(1), 48-61.
Oakley, J. G. (2000). Gender-based barriers to senior management positions:
understanding the scarcity of female CEO’s. Journal of Business Ethics,
27(4), 321-334.
OcLeary, V. E. (1974). Some additional barriers to occupational aspirations of
women. Journal of Applied Psychology, 81(11), 809-826.
Palmer, A., & Bejou, D. (1995). The effects of gender on the development of
relationships between clients and financial advisors. International
Journal of Bank Marketing, 13(3), 18-27.
Pease, A., & Pease, B. (2003). Why Men Don’t Listen and Women Can’t Read
Maps. Portsmouth, NH: Pease International.
Peppers, D., & Rogers, M. (2004). Managing Customer Relationships: A
Strategic Framework. Hoboken, NJ: John Wiley & Sons.
Pervin, L. A. (1993). Personality: Theory and Research (6th ed.). New York,
NY: John Wily & Sons.
Peter, J. P., & Olson, J. C. (1999). Consumer Behavior and Marketing Strategy,
5th ed., Boston, MA: McGraw-Hill.
Pitta, J. (1998). Interactivity: the Great White Whale. Forbes, 162, 60-61.
Price, L. L., & Armould, E. J. (1999). Commerical Friendships: Service
provider-client relationships in context. Journal of Marketing, 63(4),
38-56
Rapp, S., & Collins, T. (1990). The Great Marketing Turnaround. Englewood
Cliffs, NJ: Prentice-Hall.
Ravald, A., & Gronroos, C. (1996). The value concept and relationship
marketing. European Journal of Marketing, 30(2), 19-30.
Reichheld, F. F., & Sasser, W. E., (1990). Zero Defections: Quality Comes to
Services. Harvard Business Review, (September-October), 105-111
Riger, S., & Gilligan, P. (1980). Women in management: An exploration of
competing paradigms. American Psychologist, 35(10), 902-910.
Rogers, E. M., & Bhowmik, D. K. (1970). Homophily-Heterophily: Relational
Concepts for Communication Research. Public Opinion Quarterly,
34(4), 523-538.
Seybold, P. B. (2000). Setting Your B-to-B E-Market Strategy. Available at:
http://www.psgroup.com/doc/products/2000/3/PSGP3-16-00CC/PSGP3
-16-00CC.asp
Sheth, J. N., & Parvatiyar, A. (2002). Evolving Relationship Marketing into a
Discipline. Journal of the Relationship Marketing, 1(1), 3-16.
Shostack, L. G. (1984). Design Services that Deliver. Harvard Business Review,
(84115), 133-139.
Smit, J. B. (1998a). Buyer-seller relationships: Similarity, relationship
management, and quality. Psychology and Marketing, 15(1), 3-21.
Smith, J. B. (1998b). Buyer-seller relationships: Bonds, relationship
management, and sex type. Canadian Journal of Administrative
Sciences, 15(1), 76-92.
Smith, J. B., & Bejou, D. (1995). Sex differences in relationship management:
An exploratory analysis. In Ken Grant & Ian Walker (Eds.),
Proceedings of the World Marketing Congress, 7, 125-132. Melbourne,
Australia: Academy of Marketing Science.
Sparks, B. A., & Callan, V. J. (1997). Communication in the service
provider-customer relationship: The role of gender and communication
strategy. Journal of Hospital and Leisure Marketing, 4(4), 3-24.
Spence, J. T., Helmreich, R., & Stapp, J. (1975). Ratings of self and peers on sex
role attributes and their relation to self-esteem and conceptions of
masculinity and femininity. Journal of Personality and Social
Psychology, 32(1), 29-39
Tajfel, H., & Turner, J. C. (1979). An Integrative Theory of Intergroup Conflict,
In W. G. Austin and S. Worchel (Eds.), The Social Psychology of
Intergroup Relations (pp. 33-47). Monterey, CA: Brooks/Cole.
Taylor, S. E., & Crocker, J. (1981). Schematic Bases of Social Information
Processing. In E. T. Higgins, C. P. Herman, and M. P. Zanna (Eds.),
Social Cognition. Hillsdale, NJ: L. Erlbaum Associates.
Watts, B. L., Messe, L. A., & Vallacher, R. R. (1982). Toward understanding
sex differences in pay allocation: agency, communication and reward
distribution behavior. Sex Roles, 8, 1175-1187.
Webster, F. E. Jr. (1992). The changing role of marketing in the corporations.
Journal of marketing, 56(4), 1-17.
Zeithaml, V. A. (1981). How consumer evaluation processes differ between
goods and services. In J. H. Dunnelly & W. R. George (Eds.),
Marketing of services (pp. 186-190). Chicago, IL: American Marketing
Association.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A
Means-End Model and Synthesis of Evidence. Journal of Marketing,
52(July), 2-22.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top