臺灣博碩士論文加值系統

近年來金融機構紛紛設立個人理財部門或是個人財富管理部門，使得個人理財這一塊市場競爭非常激烈，每個理財專員想盡辦法去找顧客，但是只得到顧客信任還不夠，因為顧客信任可能只是短期的效果，最好是能達成長期友好的關係承諾，才算是成功的關係行銷。
本研究係以顧客的觀點去探討對”關係承諾與信任”之前置因素與關係結果。建構一項分析金融業理專顧客關係承諾-信任影響因素之研究架構。實證上，以金融業有理財專員的顧客為施測目標，在以實體發放問卷的方式，進行樣本收集。
本文主要的實證分析結果為：(1)增加溝通頻率、相同的價值觀越多可以增加顧客之信任程度；(2)轉換成本越高、更高的關係利益、相同的價值觀越多可使得顧客更願意維持關係承諾；(3)顧客的信任程度越高，也會進一步影響顧客關係承諾；(4)前置變數之轉換成本、關係利益、共享價值觀將會透過關係承諾間接的去影響默許、傾向離開、合作；(5)前置變數之共享價值觀、溝通將透過信任、承諾影響到關係結果(默許、傾向離開、合作、良性衝突、決策不確定性)。

Recent years, many finance organization set up financial planner department . Especially, financial planner is very intense. every financial planner devote himself to find the customers, but only gets customer trust to return not enough. Because customer trust may just short-term effect, had better be the relation commitment that can reach long-term amity, just be regarded as successful relationship marketing.
This research is inquired into with the standpoint of customer to precursors and outcomes of commitment and trust theory. Construct an analysis banking reason particularly the customer relation promise-trust the research structure of impact factor. On the substantial evidence, with the financial industry has the customer of finance planner specialist for test a target, is issuing the way of questionnaire by entity, carry on sample collections.
The main substantial evidence analyzes a result for:(1)Increase to communicate a frequency, same share value more many trusts degrees that can increase customer(2)Switch cost the more high and higher relationship benefits, same share value is more many and can would like to even make the customer maintained relationship commitment(3)The trust degree of the customer is more high, will also influence the commitment of the customer relationship further(4)The promise indirect ground to influence tacit consent, tendency to propensity to leave through the relationship before placing the switch cost of variable, relationship benefits and share values, cooperation(5)The share values, communication that precursors will through trust and commitment influence a relationship outcomes .(acquiescence, propensity to leave ,cooperation ,functional conflict, uncertainty)

目錄 頁次
中文摘要…………………………………………………………………………………I
英文摘要………………………………………………...………………………………II
誌謝……………………………………………………………… …………..………..III
目錄…………………………………………………………………….……….………V
表目錄…………………………………………………………...…………………….VII
圖目錄………………………………………………………………………….……. ..IX
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究範圍 5
第四節 名詞釋義 5
第五節 研究流程 7
第貳章 文獻回顧 8
第一節 關係行銷 8
第二節 承諾-信任理論 11
第三節 關係承諾與信任理論之實證研究 19
第參章 研究方法 23
第一節 研究架構 23
第二節 研究假設 25
第三節 變數之操作性定義與衡量 31
第四節 研究對象及抽樣過程 39
第五節 資料分析方法 40
第六節 研究限制 42
第肆章 資料分析與結果 43
第一節 樣本結構 43
第二節 問卷之信度分析 48
第三節 承諾-信任理論各變數之相關分析 51
第四節 線性結構模式(LISREL Model)之假設驗證 54
第五節 中介效果檢定 58
第六節 整體模式徑路分析 65
第七節 人口統計變數獨立樣本t檢定 67
第伍章 結論與建議 67
第一節 研究結論 67
第二節 研究建議 70
第三節 後續研究之建議 72
參考文獻
中文部份 73
英文部分 74
附錄一: 正式問卷 78

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