論文名稱：財富管理顧客忠誠度之探討－以中國國際商業銀行財富管理部門為
為例 頁數：170頁
校(院)所別：國立東華大學企業管理研究所
畢業時間及摘要別：九十四年度第一學期碩士論文摘要
研究生：黃見益
指導教授：池文海 博士
論文摘要：
台灣的金融業近年來由於受到亞洲金融風暴呆帳的影響，同時為因應業績壓力及因應以無風險之手續費收入為主的世界潮流，逐漸建構金融業務整合，紛紛走向金融控股公司的交叉行銷模式，朝全方位的消費金融及理財服務方向邁進。財富管理業務與一般傳統金融業務雖同屬服務業，但業務內容有很大的區別，惟基本上均依賴顧客的忠誠度才能順利拓展業務。而顧客忠誠度又需透過理財專員特性及品牌權益的加強才能建立持久性的效果。
本研究利用線性結構關係模式進行分析，目的在探討理財專員特性、品牌權益、顧客滿意度、關係品質與顧客忠誠度間之關係及影響效果，藉由上述分析結果提供業界作為財富管理行銷策略之參考。
綜合實證分析結果，本研究之主要發現為：
一、 經選擇中國國際商業銀行之財富管理顧客做為實證研究對象，樣本經由線性
結構模式之配適度檢定，顯示整體理論模式配適符合可接受的適合度檢定水準，表示理論模型可獲得支持，故本研究結論認為建構的五個構念間確實存在著直、間接顯著影響關係。
二、 在整體模式上，理財專員特性與顧客忠誠度沒有直接顯著影響效果，但有間
接效果；關係品質與顧客忠誠度沒有直、間接顯著的影響效果。推論其原因，可能是受投資績效的影響，一旦投資績效不佳，即使理財專員的服務品質再好也不會產生信任或作任何的承諾而產生忠誠度。因此財富管理部門及理財專員應瞭解，顧客的投資績效才是忠誠度的指標。
三、 經由人格特質之分群，投資理財顧客區分為「深思熟慮型」、「追求利得型」、
「追隨時尚型」等三群，結果有顯著差異，業者可以針對不同的各群之人格特質採用不同的行銷方法或行銷組合，以利推展財富管理業務。
四、 購買理財商品之財富管理的顧客會因人口統計變數不同而影響到理財專員
特性、品牌權益、顧客滿意度、關係品質與顧客忠誠度間的認知，所以財富管理部門應該針對不同類型的顧客擬定有效的行銷策略組合。

Title of Thesis: An In-Depth Discussion of Customer Loyalty in the Wealth Management – An Empirical Study of the Wealth Management Department at The International Commercial Bank of China.
Number of Pages: 170
Graduate School and University: Graduate School of Business Administration, National Dong-Hwa University
Category of Abstract and Graduation Time: Thesis for Master Degree, The First Semester, and 2005 Academic Year.
Name o Student: Jiann-Yih Huang
Adviser: Dr. Chih, Wen-Hai
The Asian financial crisis of 1997 had a profound impact on the financial services industry in Taiwan. Compounded with trends towards performance based management and international convergence, where it is commonly believed that revenues should be generated primarily from risk-free transaction fees, the financial services industry in Taiwan began to undergo structural changes; the firms in the industry began to engage in cross-pillar consolidations. As a result, controlling companies in this industry were established, each providing comprehensive financial services, including wealth management services.
Although wealth management service is considered to be in the same industry as traditional financial services, the characteristics of the former are distinct from the latter. In the wealth management service, the target market can only be successfully penetrated when customer loyalty has been developed. Furthermore, customer loyalty can be sustainable only if it is established based on particular sales person’s characteristics and enhancement of brand equity.
This paper uses linear structural relationships (LISREL) to analyze the characteristics and the relationship among salesperson’s characteristics, brand equity, customer satisfaction and customer loyalty. The results from this analysis can be used as reference for firms in the wealth management department when they develop their marketing strategies.
Based on the analysis, the following points were identified:
1. The customers of International Commercial Bank of China’s wealth management were designated as the study group, with appropriate samples selected with LISREL. The results indicated that the aforementioned theoretical model can be substantiated with the empirical data gathered. Thus, this paper substantiates the existence of the five constructs, and there are inter-relationships among them.
2. The direct relationship between salesperson’s characteristics and customer loyal does not exist; however, indirect relationship between these two constructs exists. The performance of investment portfolio is believed to play a more direct role for the development of customer loyalty; once the investment returns for a portfolio is below expectations, even an increase in service quality is unable to sustain customer confidence, which is instrumental in the establishment of customer loyalty. Hence, wealth management specialists should realize that high investment returns is the driver for increase customer loyalty.
3. Based on personality differences, customers of wealth management can be classified into three categories: Analyzers (深思熟慮型), Profit Seekers (追求利得型), and Trend Followers (追隨時尚型) which are significant differentiation. Understanding the different customer groups will help financial industry to tailor their marketing strategies to better satisfy the needs of the different group of customers.
4. The difference in the demographics of the customers of wealth management can result in the differential cognition of salesperson’s characteristics, brand equity, customer satisfaction, relationship quality and customer, thus wealth management department should design effective marketing strategies for different types of demographic customers.

目錄
頁次
國立東華大學學位論文授權書………………………………………………………
l學位考試委員會審定書……………………………………………………………….i
致謝辭………………………………………………………………………………....ii
中文摘要……………………………………………………………………………...iii
英文摘要……………………………………………………………………………....v
目錄…………………………………………………………………………………..vii
圖目錄………………………………………………………………………………...ix
表目錄………………………………………………………………………………...xi
第一章 緒論…..……………………………………………………………………....1
第一節 研究動機..................................................................................................1
第二節 研究目的..................................................................................................3
第三節 研究流程..................................................................................................3
第二章 文獻探討………………..……………………………………………………6
第一節 財富管理..................................................................................................6
第二節 理財專員特質..........................................................................................7
第三節 品牌權益................................................................................................12
第四節 顧客滿意度............................................................................................17
第五節 關係品質................................................................................................20
第六節 顧客忠誠度............................................................................................24
第七節 人格特質................................................................................................26
第八節 各構念間之關係....................................................................................28
第三章 研究方法……………………………………………………………………34
第一節 研究架構................................................................................................34
第二節 研究假說................................................................................................35
第三節 研究變數與操作性定義........................................................................40
第四節 問卷設計................................................................................................44
第五節 資料蒐集方法........................................................................................46
第六節 資料分析方法........................................................................................47
第四章 資料分析……………………………………………………………………49
第一節 樣本結構之分析....................................................................................49
第二節 運用多變量變異數分析進行各變項的特性分析................................51
第三節 信、效度分析........................................................................................65
第四節 整體模式衡量分析................................................................................76
第五節 人格特質之因素分析、集群分析與區別分析....................................89
第六節 多變量變異數分析................................................................................95
第七節 各人口統計變數與人格特質集群對整體模式之差異分析..............106
第五章 結論與建議..................................................................................................150
第一節 結論與討論..........................................................................................150
第二節 管理意涵..............................................................................................151
第三節 研究限制及後續研究建議..................................................................156
參考文獻....................................................................................................................158
附錄 問卷..................................................................................................................170

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