臺灣博碩士論文加值系統

　　近年來，銀行業的經營環境發生了巨大的變化，新銀行、金控公司甚至壽險公司的財富管理中心如雨後春筍般的設立，爭食這塊財富管理業務大餅，在資源有限而競爭者不斷加入之下，各銀行為其生存與獲利，無不卯足全力留住顧客。因此如何與顧客維持良好關係並提昇顧客忠誠度，成為財富管理業務經營成敗關鍵因素。此外顧客是銀行的資產，非理財專員個人所擁有，顧客對理財專員的信賴或忠誠，若能有效提昇為顧客對銀行的忠誠，當該理財專員離職時，將能減少伴隨理財專員離職所造成的顧客流失，進而減輕對銀行的損失，因此顧客的忠誠度傾向是值得探討的。
本研究以銀行業的財富管理中心之顧客為對象，研究道德行為、互動頻率、相似性、企業形象、企業倫理、人員關係品質、公司關係品質、對特定理財專員個人忠誠度及對公司忠誠度等構面相互之影響，並利用AMOS統計軟體加以驗證分析。研究發現：一、特定理財專員的道德行為對人員關係品質具有正向影響成立。二、特定理財專員的互動頻率對人員關係品質具有正向影響成立。三、特定理財專員的相似性對人員關係品質具有正向影響成立。四、公司形象對公司關係品質具有正向影響成立。五、企業倫理對公司關係品質具有正向影響成立。六、人員關係品質與公司關係品質互為影響成立。七、人員關係品質對特定理財專員忠誠度具有正向影響成立。八、公司關係品質與對公司忠誠度具有正向影響成立。九、人員關係品質與對公司忠誠度具有正向影響不成立。十、特定理財專員個人忠誠度對公司忠誠度的關係具有正向影響成立。本研究之研究成果，期望能提供給銀行業者作為增進顧客對公司忠誠時決策的參考。

　　In recent years, a huge variety in the management environment of banking has happened. The established of wealth management center of new banks, financial holding companies, and even life insurance companies all grow up fast, fighting for this wealth management business. Under the condition of limited resource and constantly increasing competitors, every bank makes big efforts to maintain customers by all means in order to survive and make profits. Therefore, maintaining a good relationship with customers and promoting their loyalty become one of the key factors to success or fail in this wealth management business. In addition, customers are the assets of a bank that should not be dominated by individual wealth management consultant alone. If a bank can successfully transfer trust and loyalty of its customers from individual wealth management consultant to the bank itself, the loss to the bank would be much less as any wealth management consultant leaving the position. Therefore, it is worth researching the inclination of loyalty of thosecustomers.
　　The subject of this research regards on customers, the target, of the wealth management center of banking business, based on ethic behavior, contact frequency, similarity, corporation image, business ethics, personnel relation quality, company relation quality, and particular loyalty to a wealth management consultant and the company using AMOS, findings of the research are as follows: 1. The ethic behavior of a particular wealth management consultant establishes a significantly positive impact on the personnel relation quality. 2. The contact frequency of a particular wealth management consultant establishes a significantly positive impact on the personnel relation quality. 3. The similarity of a particular wealth management consultant establishes a significantly positive impact on the personnel relation quality. 4. Corporation image establishes a significantly positive impact on the company relation quality. 5. Business ethics establishes a significantly positive impact on the company relation quality. 6. The personnel relation quality and company relation establish mutual influences.7. The personnel relation quality establishes a significantly positive impact on the loyalty of a particular wealth management consultant. 8. The company relation quality establishes a significantly positive impact on the loyalty the company. 9. The personnel relation quality establishes no significantly positive impact on the loyalty the company. 10. The loyalty of a particular wealth management consultant establishes a significantly positive impact on the loyalty to the company. The results of this research are expected to provide banks with useful references when making policies in improving the loyalty of customers to a company.

目錄
封面內頁
中文摘要 .....................................................................................i
英文摘要 ....................................................................................ii
誌謝 ............................................................................................iv
目錄 ............................................................................................v
圖目錄 .....................................................................................viii
表目錄 .......................................................................................ix

第一章 緒論................................................................................1
1.1 研究動機、背景與目的.......................................................1
1.2 研究流程、範圍與對象.......................................................4
1.3 論文架構...............................................................................7
第二章 文獻回顧與假說發展....................................................8
2.1 關係行銷...............................................................................8
2.1.1關係行銷之層級...............................................................11
2.1.2顧客關係之層次...............................................................12
2.1.3關係行銷之利益...............................................................13
2.1.4關係行銷之觀念性模型...................................................14
2.2 關係品質.............................................................................15
2.2.1 人員關係品質..................................................................24
2.2.2 人員關係品質的影響因素..............................................24
2.2.3 公司關係品質..................................................................27
2.2.4 公司關係品質的影響因素..............................................28
2.2.5 人員關係品質與公司關係品質之關聯性......................33
2.3 關係品質與顧客忠誠度.....................................................34
2.3.1 顧客忠誠度......................................................................34
2.3.2 人員關係品質與特定理財專員忠誠度之間的關係......39
2.3.3 公司關係品質與公司忠誠度之間的關係......................40
2.3.4 人員關係品質與公司忠誠度的關係..............................41
2.3.5特定理財專員忠誠度與公司忠誠度的關係...................41
第三章 研究方法......................................................................43
3.1 研究架構.............................................................................43
3.2 研究設計.............................................................................44
3.2.1 抽樣設計..........................................................................44
3.2.2 問卷設計..........................................................................44
3.3 變數的操作型定義.............................................................48
3.3.1 自變數..............................................................................48
3.3.2 中介變數..........................................................................49
3.3.3 依變數..............................................................................49
3.4 衡量問項.............................................................................50
3.5 資料統計分析.....................................................................52
3.5.1 敍述統計分析..................................................................53
3.5.2 信度分析..........................................................................53
3.5.3 效度分析..........................................................................53
3.5.4 結構方程模式分析..........................................................54
第四章 資料分析與討論..........................................................55
4.1 樣本基本資料分析.............................................................55
4.2 信度分析.............................................................................57
4.3 效度分析.............................................................................57
4.3.1 內容效度..........................................................................57
4.3.2 收斂效度與區別效度......................................................58
4.4 線性結構模式評估.............................................................60
4.4.1 整體模型配適度檢定......................................................61
4.5 假設檢定.............................................................................64
4.5.1 線性結構模式評估..........................................................64
4.5.2 競爭模式評估..................................................................67
第五章 研究結論與建議..........................................................69
5.1 研究結果.............................................................................69
5.1.1 人員關係品質之衡量構面..............................................69
5.1.2 公司關係品質之衡量構面..............................................70
5.1.3 人員關係品質與公司關係品質之關係..........................71
5.1.4 關係品質與忠誠度之關係..............................................71
5.1.5 特定理財專員忠誠度與公司忠誠度之關係..................72
5.2 管理上的涵義.....................................................................72
5.2.1 提昇人員關係品質..........................................................73
5.2.2 強化公司關係品質..........................................................74
5.2.3 建立顧客忠誠度..............................................................74
5.3 研究限制.............................................................................75
5.4 後續研究之建議.................................................................76
參考文獻...................................................................................77
附錄、正式問卷.......................................................................91

圖目錄
圖1-1理財專員歷史的演進 ......................................................3
圖1-2 研究流程圖 .....................................................................6
圖2-1 Crosby et al. (1990) 關係品質模型................................14
圖2-2 Morgan & Hunt (1994)關鍵中介變數模型....................15
圖2-3 Legace et al. (1991)之關係模型.....................................24
圖3-1研究架構.........................................................................43
圖3-2問卷設計流程.................................................................46
圖4-1本研究之結構方程式路徑圖.........................................63
圖4-2競爭模型之結構方程模式路徑圖.................................68

表目錄
表2-1關係行銷之定義...............................................................9
表2-2 Berry & Parasuraman 之關係行銷層次.........................12
表2-3 關係品質的組成構面....................................................18
表2-4 信賴的情境....................................................................19
表2-5 信賴的衡量構面............................................................20
表2-6 以範疇、性質來界定顧客滿意度................................23
表2-7 企業形象之定義............................................................30
表2-8企業倫理的議題.............................................................32
表2-9企業倫理之範圍.............................................................32
表2-10顧客忠誠度之定義.......................................................36
表2-11顧客忠誠度的衡量構面...............................................39
表3-1 問卷所屬各項問卷變數與問項題號一覽表................46
表3-2道德行為衡量問項.........................................................50
表3-3互動頻率衡量問項.........................................................50
表3-4相似性衡量問項.............................................................50
表3-5人員關係品質(信賴)衡量問項......................................51
表3-6人員關係品質(滿意) 衡量問項.....................................51
表3-7對特定理專忠誠度衡量問項.........................................51
表3-8公司形象衡量問項.........................................................51
表3-9企業倫理衡量問項.........................................................52
表3-10公司關係品質(信賴) 衡量問項...................................52
表3-11公司關係品質(滿意)衡量問項....................................52
表3-12對公司的忠誠度衡量問項...........................................52
表4-1樣本基本資料.................................................................56
表4-2信度之衡量.....................................................................57
表4-3模型效度之衡量.............................................................59
表4-4構面相關係數.................................................................60
表4-5研究模型整體配適度.....................................................62
表4-6研究模型線性結構模式評估結果.................................66
表4-7研究假說實證結果.........................................................67
表4-8競爭模型與研究模型之整體模式配適度比較.............67

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