臺灣博碩士論文加值系統

近年來，隨著台灣加入世界貿易組織(WTO) 及金融控股公司紛紛的成立，國內證券業已面臨強大的同業競爭與生存壓力，而紛紛調整其經營型態，將傳統行銷方式逐漸朝向注重與顧客建立、維持關係的關係行銷，以提昇顧客的忠誠度、擴大市場佔有率及維持企業的生存與發展。
證券業顧客大都有專屬之證券營業員為其服務，由於股票交易之特性，顧客與營業員之間互動頻繁甚於證券公司，其忠誠度可能因與營業員接觸密切、信任感或個人特質等因素而傾向營業員個人；然而顧客是公司的資產，非營業員個人所擁有，顧客對營業員所產生的信任或忠誠，若能有效移轉為顧客對公司的忠誠時，當營業員離職，將能減少伴隨營業員離職所造成的顧客流失，進而減少對證券公司的傷害，因此，顧客的忠誠度傾向是值得探討的。
本研究以關係行銷理論為基礎，從顧客認知的角度來探討影響顧客與營業員關係強度之因素，及關係強度對營業員個人忠誠與所屬證券公司忠誠間的關聯性。經由路徑分析結果顯示，「專業知識」、「接觸密集程度」、「顧客對營業員的觀點」、「道德行為」對關係強度有正面影響，其中又以「顧客對營業員觀點」對關係強度的影響效果最大。此外，關係強度對營業員個人忠誠及所屬公司忠誠皆有正面影響，並以對個人忠誠的影響效果最大。在公司整體忠誠方面，雖然關係強度透過個人忠誠間接對公司的影響不及關係強度直接對該公司的影響，但顧客對特定營業員的個人忠誠亦能發揮正面的移情作用，進而促進對該證券公司忠誠，顯示個人忠誠是促成顧客對公司產生忠誠的要素。本研究之研究成果，期望能夠提供證券業者在增進顧客對公司忠誠時制定決策的參考。

In recent years, with Taiwan’s entrance into the World Trade Organization (WTO) and the constant establishment of financial holdings companies, the domestic securities industry is facing strong competition and stress of survival, and has begun to adjust their management styles. Traditional marketing methods are gradually changing to relationship marketing, which is concerned with establishing and maintaining relationship s with customers, in order to elevate customer loyalty, expand the market share, and maintain the existence and development of the corporation.
Customers of the securities industry generally have their personal securities brokers to serve them. Due to the characteristics of stock transactions, the customers have more interaction with the brokers than with the securities company; their loyalty may be more broker-oriented because of their frequent contact with the broker, trust for the broker, or due to personal characteristics of the broker. However, customers are assets of the company and not owned by the brokers personally. If it is possible to effectively convert the trust or loyalty of customers to their brokers to the company, when brokers leave the company, it would decrease the number of customers lost, and also decrease the harm done to the securities company. Therefore, the orientation of customer loyalty is a field worth studying.
This study uses relationship marketing theory as a basis to explore the factors of relationship strength between the customer and broker from the angle of customer perception, and the correlation of relationship strength to loyalty to the broker and to the security company. The results of path analysis show that “professional knowledge,” “extent of contact frequency,” “customer’s view of broker,” and “ethical behavior” have positive effects on relationship strength. Of which, “customer’s view of broker” has the greatest effect on relationship strength. Additionally, relationship strength has a positive effect on personal loyalty to the broker and the broker’s company, and has the greatest effect on personal loyalty to the broker. In terms of overall loyalty to the company, even though the indirect effect of personal loyalty on relationship strength to the company is not as strong as that of direct relationship strength on the company, customers’ personal loyalty to specific brokers can also be used to have positive transference and promote loyalty to the securities company. This shows that personal loyalty is a key to creating customer loyalty toward a company. It is hoped that the results of this study can provide the securities industry with a reference in making decisions to promote customer loyalty toward the company.

摘要I
ABSTRACTII
誌謝Ⅲ
目錄IV
表目錄V
圖目錄VII
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的2
第三節 研究範圍與限制3
第四節 研究流程3
第二章 文獻探討6
第一節 關係行銷6
第二節 關係品質18
第三節 關係強度20
第四節 顧客忠誠度28
第五節 關係強度與忠誠度的關係33
第三章 研究方法37
第一節 初步研究架構37
第二節 研究對象38
第三節 統計與分析方法38
第四節 變數之操作化定義40
第四章 研究結果分析42
第一節 樣本基本資料分析42
第二節 因素分析與信度分析44
第三節 研究模型與假說46
第四節 研究模型之路徑分析53
第五節 研究假說結果彙整57
第五章 結論與建議59
第一節 研究結論與發現59
第二節 實務管理涵義61
第三節 後續研究與建議64
參考文獻65
附錄一:正式問卷73

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