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研究生:陳秋金
研究生(外文):Chen Chiu Chin
論文名稱:以服務金三角探討新金融商品之上市與推行
論文名稱(外文):Exploring the Introduction and Marketing of New Financial Products with the Service Triangle.
指導教授:陳 惠 美
指導教授(外文):Chen Hui Mei Ph.D.
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管理研究所
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
畢業學年度:95
語文別:中文
論文頁數:70
中文關鍵詞:服務金三角內部行銷外部行銷
外文關鍵詞:service triangleinternal marketingexternal marketing
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摘 要
本研究旨在以服務金三角為構想,探討證券業者在新金融商品上市與推行時,對於營業員所進行的內部行銷作為是否可以滿足及符合營業員的需求。券商在投資人面對新金融商品時,提供的資源是否足夠滿足其需求,進而創造令客戶滿意的服務。

研究是採用發放問卷的方式進行,發放對象是以證券公司第一線營業人員和投資新金融商品的客戶為受測者。研究結果顯示,於內部行銷構面裡券商的內部行銷作為與員工為客戶設想程度為顯著正相關。在外部行銷方面,券商實行的外部行銷則與客戶端的互動行銷無顯著相關。於互動行銷方面,內部行銷的「證券商支援系統與營業員服務品質」與外部行銷的「投資人所知覺到的服務滿意度」為顯著的高度相關;內部行銷的「券商提升銷售之作法」與外部行銷的「投資人投資金融商品之行為」為顯著高度相關。

最後,就本篇研究結果提出結論與建議,以供證券業及後續研究者進行管理實務和未來相關研究方向之參考。

關鍵字:服務金三角、內部行銷、外部行銷
Abstract
The purpose of this research is to explore the introduction and marketing of new financial products with service triangle, the securities corporations apply internal marketing to securities salesmen and if it can satisfy their demand. The securities corporations apply resource to support investors to invest new financial products and if it can satisfy their demand and then create satisfied service.
This research is using the questionnaire survey, chooses the securities salesmen in securities corporations and the investors of new financial products as the research objects. The results of this research are: First, internal marketing of securities corporations has the significantly positive relationship with the thinking of employees for investors. Second, external marketing of securities corporations has not the significantly relationship with the interactive marketing for investors. Third, in internal marketing, “the support of securities corporations and service quality of securities salesmen” has the significantly positive relationship with the external marketing”the satisfaction degree of the investors”. Fourth,“the method of securities corporations to increase sales volume" in internal marketing has the significantly positive with the external marketing “the behavior of the investors".
Finally, make some commendations and conclusions by this study results, and be able to as reference or suggestions to the securities corporations and future researchers.

Key words: service triangle; internal marketing; external marketing
目 錄
第壹章 緒論....................................1
第一節 研究動機..................................1
第二節 研究目的................................................3
第三節 研究範圍與對象...........................4

第貳章 基礎理論與文獻探討......................5
第一節 服務金三角................................5
第二節 新金融商品................................6
一、影響新金融商品發展因素........................7
二、新金融服務行銷................................8
三、推行新金融商品的服務.........................10
第三節 內部行銷.................................12
一、內部行銷演進過程.............................12
二、內部行銷對於金融服務業的重要性...............17

第參章 研究方法...............................18
第一節 研究觀念架構與假說.....................18
一、研究觀念架構.................................19
二、研究假設.....................................21
第二節 問卷設計...............................................23
第三節 研究對象與分析方法......................31

第肆章 資料分析與實證結果.....................33
第一節 樣本結構...............................................33
第二節 問卷信度與效度檢測...............................................37
第三節 敘述性統計分析..........................44
第四節 相關分析...............................................46
第五節 人口統計變項對內、外部行銷之影響........58
第伍章 結論與建議.............................63
第一節 研究結論................................63
第二節 研究啟示與建議..........................69
第三節 研究限制................................70

附錄一
附錄二
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