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研究生:潘雅惠
研究生(外文):Ya-Hui Pan
論文名稱:影響消費者購買銀行理財商品滿意度之研究
論文名稱(外文):The Study of The Consumer's Satisfaction in Purchasing Banking Financial Products
指導教授:巫喜瑞巫喜瑞引用關係池文海池文海引用關係
指導教授(外文):Wu Hsi- JuiChih, Wen-Hai
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
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
論文出版年:2006
畢業學年度:95
語文別:中文
論文頁數:88
中文關鍵詞:顧客滿意度知覺風險關係品質品牌權益銷售人員特性
外文關鍵詞:Clients’ SatisfactionPerecived RiskRelationship QualityBrand EquitySalesperson Characteristics
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台灣金融業者近年來受到放款呆帳日益的浮現,銀行業為增加較無風險的手續費收入,無不對財富管理市場的商機,卯足全力衝刺。而在財富管理盛行之際,銀行賣的產品已邁向多元化,各種的衍生性金融商品、保險、基金及連動債都推陳出新。在多元化的同時,銀行必須要有能力適切地為投資人把關引進優質的產品,以創造雙贏的局面。因此,投資人對於銀行執行財富管理業務的滿意度,和銀行的未來發展則有直接相關。
本研究探討國內銀行消費者購買理財商品時,對於銷售人員特性、品牌權益、關係品質、知覺風險與顧客滿意度的關係,利用問卷調查統計分析,採用結構方程模式分析銷售人員特性、品牌權益、關係品質、知覺風險與顧客滿意度之影響關係,並以人格特質與人口統計變數來探討分析不同模式發展。研究結果發現:(1)銀行之品牌權益對關係品質有顯著正向影響;(2)銀行之品牌權益對顧客的知覺風險有顯著負向影響;(3)銀行之品牌權益對顧客滿意度有顯著正向影響;(4)良好的銷售人員特性對關係品質有顯著正向影響;(5)良好的銷售人員特性對顧客的知覺風險有顯著負向影響;(6)良好的銷售人員特性對顧客滿意度有顯著正向影響;(7)關係品質對顧客的知覺風險有顯著負向影響;(8)關係品質對顧客滿意度沒有顯著正向影響;(9)顧客的知覺風險對顧客滿意度有顯著負向影響;(10)消費者不同的人格特質集群對各構念間均有顯著差異;(11)消費者不同的人口統計變數對各構念間有顯著差異。
In recent years, Taiwan’s financial industry has adversely affected by the increasing amount of bad debt. In order to raise the non-risk fee income, banks have paid a lot of attention on the Wealth Management market and have endeavored on this business. While wealth management is becoming more and more prevalent in Taiwan, banks’ products have trended to be diversified and innovative. Various products are introduced to the market such as derivatives, insurance policies, mutual funds, and structured notes. Meanwhile, in order to create a win-win situation, banks must have the ability to be the gatekeepers for the introduction of appropriate and high quality products to their clients. Therefore, investors’ satisfaction with the implementation of the wealth management business is directly related to the banks’ future development.
The purpose of this study is to explore the relationship among the characteristics of sales personnel, brand equity, relationship quality, perceived risk, and clients’ satisfaction when the local banks’ clients purchase financial products. The method is to use the statistic analysis with utilizing a questionnaire survey and structural equation model to analyze the impact on the relationships among the characteristics of sales personnel, brand equity, relationship quality, perceived risk, and clients’ satisfaction. In addition, this method also takes personality traits and demographic variables into consideration and tries to explore the possibilities of different patterns. The results of the study are as follow: (1) Bank’s brand equity has a significant positive impact on the relationship quality; (2) Bank’s brand equity has a significant negative impact on the client’s perceived risk; (3) Bank’s brand equity has a significant positive impact on the client’s satisfaction; (4) Good salesperson characteristic has a significant positive impact on the relationship quality; (5) Good salesperson characteristic has a significant negative impact on the client’s perceived risk; (6) Good salesperson characteristic has a significant positive impact on the client’s satisfaction; (7) Relationship quality has a significant negative impact on the client’s perceived risk; (8) Relationship quality has no significant positive impact on the client’s satisfaction; (9) Client’s perceived risk has a significant negative impact on the client’s satisfaction, (10) The different personality trait significantly affects the five variances of the model; (11) The different demographic variable significantly affects the five variances of the model.
誌謝....................... .........ii
中文摘要................... .........iii
Abstract................... .........iv
目錄
第一章 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 研究流程............ .........4

第二章 文獻探討..................... 6

第一節 銷售人員特性................. 6
第二節 品牌權益..................... 9
第三節 關係品質..................... 12
第四節 知覺風險..................... 14
第五節 顧客滿意度 ..................16
第六節 人格特質............ .........20

第三章 研究方法............ .........22

第一節 研究架構..................... 22
第二節 研究假說............ .........23
第三節 研究變數與操作性定義......... 26
第四節 問卷設計............ .........30
第五節 資料蒐集方法................. 31
第六節 資料分析方法........ .........32

第四章 資料分析與發現...... .........34

第一節 敘述性統計分析...... .........34
第二節 問卷信度與效度分析.. .........38
第三節 人格特質類型之集群分析....... 46
第四節 多變量變異數分析.... .........52
第五節 全體樣本結構方程模式分析..... 60

第五章 結論與建議................... 68

第一節 研究結論............ .........68
第二節 管理意涵與建議............... 71
第三節 研究限制與後續研究建議........73
參考文獻.............................75
附錄、問卷...........................86
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