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研究生:鍾坤城
研究生(外文):CHUNG,KUN-CHENG
論文名稱:關係行銷,銷售人員屬性,人際關係對顧客忠誠影響之研究
論文名稱(外文):A study of the influences of relationship marketing,the attributes of salesperson and interpersonal relations on customer loyalty
指導教授:張舜德張舜德引用關係
指導教授(外文):Chang Shunder
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系碩士在職專班
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:75
中文關鍵詞:關鍵字:關係行銷銷售人員屬性人際關係顧客忠誠財富管理
外文關鍵詞:Keywords:Relationship marketingthe attributes of salespersonInterpersonal relationsCustomer loyaltyWealth management
相關次數:
  • 被引用被引用:2
  • 點閱點閱:243
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  • 收藏至我的研究室書目清單書目收藏:0
隨著財富管理市場的蓬勃發展,各家業者之間的競爭也越趨激烈,能否有效的留住顧客,絕對是勝敗的關鍵。因此,本研究期望透過關係行銷、銷售人員屬性和人際關係等面向,來強化財富管理業者和顧客之間的忠誠關係,並訂定研究目的如下。首先,了解在財富管理產業中,關係行銷方式對顧客忠誠的影響性究竟如何,以作為業者在制定行銷策略時的依據。其次,找出理財專員屬性和顧客忠誠之間的關聯性,以提供財富管理業者在甄選和培訓理財專員時做為參考之用。最後,從理財專員和顧客之間的關係緊密程度出發,探討此種人際關係對於顧客忠誠的作用,以當作財富管理業者在教育訓練時的建議。

本研究利用網路問卷來進行分層配額抽樣的調查方式,總共收集了363份有效樣本,並採取因素分析和結構方程模式等統計方法,對資料進行分析及檢定後提出下列研究發現。
第一, 關係行銷對顧客忠誠度的提升有可觀的幫助,其中又以結構性結合的方式效果最佳。
第二, 第二,不論是理財專員的專業化能力,或是理財專員和顧客之間的相似性,都對顧客忠誠有正面的影響。
第三, 第三,理財專員和顧客之間的人際關係能夠有效降低顧客的流失率。




關鍵字:關係行銷、銷售人員屬性、人際關係、顧客忠誠、財富管理
As the growth of wealth management industry, competition among different service suppliers becomes more intense. How to keep the customers effectively will be the critical point. Therefore, this research hopes to improve the relations between service suppliers and customers through relationship marketing, the attributes of salesperson and interpersonal relations in the wealth management industry. And we set three goals as following. First, understand the influence of relationship marketing on customer loyalty in the wealth management industry. Second, find the relations between the attributes of salesperson and customer loyalty. Third, discuss the influence of 『customer-to-consultant relationship closeness』on customer loyalty.
This research adopts the method of stratified-quota sampling by internet questionnaires and collects 363 samples. We adopt the statistic methods of FA and SEM to analyse these data and find:
(1) All kinds of relationship marketing have positive influences on customer loyalty, especially the structural bond.
(2) Both the expertise of consultants and the similarity between a customer and his consultant have positive influences on customer loyalty.
(3) The relationship between a customer and his consultant can reduce the rate of customer losing.

Keywords: Relationship marketing, the attributes of salesperson, Interpersonal relations,Customer loyalty, Wealth management
目次
‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧
目次 I
表次 III
圖次 V
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 3
第二章 文獻回顧 5
2.1關係行銷 5
2.2人際關係 9
2.3銷售人員屬性 11
2.4關係品質 12
2.5顧客忠誠 14
2.6財富管理 16
第三章 研究方法 19
3.1研究架構 19
3.2研究假說 20
3.3變數的定義與衡量 23
3.4問卷設計 26
3.5抽樣設計 28
3.6前測分析 30
3.7統計模式 32
第四章 實證分析 43
4.1樣本分析 43
4.2信度與效度分析 47
4.3模式評估 49
4.4小結 53
第五章 結論與建議 55
5.1研究發現與建議 55
5.2研究貢獻 57
5.3研究限制 58
5.4後續研究建議 58
參考文獻 60
中文部份 60
英文部分 62
附錄 68
參考文獻
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