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研究生:郭光展
研究生(外文):Kuang-Chang Kuo
論文名稱:銀行業財富管理顧客忠誠度之探討
論文名稱(外文):The Study of Customer Loyalty in theWealth Management
指導教授:方世榮方世榮引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:高階經理人碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:96
語文別:中文
論文頁數:56
中文關鍵詞:財富管理理財專員特性顧客忠誠度關係品質
外文關鍵詞:the wealth managesfinance mangaing specialist characteristiccustomer loyalty and relates to the quality
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所謂財富管理,根據行政院金融監督管理委員會所定義之財富管理業務,係為高淨值人士提供各種金融服務,以達保存、創造財富等目的。亦即,財富管理業務係指「銀行針對高淨值客戶,透過理財業務人員,依據客戶需求作財務規劃或資產負債配置,以提供銀行經核准經營業務範圍內之各種金融商品及服務。」服務對象:包括自然人與法人,一般主要以自然人為主。服務方式:財富管理業務最重要特點之一,為服務機構指定理財業務人員,瞭解客戶需求並規劃建議其所需之產品或服務,該指定理財業務人員在國外稱為「客戶關係經理」,(Relationship Manager,簡稱RM),在國內則一般稱為「理財專員」。
在銀行的消費金融業務領域裡,財富管理是個相當受重視的業務,財富管理不但具有規劃客戶財務投資的功能,同時也是銀行客戶關係管理相當重要的一環, 因為其處理的正是富裕的中高階客戶,許多銀行已紛紛推出適合不同人生階段需求的財富管理產品。從銀行的網站,消費者會知道如何籌措子女教育經費,如何規劃未來的退休生活等等。對自己的未來規劃有了概念後,細節及專業問題就可以交由不同的專家來代勞,設計適合顧客個人理財需求的財富規劃、 投資、節稅、信託諮詢與服務,並藉由個人財務、投資及信託服務之整合,以提昇銀行的服務品質。
貴賓理財是屬於高度關係導向的行業,因其具有隱密性,且財富資產之事屬於極為隱私之事,加上和理財專員是屬於面對面,高度接觸之行業,因此,本研究探究財富管理銀行中心(亦即所謂貴賓理財中心)貴賓客戶與理財專員及其所往來銀行之間的關係緊密度影響其對理財專員以及對銀行的滿意度及忠誠度,瞭解顧客在這些不同因素影響下之忠誠行為,可以作為銀行業經營財富管理業務策略的參考,並從中瞭解其管理意涵與擬訂對應的行銷策略。
就個人於該領域工作實務的經驗,本研究之探討項目主要就「服務行銷的三角模式」(Triangle Model of Service Mrketing, Kotler 1994)於財富管理業務中所呈現的型態為何,探討項目分別為:
一、理財專員特性與顧客關係的緊密度影響顧客對銀行的忠誠度。
二、銀行本身特性與顧客關係緊密度影響顧客對理財專員的忠誠度。
三、理財專員對銀行的忠誠度影響顧客是否隨理財專員跳槽而異動。
The so-called “wealth management”, according to the Financial Supervisory Commission,Executive Yuan is for the high net worth person to provide them various finance service, to attain the conservancy,create the wealth etc. purpose. That is, the wealth management business is that the bank aims at the high net worth customer through managing finance the business the personnel, making the finance programming or the property liabilities service according to customer''s needs and suggest the product or service that really for their needs. The specialist is called"the customer relates to the manager" abroad.(The Relationship Manager, the brief name RM), then generally be called"finance mangaing specialist" in Taiwan.
The financial business realm of the consumption in bank, the wealth management is a business that rather is subjected to the value. The wealth management not only has the the function of the finance investment programming for customers , also is a rather important wreath of the customer relationship management in bank. Because what it handle is exactly wealthy in the high level customer, many banks have already in succession announced fit demanding wealth of the different life stage .
Honored guest''s finance mangaing is the industry that belongs to the high relation direction and of the high contact, because it has the concealed, and the matter of the wealth property belongs to extremely the matter of the privacy, Therefore, this research investigation to honored guest''s customer and the finance mangaing specialist and it of the come-and-go bank relate to the close degree to influence it to manage finance the specialist and to bank of the satisfaction and the loyalty, Understand the customer under these different factor influences its honest behavior, can be the reference of the wealth management business strategy, and understand it from it to manage the meaning and draw up marketing policy.
For my personal experience in the wealth management business, the study item of this research mainly"serves the triangle mode of the marketing"(the Triangle Model of Service Mrketing, Kotler1994) in the type present, inquire into the item respectively is:
1. The close degree of the finance mangaing specialist characteristic and the customer relation influences the customer to the loyalty of the bank.
2. The bank characteristic and customer relates to an influence customer to the loyalty that manages finance the specialist.
3. Manage finance the specialist to influence whether customer change employment with the finance mangaing specialist or not and change to the loyalty of the bank.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 財富管理業務概況 5
第二節 理財專員的特性 9
第三節 銀行服務的特性 15
第四節 顧客滿意度 19
第五節 顧客忠誠 23
第六節 理專工作滿意度與忠誠度 26
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假說 33
第三節 研究變數衡量 33
第四節 問券設計 37
第五節 資料分析方法 38
第四章 資料分析與結果 39
第一節 敘述性統計分析 39
第二節 信度分析 41
第三節 因素分析 43
第四節 假設檢定 47
第五章 結論與建議 50
第一節 研究結論 50
第二節 管理意涵 51
第三節 研究限制 52
第四節 後續研究建議 52
參考文獻 53
附錄一 本研究問卷之一 57
附錄二 本研究問卷之二 61
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