臺灣博碩士論文加值系統

在金管會於2005年一月份正式核准開辦財富管理業務以來，金融業者就無不競相爭食這塊手續費用高達新臺幣一百二十億元的大餅。本研究目的在於透過實證研究，去瞭解投資者對財富管理銀行選擇之使用經驗，藉以瞭解投資者選擇財富管理銀行之滿意情形，並探討影響顧客滿意度與忠誠度的前因後果。
本研究將針對財富管理銀行的消費者為研究對象，試圖瞭解財富管理銀行所提供的各項產品與服務是否能真正達到消費者的需求。經本研究利用SPSS加以驗證分析結果顯示各個研究假說皆獲，顯示「理財專員特質」、「服務品質」、「顧客滿意度」、「顧客忠誠度」都有高度正相關影響。希望本實證研究能對財富管理銀行提供有效的決策資訊，作為財富管理銀行提昇顧客滿意度、忠誠度與調整行銷策略時的參考。

Ever since the official authorization of wealth management business by FSC( Financial Supervisory Commission) in January, 2005, financial institutions has been actively compete in this industry which are estimated to have commission revenue of NTD 12,000,000,000. The purpose of this research is to understand usage experiences of consumers toward choices of wealth management banking by using empirical investigation; to understand the consumer’s degree of satisfaction, and its cause and effect of consumer satisfaction and loyalty.
This paper will focus on consumers of wealth management banking as research objects. Attempt has been made to recognize weather all sources of products and services provided by wealth management banking truly fulfill demand of consumers or not. Research has been conducted via using SPSS accompany with verification of analysis; results of this paper indicated each research hypothesis are proved to be correct. There existed highly positive correlation between “quality of sales’ personnel”, “service quality”, “consumer’s satisfactions” and “consumer loyalty”. The objective of this empirical research is to provide useful decision-making information for wealth management banking, as references of strategy-making by wealth management banking when they want to increase consumer’s satisfaction. Loyalty and adjust marketing strategies.

目錄
頁次
中文摘要---------------------------------------------------Ⅰ
英文摘要-------------------------------------------------Ⅱ
目錄------------------------------------------------------Ⅲ
表目錄----------------------------------------------------Ⅴ
圖目錄---------------------------------------------------Ⅵ
第一章 緒論
第一節 研究背景---------------------------------------------1
第二節 研究動機---------------------------------------------2
第三節 研究問題---------------------------------------------2
第四節 研究目的---------------------------------------------3
第五節 研究流程---------------------------------------------4
第二章 文獻探討
第一節 財富管理---------------------------------------------6
第二節 銷售人員特質-----------------------------------------14
第三節 服務品質--------------------------------------------23
第四節 顧客滿意度------------------------------------------40
第五節 顧客忠誠度------------------------------------------48
第三章 研究方法
第一節 研究架構--------------------------------------------51
第二節 研究假說--------------------------------------------52
第三節 變數操作型定義與問卷設計------------------------------52
第四節 研究範圍及對象---------------------------------------59
第五節 資料分析方法-----------------------------------------60
第四章 實證分析與結果
第一節 研究構面問項之基本特性分析----------------------------62
第二節 研究構面之因素分析與信度分析-------------------------78 第三節 迴歸分析--------------------------------------------81
第四節 研究假設驗證結果彙整---------------------------------97
第五章 結論
第一節 結論-----------------------------------------------101
第二節 研究限制-----------------------------------------105 第三節 建議-----------------------------------------------106
參考文獻-------------------------------------------------108
附錄一 正式問卷-------------------------------117
表 目 錄
表 2-1 財富管理定義表---------------------------------------9
表 2-2 銷售人員特質定義與衡量構面表--------------------------15
表 2-3 Holland的性格特質類型與職業搭配表---------------------20
表 2-4 人格特質分類表--------------------------------------21
表 2-5 服務品質定義表--------------------------------------25
表 2-6 P.Z.B.服務品質觀念性模式缺口說明表--------------------31表 2-7 服務品質構面彙整表-----------------------------------32
表 2-8 SERVQUAL量表---------------------------------------38
表 2-9顧客滿意度衡量尺度 -----------------------------------46
表 3-1 理財專員特質衡量問項表-------------------------------53
表 3-2 服務品質衡量問項表-----------------------------------55
表 3-3 顧客滿意度衡量問項表---------------------------------58
表 3-4 顧客忠誠度衡量問項表---------------------------------59
表 4-1 樣本次數分配表--------------------------------------63
表 4-2 樣本性別分析表--------------------------------------64
表 4-3 樣本年齡分析表--------------------------------------65
表 4-4 樣本教育程度分析表-----------------------------------66
表 4-5 樣本職業分析表--------------------------------------67
表 4-6 樣本月平均收入分析表---------------------------------68
表 4-7 樣本往來時間分析表-----------------------------------69
表 4-8 理財專員特質之敘述統計分析表--------------------------70
表 4-9 服務品質之敘述統計分析表------------------------------72
表 4-10 顧客滿意度之敘述統計分析表---------------------------75
表 4-11 顧客忠誠度之敘述統計分析表---------------------------76
表 4-12 因素分析與信度分析結果表-----------------------------79
表 4-13 以「服務品質」構面因素為依變數之逐步迴歸分析表---------82
表 4-14 以「顧客滿意度」構面因素為依變數之逐步迴歸分析表-------84
表 4-15 以「顧客忠誠度」構面因素為依變數之逐步迴歸分析表--------86
表 4-16 以「顧客滿意度」構面因素為依變數之逐步迴歸分析表--------88
表 4-17 以「顧客忠誠度」構面因素為依變數之逐步迴歸分析表--------90
表 4-18 以「服務品質」構面因素為依變數之逐步迴歸分析表---------92
表 4-19 以「顧客忠誠度」構面因素為依變數之逐步迴歸分析表--------94
表 4-20 以「服務品質」構面因素為依變數之逐步迴歸分析表---------96
表 5-1 研究假設驗證結果分析表------------------------------102


圖 目 錄
圖1-1研究流程圖------------------------5
圖2-1財富管理內容-------------------------------------------7
圖2-2服務品質模式大要---------------------------------------27
圖2-3 P.Z.B.的服務品質概念化模式----------------------------30
圖2-4 瑞典顧客滿意度模式圖--------------------------------43 圖2-5美國顧客滿意度指標圖-----------------------------------44
圖2-6 歐洲顧客滿意度指數圖----------------------------------45
圖3-1研究架構圖--------------------------------------------51
圖4-1 模式一 修正徑路關係圖---------------------------------83
圖4-2 模式二 修正徑路關係圖---------------------------------85
圖4-3 模式三 修正徑路關係圖---------------------------------86
圖4-4 模式四 修正徑路關係圖-------------------------------89 圖4-5 模式五 修正徑路關係圖---------------------------------91
圖4-6 模式六 修正徑路關係圖---------------------------------93
圖4-7 模式七 修正徑路關係圖---------------------------------95
圖4-8 模式八 修正徑路關係圖---------------------------------96
圖4-9 修正後子構面路徑關係圖-------------------------------100

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