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研究生:吳碧秀
研究生(外文):Pi-Shiu Wu
論文名稱:金融機構個人理財業務關係行銷策略對顧客關係品質之研究
論文名稱(外文):A study of relationship marketing strategy and customer relationship qualities for the Personal Banking Business of Financial Institutions
指導教授:巫喜瑞巫喜瑞引用關係
指導教授(外文):Cedric Hsi-Jui Wu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:高階經營管理碩士在職專班
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
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:129
中文關鍵詞:關係行銷顧客忠誠度替代者吸引力專業能力關係銷售行為關係階段道德行為關係品質
外文關鍵詞:Relationship sales of SalespersonsRelationship MarketingCustomer LoyaltyProfessional AbilityAttraction of AlternativesRelationship QualityRelationship PhasesEthical Behavior
相關次數:
  • 被引用被引用:3
  • 點閱點閱:383
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
台灣產業結構自從大陸對外開放後,迅速從製造業轉型為服務業,2002年起金融機構面臨低率衝擊,法人金融獲利降低,個人金融投資理財業務崛起,歷
經全球五年多頭行情,在國際投資金融機構高度財務槓桿操作下,引發百年來全球性金融風暴,台灣自然不能倖免於難,投資人損失慘重。本研究探討後金融海嘯時代,金融機構個人理財業務關係行銷策略,企業除運用關係結合及服務專員關係銷售行為外,也考量服務專員之專業能力與道德行為,將此四種構念作為前置變數,顧客關係品質作為中介變數,顧客忠誠度作為依變數,並以關係階段、替代者吸引力作為調節變數,運用SPSS 及AMOS 17版統計套裝軟體進行資料統計分析工作,得到假設驗證結果分述如下:

1. 金融機構運用關係結合之財務性結合及社會性結合對顧客關係品質無正向顯著影響,但結構性結合與顧客關係品質有正向顯著影響。
2. 服務專員之關係銷售行為的相互揭露及合作意願與顧客關係品質無正向顯著影響,但互動強度與顧客關係品質有正向顯著影響。
3. 顧客認知服務專員之專業能力對顧客關係品質有正向顯著影響。
4. 顧客認知服務專員之道德行為對顧客關係品質有正向顯著影響。
5. 關係階段對關係結合、關係銷售行為、專業能力與顧客關係品質間之關係無調節效果。僅在道德行為與顧客關係品質間之關係具有調節效果。
6. 整體的顧客關係品質對顧客忠誠度有正向顯著影響。
7. 替代者吸引力對顧客關係品質與顧客忠誠度之間呈現顯著負向調節效果。
研究結果可提供金融機構高層規劃個人金融理財業務未來經營策略之參考。本研究實證得知,在道德不彰的今日,服務專員之道德行為是顧客去留重要因素之一,企業為持守客戶,必須嚴謹規範理財從業人員之道德行為;另外在資訊發達的世代裡,要避免顧客被替代者所吸引,企業需不斷舉辦員工教育訓練,深化員工專業能力及知識水準,才能確實提升顧客關係品質及顧客忠誠度。
The industrial structure of Taiwan transformed from manufacturing into services since it was opened to Mainland China. Since 2002, financial institutes faced impact of low interest rate and corporate financing margin was shrinking and consumer financing and wealth management grew out from nothing. After 5 years bull market, under the exceptional financial leverage operations of international investment financing institutes, a global financial storm was erupted that has not been experienced in past 100 years. Under such situation, Taiwan is not spared and investors suffered dreadful losses. This research is intended to study the Relationship Marketing Strategy of Wealth Management services of financial institutes. Other than the joining relationships and relationship sales of salespersons, a financial entity considers also wealth management specialist professional ability and ethical conduct. These 4 perspectives are placed as prepositioning variables and Customer Relationship Quality as the intermediate variables and Customer Loyalty as the depending variables, and Relationship Phases and Attraction of Alternatives as Adjusting Variable. The research used SPSS and AMOS 17 Statistical Package software for data analysis. The findings of the study are described as the following:
1. Financial Institutes’ financial bonds and social bonds in applying their relationship marketing has not had significant positive effect on customer relationship quality, but structural bonds has significant positive effect on customer relationship quality.
2. The mutual disclosure and cooperation willingness of salespersons’ relationship sales activities do not have significant positive effect on customer relationship quality, but the intensity of interaction has significant positive effect on customer relationship quality.
3. Customers’ awareness of sales persons’ professional ability has significant positive effect on customer relationship quality.
4. Customers’ awareness of salespersons’ ethical behavior has significant positive effect on customer relationship quality.
5. Relationship phases have no adjusting effect on relationship joining, relationship sales activities, professional ability and customer relationship quality; only the ethical behavior has adjusting effect on customer relationship quality.
6. Overall customer relationship quality has significant positive effect on customer loyalty.
7. Attraction of alternative has significant negative adjusting effect on customer relationship quality and customer loyalty.

Results of research may be for reference of financial institute’s CEO, in the respect of thinking how to adjust relationship marketing strategy of Wealth Management Business Department, and promoting customer relationship quality. The empirical study of this research indicates that with downgrading ethical and moral level of the world today, the ethical conducts of salespersons is an important factor in retaining customers. Corporate has to emphasis the ethical conducts of salespersons to keep the customers from fleeing away. Also, as all sorts of information are almost readily available, keeping customers from being attracted away by competitors, training and education to deepen the professional ability of salespersons is also an important way to promote customer relationship quality.
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與研究目的 6
第貳章 文獻探討 7
第一節 關係行銷策略 7
第二節 關係階段 16
第三節 顧客關係品質 21
第四節 替代者吸引力 25
第五節 顧客忠誠度 26
第參章 研究模型與研究方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 變數之操作性定義與衡量方式 37
第四節 問卷設計 46
第五節 資料蒐集方法 48
第六節 資料分析方法 66
第肆章 資料分析 69
第一節 敘述性統計分析 69
第二節 信度分析 72
第三節 效度分析 82
第四節 整體模式衡量分析 90
第五節 迴歸分析 99
第伍章 結論與建議 103
第一節 研究討論 103
第二節 管理意涵 108
第三節 研究限制 109
第四節 研究建議 110
參考文獻. 111
附錄一 前測問卷 121
附錄二 正式問卷 126

表目錄
表2-1 關係結合三層次 10
表2-2 關係行銷策略三種結合模式 11
表3-1 財務性結合之操作性定義、衡量題項及文獻來源 37
表3-2 社會性結合之操作性定義、衡量題項及文獻來源 38
表3-3 結構性結合之操作性定義、衡量題項及文獻來源 39
表3-4 互動強度之操作性定義、衡量題項及文獻來源 40
表3-5 相互揭露之操作性定義、衡量題項及文獻來源 41
表3-6 合作意願之操作性定義、衡量題項及文獻來源 41
表3-7 專業能力之操作性定義、衡量題項及文獻來源 42
表3-8 道德行為之操作性定義、衡量題項及文獻來源 42
表3-9 關係階段之操作性定義、衡量題項及文獻來源 43
表3-10 顧客關係品質之操作性定義、衡量題項及文獻來源 44
表3-11 替代者吸引力之操作性定義、衡量題項及文獻來源 44
表3-12 顧客忠誠度之操作性定義、衡量題項及文獻來源 45
表3-13 本研究問卷內容 47
表3-14 財務性結合量表之信度分析 (前測) 50
表3-15 社會性結合量表之信度分析(前測) 51
表3-16 結構性結合量表之信度分析(前測) 52
表3-17 企業關係結合整體模型量表之信度分析(前測) 53
表3-18 互動強度量表之信度分析(前測) 54
表3-19 相互揭露量表之信度分析(前測) 54
表3-20 合作意願量表之信度分析(前測) 55
表3-21 服務專員關係銷售行為整體模型量表之信度分析(前測) 56
表3-22 專業能力量表之信度分析(前測) 57
表3-23 道德行為量表之信度分析(前測) 57
表3-24 顧客關係品質量表之信度分析(前測) 58
表3-25 替代者吸引力量表之信度分析(前測) 59
表3-26 顧客忠誠度量表之信度分析(前測) 59
表3-27 企業關係結合各構面修改後之信度分析結果彙整表 60
表3-28 服務專員關係銷售行為各構面修改後之信度分析結果彙整表 61
表3-29 企業關係結合整體模型修改後之信度分析結果彙整表 62
表3-30 服務專員關係銷售行為整體模型修改後之信度分析結果彙整表 63
表3-31 專業能力、道德行為、顧客關係品質修改後之信度分析結果彙整表 64
表3-33 結構方程模式評鑑指標總表 67
表4-1 樣本分佈情形 70
表4-2 主要往來金融機構之分佈情形 71
表4-3 財務性結合量表之信度分析 73
表4-4 社會性結合量表之信度分析 73
表4-5 結構性結合量表之信度分析 74
表4-6 企業關係結合整體模型量表之信度分析 75
表4-7 互動強度量表之信度分析 76
表4-8 相互揭露量表之信度分析 76
表4-9 合作意願量表之信度分析 77
表4-10 服務專員關係銷售行為整體模型量表之信度分析 78
表4-11 專業能力量表之信度分析 79
表4-12 道德行為量表之信度分析 79
表4-13 顧客關係品質量表之信度分析 80
表4-14 替代者吸引力量表之信度分析 80
表4-15 顧客忠誠度量表之信度分析 81
表4-16 企業關係結合修正後量表之二階驗證性因素分析 84
表4-17 服務專員關係銷售行為修正後量表之二階驗證性因素分析 85
表4-18 專業能力量表之驗證性因素分析 86
表4-19 道德行為量表之驗證性因素分析 86
表4-20 顧客關係品質量表之驗證性因素分析 87
表4-21 替代者吸引力量表之驗證性因素分析 87
表4-22 顧客忠誠度量表之驗證性因素分析 88
表4-23 各機率水準之卡方分配臨界值 89
表4-24 企業關係結合構念之區別效度分析 89
表4-25 服務專員關係銷售行為之區別效度分析 89
表4-27 整體理論模式之結構模式分析 95
表4-28 整體模型驗證性因素分析適配檢定結果 96
表4-29 各變數對顧客關係品質之影響效果分析 97
表4-30 各變數對顧客忠誠度之影響效果分析 97
表4-31 理論結構模型之路徑係數與假設檢定 98
表4-32 Durbin-Watson 檢定 100
表4-33 關係階段作為各前置變數與顧客關係品質之調節效果的估計值 100
表4-34 Durbin-Watson 檢定 101
表4-35 替代者吸引力作為顧客關係品質與顧客忠誠度之調節效果的估計值 101

圖目錄
圖2-1 關係發展程序 17
圖2-2 關係品質模式圖 21
圖2-3 Lagace et al.之關係品質模型 22
圖3-1本研究架構圖 29
圖4-1修正後之理論模式與參數結構 91
圖4-2修正後不含調節變數各變數徑路途 97
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