台灣銀行體系長期以來就存在著過度競爭的問題，尤其近年來國內景氣欠佳，使得偏重在承做傳統放款業務的本國銀行均承受鉅額逾期放款之困擾。隨著金融商品的多元化，及為尋求其他穩定及無風險的獲利來源，理財業務近年來便成為銀行業者全面積極投入的主要戰場。在面對同業間持續的高度競爭壓力，以及消費者理財知識及經驗的快速提升下，銀行業更需不間斷的在產品及服務上推陳出新以滿足顧客不同的需求，藉此來吸引及穩固新舊顧客，最終成為銀行的忠誠顧客。
面對多樣化的顧客需求，採取客製化做法是一種可行的策略。本研究透過對理財服務採用客製化創新的做法下，瞭解顧客在經驗過不同的服務客製化創新模式後，個人對銀行所產生的代理關係品質，及進一步的代理關係結果；本研究同時加入個人（即主理人）對創新接受程度的屬性，做為服務客製化創新與代理關係品質之間的干擾變數。有關不同的客製化創新理論，本研究採用學者Gilmore & Pine（1997）所提出，依「展現方式」及「產品 / 服務」兩屬性所構成的四種不同客製化創新模式來深入探討。以上這些研究架構是過去學者在探討理財服務領域時較少被提及的。
本研究採用問卷調查方式，成功的訪問 302 位高雄市地區曾經驗過銀行理財服務的消費者。統計分析結果顯示：服務客製化創新對代理關係品質呈現顯著的正向關係；其中合作型和透明型服務客製化創新是呈現顯著的正向關係，而裝飾型及適應型服務客製化創則呈現不顯著的關係。代理關係品質對代理關係結果呈現出顯著的正向關係。代理關係品質的中介效果是存在的。主理人屬性的干擾效果呈現反向干擾情形。本文最後討論以上研究所發現的管理意涵，並對學術界與銀行業者提供若干建議以及提出一些後續的研究方向。

The system of banking in Taiwan has a problem which competes excessively for a long time. Especially in the last few years domestic prosperous is not good enough. Almost every local bank which makes the loan business traditionally has suffered huge loss of bad loan. With the pluralism of the financial services and goods, and for seeks other stable and non-risk profit origins. Financial management becomes the main battlefield that the banks drop into actively in recent years. In the face of lasting high competition pressure under same trade, and customer''s knowledge and experience in financial management field improve fast. The banks need to incessant weed through the old to bring forth the new in the product and service to meet the customer''s different needs, to attract and stabilize the new and old customers by this, and become to be the loyal customers of the bank finally.
Facing the various customer''s demands, it is a kind of feasible strategy to adopt the method of customization. This research studies something by using customized innovation in financial management to understand the agent relationship quality between customer and the bank when the customer experienced the different customized innovation''s model in service, and further the agent relationship outcome. At the same time this research joins customer''s ( as the principal) the attribute of the accepting degree to innovation. It is made a moderating variable between the customized innovation in service and the agent relationship quality. About adopts which the model of customized innovations. This research adopts the theory of scholars Gilmore & Pine that was proposed in 1997. This theory used two attributes of 「represent way」 and「products / services」to construct the four different models of customized innovation . The above are that scholars had few mentioned in the past when they probed into the field of financial management.
This research successful visited 302 consumers in Kaohsiung city district who been experienced the financial management of banking by the way of questionnaire survey. The result of statistical analysis reveals that the customized innovation in service presents a positive relation significantly to the agent relationship quality. The collaborative and transparent types also present a positive relation significantly, but the adaptive and cosmetic types present a relation insignificantly. The agent relationship quality presents a positive relation significantly to the agent relationship outcome. The intermediary effect of the agent relationship quality exists. The moderating effect of the principal''s attribute presents a reverse situation. Although this study is simply exploratory in nature, it should have some contributions for the research of customized innovation in service. Finally some of the implications of these findings and directions have been presented for future research.

中文摘要 ……………………………………………………………… i
英文摘要 …………………………………………………………… ii
誌謝詞 ……………………………………………………………… iv
目錄 ………………………………………………………………… vi
表目錄……………………………………………………………… viii
圖目錄 …………………………………………………………………x
第一章 緒論 ……………………………………………………………1
第一節 研究背景與動機 ………………………………………………1
第二節 研究目的 ………………………………………………………4
第三節 研究範圍 ………………………………………………………5
第四節 研究流程 ………………………………………………………6
第二章 文獻探討 ………………………………………………………7
第一節 理財業務 ………………………………………………………7
第二節 服務客製化創新 ……………………………………………12
第三節 代理關係品質 ………………………………………………26
第四節 代理關係結果 ………………………………………………36
第五節 主理人屬性 …………………………………………………39
第三章 研究方法 ……………………………………………………44
第一節 研究架構 ……………………………………………………44
第二節 研究假設 ……………………………………………………45
第三節 研究變數與操作性定義 ……………………………………47
第四節 問卷設計及前測研究設計 …………………………………51
第五節 正式問卷之形成 ……………………………………………65
第六節 資料分析方法 ………………………………………………66
第四章 資料分析與討論 ……………………………………………68
第一節 正式調查與樣本統計分析描述 ……………………………68
第二節 實測信效度分析 ……………………………………………78
第三節 變數之相關分析 ……………………………………………79
第四節 變數之共線性診斷 …………………………………………80
第五節 假設檢定 ……………………………………………………81
第六節 中介效果及干擾效果之檢測 ………………………………85
第五章 結論與建議 …………………………………………………88
第一節 研究發現與行銷管理涵意 …………………………………88
第二節 研究建議 ……………………………………………………90
第三節 研究貢獻與限制 ……………………………………………92
第四節 未來研究方向 ………………………………………………93
參考文獻 ……………………………………………………………94
附錄一 學者專家效度問卷 ……………………………………104
附錄二 學者專家效度問卷修正意見 …………………………114
附錄三 前測問倦 ………………………………………………123
附錄四 實測問卷 ………………………………………………128

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