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研究生:陳永昌
研究生(外文):Chen,Yung-Chang
論文名稱:理財專員特質、服務品質、投資績效對顧客滿意度與忠誠度之研究-以理財專員銷售金融商品為例
論文名稱(外文):The Research on Financial Consultants Characteristics, Service Quality and Investment Performance towards Customer Satisfaction and Customer Loyalty- An Empirical Study for Sales of Financial Products
指導教授:李弘暉李弘暉引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:管理研究所
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:2009
畢業學年度:97
語文別:中文
論文頁數:69
中文關鍵詞:理財專員特質服務品質投資績效顧客滿意度顧客忠誠度
外文關鍵詞:service qualityinvestment performancecustomer satisfactioncustomer loyalty
相關次數:
  • 被引用被引用:2
  • 點閱點閱:327
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:6
財富管理業務與一般金融服務業雖同屬於服務業,但業務內容有很大的區別,惟基本上均依賴顧客的忠誠度才能順利的拓展業務。而顧客忠誠度前題是必須使顧客滿意才能建立持久性的效果。
本研究利用迴歸分析從顧客的觀點探討理財專員特質、服務品質、投資績效、顧客滿意度、顧客忠誠度之間的關係及影響效果,藉由上述分析結果提供業界作業財富管理行銷策略之參考。
綜合實證分析結果,本研究之主要發現為:
一、理財專員特質、服務品質、投資績效對顧客滿意度具有顯著正 向的影響效果
二、理財專員特質、服務品質、投資績效透過顧客滿意中介對顧客 忠誠度具有顯著正向的影響效果
Although wealth management services are considered to be in the same industry as traditional financial services, the characteristics of the former are distinct from the latter. The target market of the wealth management services can only be successfully penetrated when customer loyalty has been developed. Furthermore, customer loyalty can be sustainable only if it is established based on customer satisfaction.
This paper uses regression analysis to analyze the financial consultants characteristics,service quality, investment performance toward customer satisfaction and customer loyalty.The results from this analysis can be used as reference for firms in the wealth management industry when they develop their marketing strategies.
Based on the analysis, the following points were identified:
1.Financial consultants characteristics, service quality and investment performance are positively correlated to customer satisfaction.
2.Financial consultants characteristics, service quality, investment performance impose mediating effects on the relationship between customer satisfaction and the customer loyalty.
第一章 緒論 ………… ………………………………………1
第一節 研究背景與研究動機 ……………………………… 1
第二節 研究目的…………………………………………… 2
第三節 研究流程…………………………………………… 3
第二章 文獻探討…………………………………………… 5
第一節 財富管理…………………………………………… 5
第二節 理財專員特質……………………………………… 6
第三節 服務品質…………………………………………… 8
第四節 投資績效…………………………………………… 15
第五節 顧客滿意度………………………………………… 17
第六節 顧客忠誠度………………………………………… 24
第七節 各構念間之關係…………………………………… 27
第三章 研究方法…………………………………………… 32
第一節 研究架構…………………………………………… 32
第二節 研究假設…………………………………………… 32
第三節 研究變數與操作型定義…………………………… 33
第四節 問卷設計…………………………………………… 37
第五節 資料蒐集方法……………………………………… 38
第四章 研究結果…………………………………………… 41
第一節 樣本資本…………………………………………… 41
第二節 因素分析…………………………………………… 44
第三節 信度分析…………………………………………… 47
第四節 假設驗證…………………………………………… 50
第五節 本章小結…………………………………………… 54
第五章 結論與建議 …………………………………………56
第一節 研究結論…………………………………………… 54
第二節 研究建議…………………………………………… 57
第三節 研究限制…………………………………………… 59

附錄:問卷調查內容………………………………………… 66
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