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研究生:謝毓珊
研究生(外文):Yu-Shan Hsieh
論文名稱:理財專員服務品質、顧客人格特質對顧客忠誠度影響之研究-以銀行財富管理為例
論文名稱(外文):The Impacts of Financial Advisers'' Service Quality and Customers'' Personal Dispositions on Customer Loyalty - A Study of Banking Wealth Management
指導教授:許英傑許英傑引用關係
指導教授(外文):Yin-Chieh Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:111
中文關鍵詞:財富管理理性行為理論服務品質顧客關係傾向信任傾向顧客忠誠度
外文關鍵詞:Service qualityTheory of Reasoned ActionWealth ManagementCustomer LoyaltyCustomer Relationship PronenessDisposition to trust
相關次數:
  • 被引用被引用:2
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  • 收藏至我的研究室書目清單書目收藏:1
隨著專業理財意識的抬頭,時至今日,個人理財已不再是有錢人的專利,而應該是每個人都要瞭解的重要課題。有鑑於此,金融資產日益需求多元化,使得各類衍生性金融商品更形複雜,金融資訊日新月異,新型態金融商品與服務金融創新之趨勢,改變了全球金融體系與環境。為因應金融風暴發生後,以及台灣面臨的M型社會,銀行該如何尋找新顧客,重拾舊有顧客信心。在銀行財富管理之思維下,探討與顧客接觸第一線人員理財專員之關聯性,且了解顧客人格特質進而增進使用財富管理之意願為本研究主要探討課題。
本研究以Fishbein and Ajzen(1975)所提出之「理性行為理論(Theory of Reasoned Action, TRA)」為基礎,納入理財專員之「服務品質」為衡量構面,加入個人特質-「顧客關係傾向」以及「信任傾向」來探討此理論下各構面是否會影響該顧客信任國內銀行業者理財專員;探討在此理論架構下,顧客對國內銀行業者之理財專員的「信任」態度和「主觀規範」對「顧客忠誠度」之關聯性。本文以與台灣銀行業之理財專員接觸並使用過財富管理之顧客為研究對象,研究期間自2009年10月至2010年4月止。正式問卷則發放600 份,有效問卷為550 份。根據上述樣本資料,以結構方程模式(SEM)分析進行驗證,研究結果如下:
(1) 理財專員服務品質的「理專信譽」及「服務感受」對理財專員之「信任」態度為正向顯著影響。
(2) 「顧客關係傾向」及「信任傾向」對理財專員之「信任」態度為正向顯著影響。
(3) 理財專員之「信任」比「主觀規範」對顧客忠誠度具較大的正向顯著影響。
The major purpose of this research discusses the financial advisers of Taiwanese banking and using customer of wealth management as a research object. Respond financial to environment and the diverse variety of the need of the customer finance business, and the bank also continuously promote a core business competition ability by expanding additional value, therefore the wealth manages business have already wanted to expand a market very much in bank of Taiwan and by diversified wealth management obtains a competition position in the financial market. Along with the rise of profession finance business consciousness, up to now, personal finance business is no longer the rich''s patent, and should be the important topic that everyone wants to understand.
After responding Financial Crisis, and Taiwan face of M-Shaped Society, bank how look for new customer, re-collect old customer confidence. Under the thinking of the management of the bank wealth, study and customer get in touch with the connection of the forefront personnel''s financial advisers, and understand that the characteristic of the customer personality then promotes the will of the management of the usage wealth to study a main study topic for the origin.
The research employs questionnaire survey with 550 usable questionnaires and use AMOS16.0 to verify the research model. The research results are as follows:
(1) Service quality in wealth management including financial advisers reputation and satisfaction with previous interactions have a significant effect on financial advisers trust ; Customer Relationship Proneness and Disposition to trust have a significant effect on financial advisers trust..
(2) Under the Theory of Reasoned Action, financial advisers trust have a significant effect on Customer Loyalty including Word of mouth, Purchase intentions, Complaint behavior. Subjective Norms have a significant effect on Customer Loyalty including Word of mouth, Complaint behavior.
The major contribution of this study is to respect to the influential of service quality and customer personal dispositions on financial advisers trust, and to examine the Theory of Reasoned Action which financial advisers trust and subjective norms will influence customer loyalty. Finally, the article concludes with implications for financial advisers and Taiwanese banking as part of wealth management, and directions for future research.
中文摘要I
英文摘要II
誌 謝III
目 錄IV
表 目 錄VI
圖 目 錄VIII
第壹章 緒論 1
一、 研究背景 1
二、 研究動機 3
三、 研究目的 6
四、 研究對象 7
五、 研究流程 7
第貳章 文獻探討 9
一、 財富管理 9
二、 理性行為理論 13
三、 服務品質 18
四、 顧客關係傾向 32
五、 信任傾向 38
六、 顧客忠誠度 42
第參章 研究方法 49
一、 研究架構 49
二、 操作型定義 51
三、 問卷設計 52
四、 母體界定 59
五、 研究分析資料處理方法 59
六、 衡量工具的信、效度分析 64
七、 正式問卷之抽樣方法 70
八、 研究樣本特徵 71
第肆章 研究結果 76
一、 正式問卷之信、效度分析 76
二、 整體模式之適配度分析 88
三、 構念之間的影響效果分析 88
第伍章 研究結果 93
一、 研究結論 93
二、 研究貢獻 98
三、 實務建議 99
四、 研究限制與建議 100

參考文獻
中文文獻 102
英文文獻 103
附件1 問卷 109

表 目 錄
表2-1 台灣財富管理歷年發展重要事項 9
表2-2 台灣金管會對財富管理之定義 10
表2-3 金管會擬定財富管理之消費對象資格 11
表2-4 信任之定義 15
表2-5 服務品質的定義 18
表2-6 服務品質10個構面整理 222
表2-7 服務品質之構面 23
表2-8 銷售人員特性定義 255
表2-9 Johnson and Grayson(2005)服務品質構面之定義整理28
表2-10 顧客關係傾向的定義 34
表2-11 服務關係型態 36
表2-12 信任傾向的定義 40
表2-13 顧客忠誠度的定義 42
表2-14 顧客忠誠度構面 44
表3-1 本研究之假設統整 50
表3-2 各構面之操作行定義 51
表3-3 理財專員之服務品質問卷題項 53
表3-4 顧客關係傾向問卷題項 54
表3-5 信任傾向問卷題項 55
表3-6 理財專員之信任態度問卷題項 56
表3-7 主觀規範問卷題項 57
表3-8 顧客忠誠度問卷題項 57
表3-9 前測之信度分析 65
表 3-10 顧客關係傾向之探索性因素分析彙整 65
表 3-11 信任傾向之探索性因素分析彙整 66
表 3-12 服務品質之探索性因素分析彙整 67
表 3-13 理專信任之探索性因素分析彙整 68
表 3-14 主觀規範之探索性因素分析與信度分析彙整 68
表 3-15 忠誠度之探索性因素分析彙整 69
表 3-16 問卷回收情況 69
表 3-17 本研究之樣本特徵 72
表 4-1 探索性因素分析 75
表 4-2 驗證性因素分析 79
表 4-3本研究題項之SMC值 84
表 4-4 各構念之組成信度與收斂效度 85
表 4-5 刪除題項彙整表 86
表 4-6 測量模式之適配指標 87
表 4-7 理論結構模式之路徑係數與假設驗證 91
表 5-1 假設驗證之結果彙整 93

圖 目 錄
圖1-1 研究流程 8
圖2-1 理性行為理論(TRA)基本架構圖 14
圖2-2 服務品質的行為知覺模型 20
圖2-3 服務關係品質架構 299
圖2-4 顧客關係投資之架構模型 33
圖2-5 組織信任整合模型 39
圖2-6 顧客忠誠度概念性模型 47
圖3-1 本研究架構 49
圖4-1本研究結構模式路徑圖 92
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1. 服務品質'顧客滿意度與顧客忠誠度之研究-以T銀行財富管理部門為例
2. 理財專員人格特質、銷售技巧及其績效之研究──以台灣某商業銀行為例
3. 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
4. 金融海嘯後銀行財富管理策略探討
5. 國內銀行財富管理業務之品牌形象服務品質顧客滿意度與顧客忠誠度之研究
6. 財富管理服務認知,顧客滿意度及顧客忠誠度對顧客關係管理績效關聯性之研究~以S銀行財富管理部門為例
7. 提升銀行財富管理業務績效之研究
8. 優質理財專員特性之探討
9. 企業形象、關係行銷、承諾對顧客忠誠度的關聯性之研究-以台北地區銀行財富管理顧客為例
10. 金融風暴之後 理財專員行為規範探討以及財富管理法規遵循與改善方向:以外商與本國銀行為例
11. 金融業財富管理顧客忠誠度之研究
12. 銀行業財富管理服務品質、顧客款待、信任、承諾與忠誠度關係之研究
13. 服務品質、企業形象與顧客滿意度對顧客忠誠度之影響-以證券財富管理為例
14. 理財專員的服務品質對顧客投資行為影響之研究
15. 台灣銀行業財富管理差異性之研究-以本土銀行與外商銀行之區別分析台灣銀行業財富管理差異性之研究-以本土銀行與外商銀行之區別分析台灣銀行業財富管理差異性之研究-以本土銀行