由於國內金融市場受國際化、自由化和經營環境遽變等因素影響,本國金融銀行業務面臨競爭劇烈競爭便有了極重大的轉變。自 2006年來,銀行傳統存、放款業務進入利差逐漸縮小之微利時代手續費收入之重要性與日俱增,各家銀行皆卯足全力衝刺財富管理業務調整營收策略,係透過廣泛金融多元化商品,來提升非利息收入及銀行績效,而如何有效提高顧客滿意度,進而維持顧客忠誠度是提升經營績效與同業競爭非常的重要一環。本研究主要目的在於探討成為C銀行貴賓理財客戶對於銀行的企業品牌形象、服務品質、商品價值及財富管理之顧客滿意度及再購買意願彼此之間的相關關係影響。建議個案銀行在未來可尋之策略目標,進而提供金融機構未來有效執行財富管理金融商品行銷之策略。本研究主要的研究結果為: 一、企業品牌形象對財富管理顧客滿意度具有顯著性且正向之影響。 二、銀行服務品質屬性對財富管理顧客滿意度具有顯著性且正向之影響。 三、商品價值對財富管理顧客滿意度具有顯著性且正向之影響。 四、財富管理顧客滿意度對再購意願具有顯著性且正向之影響。
Due to internationalization, liberalization and rapid change of the environment, financial banksface fierce competitions. Since 2006, the traditional deposit and withdrawal business of the bank has become increasingly important,because of diminishing profit margins. The banks all promote wealth management business to increase non-interest income and enhance performance, through providing extensive and diverse financial service How to effectively improve customer satisfaction, and thus maintain customer loyalty for business performance and outperform in the industry is important.The main purpose of this study is to explore the impacts of customer's brand image service quality, commodity value on customer satisfaction, which will further affect repurchase intention. The findings of this study provide managerial implications for practitionersfor effective implementation of wealth management strategy. The main results of this study are as follows: 1.The corporate brand image has significant and positive impacts on customer satisfaction of wealth management 2.The quality of banking services has a significant and positive impact on wealth management customer satisfaction 3.Commodity value has a significant and positive impact on wealth management customer satisfaction 4.Wealth management customer satisfaction has a significant and positive impact on repurchase intention