金融服務業顧客關係利益與忠誠度之探討

A Study of Financial Service Companies' Customer Relational Benefits and Loyalty

謝依靜(Yi-Ching Hsieh) ； 吳嘉慧(Chia-Huei Wu)

《台灣管理學刊》 4卷2期 (2004/08) Pp. 225-249

https://doi.org/10.6295/TAMJ.2004.0402.06

摘要

近年來金融產業發展迅速而且競爭激烈，整合各種金融服務的金控公司，幾乎囊括了所有消費者財務處理的相關事宜。若其能與顧客維持良好且長期的關係，將使顧客購買更多的金融服務並進行口碑宣傳，將成為公司的競爭優勢。
有鑑於此，本研究以金融服務公司為研究產業，探討顧客關係利益與顧客行為意向間之關聯性。同時，由於金融服務公司提供多樣化的金融商品，金融商品特性的不同，可能使顧客關係利益與忠誠度的關聯不同。故參考相關文獻，依資訊不對稱程度將產品和服務區分成搜尋、經驗和信任屬性三類，進一步探討顧客關係利益的效果，是否會因金融商品資訊不對稱程度不同而有顯著性的差異。
研究結果顯示顧客從長期關係中知覺到關係利益，而使顧客對公司產生信任與情感；這些態度的產生與建立，更進一步影響顧客的忠誠行為。此外，對於消費不同類別的金融商品之顧客而言，關係利益與其信任、情感間的相關程度亦不相同。故金融業者若能針對不同類別的金融商品提供給顧客不同的關係利益，將可強化顧客忠誠行為。

關鍵字

關係行銷 ； 關係利益 ； 忠誠度 ； 資訊不對稱

並列摘要

It has been suggested that the customers of financial service industries, such as banking and insurance, perceive long-term relationships as more important. As competition in financial industry grows and customers become ever more demanding, managers in financial services businesses have been forced to understand the meanings and approaches to relationship marketing. Therefore, the purpose of this study is to examine the relationship between the various customer relational benefits and loyalty across goods/services.
The findings revealed that consumer perceived social and special benefits in long-term relationship, and these benefits promoted consumer's trust, affect and loyalty. In addition, the relationships between the various customer relational benefits and loyalty are significantly different across search, experience, or credence goods/services.

並列關鍵字

Relationship marketing ； Relational benefits ； Loyalty ； Information asymmetry

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