自台灣金融改革後,面對金融業全球化競爭,台灣的本土銀行需尋求保留優質客戶之方法,以便維持並擴大經營利基。台灣本土銀行之行銷策略中,關係行銷是舉足輕重的行銷方式,與企業客戶維持長久互動關係是銀行營運的一項重要課題。本研究試圖探討關係行銷與銀行企業客戶的忠誠度之間的關係,並以內外控人格特質作為干擾變數。本研究採問卷調查法,受試者以中小企業財務人員為訪問對象,回收後有效問卷共292份。研究結果發現,關係行銷與往來銀行忠誠度呈顯著正向關係。研究亦顯示,中小企業財務決策者之內外控人格特質對於關係行銷與往來銀行忠誠度具有顯著干擾關係。
After the financial reform in Taiwan, since local banks confront globalized competition in the financial industry, they pressingly need to develop methods to retain quality customers in order to protect and expand the niche market. For these banks, preserving business ties is an important form of relationship marketing. Relevant to decision-making patterns, personality characteristics are critical aspects affecting decision-maker's behaviors. Therefore, this research determines the effects of the small and medium enterprises (SMEs) financial decision-makers' personality characteristics on their loyalty to correspondent banks. This research applies questionnaire as the method to collect data, and uses Pearson's r as the primary analytic method. The results are as follows. Relationship marketing and loyalty have positive correlation, and SMEs financial decision-makers' personality characteristics have significant moderation effect on the relationship between relationship marketing and loyalty.