從客戶之觀點探討金融理財專員核心職能之內涵

The Research of Financial Consultants' Core Competency in Financial Industry: The Customers' Perspective

楊濱燦(Bin-Tsann Yang) ； 林惠惠(Hui-Hui Ling)

《康大學報》 4卷 (2014/05) Pp. 83-97

摘要

由於金融業長期以來存在著過度競爭的現象，因而財富管理項目遂納入金融重點發展業務，以尋求利基；在此情況下，理財專員便扮演了重要的角色。然而，前人對於理專相關職能之研究上，都注重以績效較佳之理專、人力資源主管及高階主管之觀點來研究理專之核心職能；為了補強研究之不足，本研究目的即以客戶之觀點來進行探討。本研究對相關文獻進行整理，歸納出過去研究理專的職能構面及要素，建構層級架構設計出第一階段訪談問卷，請10位客戶於構面及問項上予以建議，以補充文獻不足處，進而發展出層級程序分析法之問卷，以進行50位客戶之AHP分析。研究結果顯示，在各項核心職能因素之優先順序上，客戶對於理專之道德行為的要求最為重視。

關鍵字

理財專員 ； 核心職能 ； 層級程序分析法

並列摘要

The phenomenon of keen competition among numerous financial institution leads to a declining profit. Therefore, wealth management has become a paramount link in terms of the financial industry. Such being the case, financial advisors play a very crucial role. Instead of focusing on the perspectives of bank clients when it comes to discussing occupational competencies associated with financial advisors, most of the literature review in this aspect put more emphasis on of the viewpoints of those financial advisors with better performance, supervisors of human resources department and bank senior managers than those of the general bank clients. The purpose of this study was to complment the above-mentioned research to be based on bank clients' points of view. First of all, the relevant literature review would be explored and analyzed to sum up prior studies concerning the formation and elements of financial advisors' competent skills. Afterwards, the researcher of this study would interview 10 clients with high net worth and these clients do some advising on the statements of the information presented in the questionnaire. After the completion of the first-stage questionnaire, the next step is to sort out financial advisors' competent skills. The Analytic Hierarchy Process questionnaire is developed, which is used to investigate 50 clients with high net worth, finding out the importance scale in each level and calculating weight degrees. The research consequence of this study is that there is a weight value priority order, which verifies that under the competitive financial situations, what bank clients' demand from financial advisors is work ethic among others. For sustainable wealth management, what the financial sector should do is both keep corporate image and reputation and implement the norms together with ethical criterion to enhance wealth management expertise.

並列關鍵字

Financial Advisors ； Core Competencies ； Analytic Hierarchy Process