影響投資人對銀行「個人財富管理」業務顧客忠誠度相關因素之研究 —從信任關係矩陣切入

The Influential Factors of Customers’Loyalty on Bank’s Wealth Management Business- From The Viewpoint of Trust Relation Matrix

何苔麗(Tai-Li Ho)

指導教授 ： 洪英正

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00001

摘要

近年來我國的銀行業已將策略從傳統「存放利差」轉向「手續費收入」上，所以個人財富管理業務日益受到重視。
根據文獻探討，以個人財富管理業務為專題之研究雖多，但卻少有研究是以投資人的人格特質、顧客知覺支持及銀行企業形象等變項為研究之主題，而將投資人與理專間信任以關係矩陣模式進行研究的更是少見。本研究建構情感關係與工具關係兩構面之信任關係矩陣--「互惠型信任」、「制度型信任」、「人情型信任」與「名義型信任」，闡述各變項對四種不同信任類型之影響，以知悉投資人對銀行個人財富管理業務信任關係之心理歷程，並了解信任關係矩陣如何進一步影響顧客忠誠度。
本研究以台北縣市接受過理財專員「個人財富管理業務」服務之投資人為抽樣對象，有效回收樣本560份，分屬22家銀行，透過問卷調查之實證分析，本研究有下列重要的發現：
一、除內外控外，顧客知覺支持及與理財專員之相似性、理財專員之專業知識及銀行之企業形象均對信任關係矩陣有顯著的影響。
二、信任關係矩陣對顧客忠誠度有顯著的影響。其中「互惠型信任」的投資人顧客忠誠度最高，其次為「制度型信任」、「人情型信任」，顧客忠誠度最低的是「名義型信任」的投資人。
三、部分人口統計變項與財富管理產品經驗會影響投資人與理財專員間之信任關係及顧客忠誠度。

關鍵字

財富管理 ； 顧客知覺支持 ； 銷售人員屬性 ； 企業形象 ； 信任關係矩陣 ； 顧客忠誠度

並列摘要

The banks have shifted business strategy from traditional ”interest income” to “commission income” in recent years. This is the reason why wealth management is getting more and more important.
With respect of the different literatures review and discussion, although there are a few researches specializing on wealth management, there are very few researches studying on the variables of the characteristics of investors, perceived support by customers and corporate image of the bank. Mostly, there are rare researches specializing on the trust between the investors and their financial consultants which use a relationship matrix to carry on the research. This research thus constructs a trusting relationship matrix with two surfaces which are emotional relationship and instrument relationship, and are named as “reciprocal type trust”, “favorable type trust”, “institutional type trust” and “nominal type trust”. This research stipulates how different variables influence the aforesaid four types of trusts in order to understand investors’ psychological processes for trusting personal banking and further understand how trusting relationship matrix influences customers' loyalties.
This research is based on the draw samples from investors in Taipei city/county who have been provided with “personal banking business ” from their financial consultants. The effective returned samples are 560 which pertains to 22 banks. After analyzing the real examples of the questionnaire, we have the following significant discoveries:

1.Except for being internal and external control, the customers’ perceived bank’s support for customer, the similarity with the financial consultant, professional knowledge and corporate image of the bank significantly influence their trusting relationship with their financial consultants .
2.Customer's trusting matrix have significant influence on their loyalties to the bank which “reciprocal type trust” ranks highest, followed by “institutional type trust”, “favorable type trust”; “nominal type trust” has the lowest.
3.Some variables in demography and the experience of wealth management will influence trusting relationship matrix and customer's loyalties.

並列關鍵字

wealth management ； perceived support for customer ； salesperson attributes ； corporate image ； trusting relationship matrix ； customer loyalty

參考文獻

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