理財人員關係投資、顧客滿意與顧客依附關係之研究

在目前競爭激烈的金融環境及國人對財富管理需求日益浮現下，金融業者在經營財富管理業務時不僅要加強服務的品質，更應該進而提高顧客的滿意度，來達到提昇顧客忠誠的目的。本研究擬探討理財專員之顧客關係投資及顧客滿意度，藉由其行為關係來探討，對顧客依附之影響。本研究以網路問卷發放作為資料收集的工具，以與理財專員有往來的顧客群為主要研究對象，採用統計軟體 SPSS 20.0進行資料分析，檢定變數的路徑係數是否顯著，藉以驗證研究假設。研究結果發現，理財專員的顧客關係投資愈高，能夠帶給顧客的滿意度會提高。客戶對理財專員感到滿意後，才會開始有信任感，最後才能培養出顧客對理財專員的依附。

關鍵字

顧客關係投資；顧客滿意度；顧客依附

並列摘要

In the current competitive environment and the emergence of Chinese people＇s demand for wealth management, the finance industry only needs to strengthen the quality of services when it is operating wealth management, and should increase customer satisfaction. This study intends to explore the customer relationship investment and customer satisfaction of the Finance Specialist, and through its discussion of the relationship, the impact on customer attachment. In this study, the network questionnaire distribution as a data collection tool, with the financial experts to contact the customer group as the main research object, using the statistical software SPSS 20.0 for data analysis, to verify whether the path coefficient of variables is significant, in order to verify the research hypothesis. The results of the study found that the higher the customer relationship investment of the Finance Specialist, the more satisfaction that can be brought to the customer will increase. Only after the customer is satisfied with the financial specialist will they begin to feel trust, and finally will they develop their dependence on the financial specialist.