理財專員人格特質、品牌優勢與工作績效之關聯性–以T銀行為例

論文名稱：理財專員人格特質、品牌優勢與工作績效之關聯性–以T銀行為例校系(所)組別：淡江大學保險學系保險經營碩士在職專班頁數:109 畢業時間及提要別：106 學年度第 2 學期學位論文提要研究生：涂淑嫈指導教授：郝充仁博士論文提要內容：隨著國內銀行進入微利時代，財富管理業的發展為銀行帶來更多的收入，因而各家金融控股公司紛紛設立財富管理部門，為客戶量身定制財富管理規劃，然受限於法規政策限制，各家銀行產品皆大同小異，因此理財專員的工作績效成為銀行能夠實現永續經營目標的關鍵，有鑑於此，本研究採用問卷調查法，以 T 銀行理財專員為研究對象，探討理財專員人格特質、品牌優勢與工作績效之關係，共計發放問卷 145 份，回收有效問卷128份，回收率為88.28%。最後將調查所得資料以敘述性統計、獨立樣本 T 考驗、單因子變異數分析、複迴歸分析等統計方法進行分析，獲致以下結論： 1.北部理財專員人格特質更傾向於勤勉審慎性、親和性、開放性。 2.銀行對外招聘的理財專員知覺品牌激勵較高。 3.工作績效不會因理專背景變項不同而有所差異。 4.理財專員人格特質對品牌優勢不存在顯著影響。 5.理財專員人格特質對工作績效不存在顯著影響 6.品牌形象、品牌行銷、品牌認同對工作績效存在顯著影響。關鍵詞：人格特質、品牌優勢、工作績效 *依本校個人資料管理規範，本表單各項個人資料僅作為業務處理使用，並於保存期限屆滿後，逕行銷毀。表單編號：ATRX-Q03-001-FM030-02

關鍵字

人格特質；品牌優勢；工作績效

並列摘要

Title: The Correlation among Personality Traits of Financial Advisor, Brand Advantages and Work Performance – a Case Study of T Bank University/Department (Institute)/Group: Executive Master’s Program of Business administration (EMBA) in Insurance Management, Tamkang University. Page:109 Graduation date and abstract classification: June,2018, Abstract of academic dissertation Student: Tu Shu Ying Advising professor: Dr. Hau Chung Ren 涂淑嫈郝充仁 Abstract: As domestic banks are entering the meager-profit era, the development of wealth management industry is bringing more revenue to banks. As a result, those financial holding companies, one after another, have established wealth management departments to provide customized wealth management solutions for clients. However, products of various banks are subject to laws and regulations and therefore are similar. Thus the work performance of financial advisors has become critical for banks to achieve sustainable operation. In view of this, a questionnaire survey was adopted with financial advisors of T Bank as respondents to explore the relationship among personality traits of financial advisor, brand advantages and work performance. A total of 145 questionnaires were distributed, among which 128 valid questionnaires were collected with collection rate of 88.28%. The data collected from the survey were analyzed with descriptive statistics, independent sample t test, one-way analysis of variance, multiple regression analysis and other statistical methods and the following conclusions were reached: 1. The personality traits of financial advisors from the north are inclined to be more diligent and prudent, kind, and open. 2. Those financial advisors who are recruited externally by the bank have relevantly higher awareness of brand awareness. 3. There is no difference of work performance among financial advisors of different background variables. 4. The personality traits of financial advisors have no significant impact on brand advantages. 5. The personality traits of financial advisors have no significant impact on work performance. 6. Brand image, brand marketing, and brand recognition have significant impact on work performance. Keywords: personality traits, brand advantage, work performance According to “TKU Personal information Management Policy Declaration”the personal information collected on this form is limited to this application only.This form will be destroyed directly over the deadline of reservations. 表單編號：ATRX-Q03-001-FM030-02