理財專員特質、關係品質與顧客忠誠度關聯性之研究

論文提要內容：近年來由於金融環境逐步開放，金融市場的自由化與國際化，以及微利時代的來臨，個人資產管理必須具備保險、信託、法律、稅務等理財規劃相關知識，一般個人投資理財困難度越來越高，以致於透過專業理財之觀念國人可接受度日漸提高，將個人及家庭的財富交由專業人士進行管理已成為理財時代的主要趨勢。本研究主要以臺灣中小企業銀行往來客戶為研究對象，探討理財專員特質、關係品質與顧客忠誠度間之關聯性。本研究採便利抽樣方式進行抽樣，總計發放340份問卷，回收有效樣本為300份，有效樣本回收率為88.2%。透過描述性統計、驗證性因素分析及結構方程模型，進行信度及效度分析，其主要研究結果如下： 1. 理財專員特質中僅道德銷售與銷售智慧顯著正向影響顧客滿意度，其中銷售智慧對顧客滿意度的影響度高於道德銷售。 2. 理財專員特質中僅道德銷售、服務能力與銷售智慧顯著正向影響顧客信任，其中以道德銷售對顧客信任的影響度最高，其次為服務能力與銷售智慧。 3. 理財專員特質中僅道德銷售與銷售智慧顯著正向影響關係品質之承諾，其中道德銷售對承諾的影響度高於銷售智慧。 4. 理財專員特質中僅專業能力顯著正向影響顧客忠誠度，意即理財專員之專業能力越高，顧客忠誠度越高。 5. 關係品質顯著正向影響顧客忠誠度。

關鍵字

理財專員特質；關係品質；顧客忠誠度

並列摘要

Abstract: In recent years, due to the gradual opening up of the financial environment, the liberalization and internationalization of the financial market, and the advent of the low-profit era, the individual asset management must have related information like insurance, trust, law, taxation, and financial planning. The difficulty of personal investment and financial management is getting higher. As a result, the acceptance of professional wealth management in individuals and families by professionals has gradually increased and become a major trend in the financial era. The purpose of this thesis is to explore the relationships among financial consultants’ characteristics, relationship quality and customer loyalty focuses on the customers of Taiwan Business Bank. Convenience sampling is applied in this research with an effective sample rate of 88.2% that 300 valid samples were retrieved out of 340 questionnaires that were sent out. By illustrating descriptive statistics analysis, confirmatory factor analysis, structural equation modeling, and factor and reliability analysis, the main results of the study are presented as the following: 1. Only the ethical selling and marketing knowledge in the characteristics of the financial consultants have a significantly positive impact on customer satisfaction. Marketing knowledge has a greater influence on customer satisfaction than ethical sales. 2. Only the ethical selling, service capabilities, and marketing knowledge in the characteristics of the financial consultants have a significantly positive impact on customer's trust. Among these, the ethical selling has the highest influence on customer trust, followed by the service ability and marketing knowledge. 3. Only the ethical selling and marketing knowledge in the characteristics of the financial consultants have a significantly positive impact on the relationship quality. Ethical selling has a greater impact on commitment than marketing knowledge. 4. Only professional competence in the characteristics of the financial consultants have a significantly positive impact on customer loyalty, which means that the higher professional competence of financial consultants, the higher the customer loyalty. 5. The relationship quality has a significantly positive impact on customer loyalty.