證券商財富管理關係品質與顧客行為意向之研究—以關係長度與理財專員特性為干擾變數

The Research of the Relationship Quality of Securities Firms’ the Wealth Management and the Intention of the Customer Behavior—Length of the Relationship and the Characteristic of the Financial Consultant Specialist as the Moderator

韓季廷(Ji-Ting Han)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

摘要

近年來，隨著全球化的趨勢引導金融國際化、自由化，由於網際網路的興起與普及使投資者的選擇眾多；與多家證券商開戶往來也愈趨普遍，使得證券業的經營環境百家爭鳴，顧客忠誠度低、流動性高一直是業者經營上的一大難題，顧客是企業存在的關鍵因素，因此如何維繫舊有的顧客與開發新顧客是企業永續經營最重要的事。證券商如何在現今競爭的環境中脫穎而出，關係品質的服務是企業競爭與生存的重要策略，證券商也認為透過關係建立，來使顧客感到滿意並願意留下，是維持競爭優勢的策略。
本研究分別探討證券商關係品質對顧客行為意向的影響，並檢測關係長度及理財專員特性是否會對關係品質與顧客行為意向之間的關係產生干擾作用。有效問卷共206份，本研究利用因素分析、迴歸分析及階層式迴歸分析進行實證研究，研究結果發現：關係品質中的「承諾」與理財專員的「工作導向」特性對顧客行為意向皆有顯著正向的影響，而「關係長度」對顧客行為意向有顯著負向的影響。關係長度對關係品質與顧客行為意向之間的關係其干擾效果無顯著，而理財專員特性的人員導向對承諾與顧客行為意向的關係則具有顯著消弱的干擾效果，而理財專員特性的工作導向對承諾與顧客行為意向的關係則亦具有顯著消弱的干擾效果。藉由上述分析結果提供業界作為財富管理經營策略之參考。

關鍵字

財富管理 ； 關係品質 ； 顧客行為意向 ； 關係長度 ； 理財專員特性

並列摘要

This research separately discusses the relationship quality of Securities Firms’ the wealth management to the customer behavior intention influence, and the examination the length of the relationship and the characteristic of the financial consultant whether can to relate between the relationship quality and the customer behavior intention has the interference effect. This study bases on consumers in the Securities Firms’ the wealth management. Questionnaires from 206 respondents were returned to test the model. This research uses the hierarchical moderator regression analysis .The results of this study include: the "Commitment" in the relationship quality and the " Offer-related " Characteristics of Financial Consultant will be positively related to intention of the customer behavior. But "Length of the Relationship" has a negative influence on intention of the customer behavior. "Length of the Relationship" has no significant moderating effects between the relationship quality and intention of the customer behavior . The positive relationship between the commitment of Securities Firms’ the wealth management and the intention of the customer behavior will be weaker where Securities Firms’ the wealth have management Offer-related. The positive relationship between the commitment of Securities Firms’ the wealth management and the intention of the customer behavior will be weaker where Securities Firms’ the wealth management have Person-related.Provide industry as wealth the management the reference of the marketing policy by the above-mentioned analysis result.

並列關鍵字

Wealth Management ； Relation Quality ； the Characteristics of Financial Consultant ； Intention of the Customer Behavior ； Length of the Relationship

參考文獻

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