近年來,隨著金融市場的自由化與國際化,金融業在服務及經營的策略上已與過去模式大不相同,財富管理成為金融機構獲利的新來源。面對國內金融環境丕變,金融業者處於過度競爭的產業環境下,應思考如何強化其企業形象與維繫顧客關係,期能獲得顧客長期滿意與承諾,為企業帶來較大的利潤。 金融業者以提供高服務品質來提高顧客滿意度的經營策略下,運用關係行銷與客戶建立長期穩定的關係,以提高顧客忠誠度。所以本研究擬透過銀行財富管理中心之客戶的觀點,使用問卷調查去探討企業形象,關係行銷、顧客滿意度及忠誠度之間的關係。 研究結果發現:銀行的企業形象對顧客的滿意度與信任度呈現正向關係。 關係行銷對顧客的滿意度及信任度呈現正向關係。 顧客對目前往來的銀行滿意度越高,其忠誠度也越高以及顧客對目前往來的銀行信任度越高,其忠誠度也越高。藉由上述結果提供業者作為財富管理經營策略之參考。
In recent years, with the liberalization and internationalization of financial market, the banking industry has adopted different strategies on customer service and management. Wealth management has known to be the new source of company profits. Under a highly competitive industrial environment the banking corporations foucsed on how to enhance customer relationship and strengthen enterprise image so as to earn more profits. To enhance customer loyalty, financial entrepreneur tries to build up a long-term and firm relationship with its clients by exercising relationship marketing under the management strategy of providing high quality service. This research has used questionnaire survey to probe into the relationship amongst enterprise image, relationship marketing customer satisfaction and loyalty through clients from wealth management sector of the banks. The research results show the enterprise image of bank and relationship marketing are positively related to customer satisfaction and confidence level. The more a bank satisfies its customers, the higher credit the bank will receive. This result can provide the bank as a reference in regards to setting management strategy on wealth management.