以關係行銷觀點探討券商經營財富管理顧行客為意向之研究

An empirical study of securities firms conduct wealth management business and customer behavior intention – from relationship marketing viewpoint

陳麗娟(Li- Juan Chen)

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)

https://doi.org/10.6841/NTUT.2008.00237

摘要

金管會為強化證券商之競爭力，擴大證券商業務經營範圍，以持續貫徹自由化與國際化之目標，開放業者經營財富管理事業，使得證券商業務發展更具彈性，由傳統接單走入財富管理的市場。
根據財富管理業務應注意事項規定，係指針對高淨值客戶，且指定理財業務專員，依據客戶需求提供資產配置或財務規劃等服務。所以與高淨值顧客維繫長久的關係便顯得格外重要。然而在眾多財富管理機構當中，證券商如何在符合法律規範下吸引顧客願意到券商辦理財富管理？
綜觀國內外學者針對關係行銷、關係品質對不同產業的研究相當多，但大部分都偏向對服務品質、顧客價值、顧客忠誠度與顧客滿意度之間作單方面的討論或二至三項變數間作研究，缺乏對這些變項做整合性的探討，而針對證券商運用在財富管理事業的研究上更是付諸闕如。
本研究於是將關係行銷、關係品質、服務品質、顧客價值與行為意向作多重連結探討，將影響顧客行為意向的變數做更完整的探究。以證券商之高淨值顧客為研究對象，採問卷填答方式，共計回收228份有效問卷。在各項衡量指標達到標準之後，究採LISREL統計軟體進行實證分析，經過模式配適，所得之結論如下：關係行銷對關係品質、關係行銷對服務品質、服務品質對顧客價值、顧客價值對關係品質、關係品質對顧客行為意向皆有正向的關係。但是服務品質對關係品質並無顯著性的因果關係：需借由顧客價值才能顯著提升關係品質，然後間接的去影響顧客未來的行為意向。

關鍵字

顧客關係管理 ； 關係行銷 ； 關係品質 ； 服務品質 ； 顧客價值 ； 行為意向

並列摘要

As for achieving the objective of liberalization and globalization, Financial Supervisory Commission has to consolidate securities firms’ competitiveness and expand their business scope. Open the wealth management business for securities firms, to encourage they conduct business operation more flexible and change their business operation from traditional stockbrokerage to wealth management market.
From the wealth management business regulation, focus on high net worth customers which have designated wealth management consultant who provides asset allocation and financial planning services. It is very important to maintain long term relationship with these high net worth customers. However, in this competitive market, how do securities firms follow legal rules to attract customers?
There are many relationship marketing and relationship quality literatures in many industries. Most of them are focus on the relationship between service quality, customer value, satisfaction and loyalty. However, there are only a few integrated models for this kind of research and there is no research for securities firms conduct wealth management business.
This research integrated multi-connections of relationship marketing, relationship quality, service quality, and customer value and behavior intention. There are total 228 effective questionnaires. This research takes LISREL 8.72 as statistical tool to conduct confirmatory analysis. The results show that there are positive influence between relationship marketing and relationship quality, relationship marketing and service quality, service quality and customer value, customer value and relationship quality, relationship quality and behavior intention. However, there is no significant influence on service quality and relationship quality. It still needs to promote relationship quality by customer value, and then influences customer’s behavior intention indirectly.

並列關鍵字

Customer Relationship Management ； Relationship Marketing ； Relationship Quality ； Service Quality ； Customer Value ； Behavior Intention

參考文獻

10.程國榮，「證券商辦理財富管理業務應注意事項規範內容介紹」，證券暨期貨月刊第23卷第9期，2005年，9月。

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