關係信任、知覺風險、轉換成本與顧客忠誠度之研究-金融業財富管理實證

A Study on Trust, Perceived Risk, Switching Cost and Customer Loyalty－An Empirical Investigation of the Bank’s Wealth Management

許正力(Cheng-Li Hsu)

指導教授 ： 胡同來

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(2011年)

摘要

台灣的金融業近年來由於受到金融海嘯的影響，同時為因應業績壓力及以無風險之手續費收入為主的世界潮流，逐漸建構金融業務整合，朝全方位的財富管理方向邁進。財富管理業務與一般傳統金融業務雖同屬服務業，但業務內容有很大的區別，惟基本上均依賴顧客的忠誠度才能順利拓展業務。因此，如何與顧客維繫良好的關係以使顧客願意經常往來就顯得非常重要。

本研究經由相關文獻探討，整合過去學者著作及相關研究，以代理理論觀點探討顧客忠誠度的理論架構。以台北市及新北市財富管理業之消費者為研究對象，透過問卷調查法，並以線性結構模式探討該產業中關係信任、知覺風險、轉換成本與顧客忠誠度之關連性。

研究發現：關係信任越好，轉換成本和顧客忠誠度就會越高，關係信任越好，則知覺風險就越低，以及知覺風險越低，則顧客忠誠度越高；而轉換成本對顧客忠誠度無顯著影響。本研究以財富管理業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考。

關鍵字

關係信任 ； 知覺風險 ； 轉換成本 ； 顧客忠誠度

並列摘要

Wealth management is getting more and more important in Taiwan's financial service industry in recent years due to Lehman Brothers’ financial tsunami. At the same time banks are all working hard to cope with performance pressure and world trends in risk-free commission charge. Hence, how to maintain good relationship with customers to strength their willingness to frequently communicate with back has become very important.

This research integrated with academic books and with related references has developed a research of consumer’s loyalty and theory framework. The data, collected from the consumers in Taipei and new Taipei city by the questionnaire investigation method, explore how trust, Perceived Risk, and switching costs connect with consumer loyalty by the way of AMOS.

The most significant findings are:
1. There is a significant, positive correlation between trust and Switching Costs.
2. There is a significant, positive correlation between trust and consumer loyalty.
3. There is a significant, negative correlation between trust and Perceived Risk.
4. There is a significant, negative correlation between Perceived Risk and Consumer Loyalty.
5. There isn’t a significant, positive correlation between Switching Costs and Consumer Loyalty.

The survey takes consumer of financial service industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.

並列關鍵字

trust ； perceived risk ； switching costs ； consumer loyalty

參考文獻

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[3.] 張淑青(2004)， 「顧客滿意與信任對忠誠-度影響之研究」 ，管理學報，第 21 卷第5 期，611-627。

[4.] 張紘炬(2007)，抽樣方法與調查分析：理念、設計、分析、實例，華泰文化事業股份有限公司。

[1] Anna, S. and Mattila, A.S., The impact of relationship type on customer loyalty in a context of service failure, Journal of Service Research, Vol. 4, No. 2, 2001, pp. 91-101.

[2] Arrow, K. Essays in the Theory of Risk Bearing, Chicago: Markham, 1971.