財富管理中心與顧客關係之研究-以某銀行為例

A Case Study on the wealth Management of Banking with customers of the relationship

楊 雪 惠(Sheue-Huey Yang)

指導教授 ： 郭 文 忠

共同指導教授 ： 徐 學 忍(Shyue-Reen Shyu)

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

台灣財富管理市場蓬勃發展，牽動金融業者的業務定位及發展機會，財富管理與客戶之關係為財富管理銷售與服務良瓢之重要關鍵。本研究擬藉由對個案銀行之財富管理中心與顧客之問卷設計，了解財富管理服務與客戶之關係，試圖了解顧客對於財富管理服務之認同性、溝通情形，以及風險認知等影響，並進一步分析個人屬性對於此一服務關係之影響。此外，本研究亦嘗試由Morgan and Hunt (1994) 及Mukherjee and Nath (2003)提出了一個整合各種關係交換形式之模型，探討承諾、信任等對於客戶關係之角色。本研究便根據此模型，以關係行銷中在人員銷售的應用為主題，從關係行銷之信任與承諾探討財富管理中心與顧客之間的關係。
本研究結果發現，客戶普遍上對於各項關係之認同度均高。在客戶屬性分組分析方面，結果顯示已婚者對於隱私權、安全、產品資訊說明、風險認知之認同度高於未婚。高所得組對於隱私權、安全、審查標準、快速回應之認同高於低所得組。軍公教人員對於服務關係之認同度高於金融業。安全性及審查標準方面，研究所高於大學，但在服務品質及快速回應方面，高中職以下及研究所高於專科。投資金額之差異方面，對隱私權、安全、資訊品質、特殊禮遇與資源、關係密切等問卷問題有所差異，高所得組對於隱私權、安全、資訊品質方面之認同度高於低所得者。
此外，依據文獻之關係模型之迴歸結果方面，本研究樣本支持高溝通性與低投機行為對於信任之顯著正向影響，但共享價值觀對於信任僅單獨迴歸時方具顯著影響。且共同價值觀與信任均對承諾具正向顯著關係。

關鍵字

財富管理；顧客關係；信任；承諾；關係行銷

並列摘要

The market of wealth management was rapidly developing in Taiwan. The position of sales and developed opportunity affected the finance companies. Wealth management and relationship of customer were the main key-point between sales of wealth management and service. The paper is to study and verify the identification, communication, cognizable risk and behavior of customer between Wealth management and relationship of customer via making questionnaire of cased-study. Moreover, The paper is to testify and verify the combined model of Morgan and Hunt, Mukherjee and Nath of various changed form of relationship that discusses the customer relationship between trust and commitment. The topic of the paper was focused on the relationship marketing (trust-commitment) that discusses the relationship between the center of wealth management and customer in the application of personnel sales.

The result of the paper discovers the high identification of various relationships from the customer. The result of attribution of customer group exhibits the higher in the married the private rights, safe, explained information of product, cognizable-risk of identification in the unmarried. That exhibits the higher in the high income the private rights, safe, standard of audit, fast reply of identification in the low income. That exhibits the higher in the soldiers and teachers the identification in the soldiers and teachers. That exhibits the higher in the master degree the safe and standard of audit of identification in the university degree. The result of attribution of customer group exhibits the difference of the private rights, safe, quality of information, special resources and closely relationship in the money of investment. That exhibits the higher in the high income the private rights, safe, quality of information of identification in the low income.
Moreover, the paper supported the high communication and low opportunistic behavior to have positive effects on trust according to the literature of relationship model of the result of the Regression Analysis, but the shared value has significant and positive effects on trust. And the shared value and commitment have significant and positive effects on commitment

並列關鍵字

Wealth Management ； Customer Relationship ； Trust ； Commitment ； Relationship Marketing

參考文獻

11. 張玉琳(1996)，「消費市場之關係行銷研究-以信用卡為例」，國立政治大學企業管理研究所碩士論文。

18. 鄭仰真(2004)，「銀行業財富管理對顧客滿意度與顧客忠誠度之關聯性研究-以台南縣市中小企業主為例」，國立成功大學高階管理碩士在職專班碩士論文。

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