臺灣銀行業顧客再購意願之前置變項探討—以金融商品風險及投資者風險偏好為干擾變數

The Antecedents of Repurchase Intentions in Taiwan’s Banking Industry：Risk Attributes of Financial Products and Investors as Moderators

張志偉(Chang-Chi Wei)

指導教授 ： 陳瓊蓉

中原大學/商學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6840/CYCU.2009.00887

摘要

消費者行為一直是行銷管理中相當重視的一環，隨著金融環境的變遷，台灣財富管理市場將於2011年以前成長至新台幣20兆元的規模，過去以存放款利差為收入主要來源的銀行業，逐步朝著財富管理模式經營客戶理財業務，以利擴大銀行盈餘收入來源。近來因金融風暴的影響，銀行業更是重視財富管理的業務及推展，並開始重新思考金融商品的行銷策略，及分析投資者的行為模式，以作為開發金融商品通路及拓展客戶的參考方向。
過去國內針對財富管理的相關研究，內容多在探討行銷策略、市場區隔及顧客關係，獨缺了商品風險與投資者風險偏好對再購意願的研究。本研究針對銀行的財富管理客戶為抽樣對象，有效回收樣本205份，回收率為93.2%。目的在探討金融商品、投資者風險偏好對顧客滿意度、信任及再購意願的影響，經統計分析後，歸納出以下幾個研究結論：
一、投資者的顧客滿意度愈高，繼續在同一家銀行購買金融商品的機率愈高。
二、投資者對理財專員的信任愈高，則在同一家銀行購買金融商品的機率愈高。
三、投資者只要對銀行的服務人員或理財專員滿意，則會對銀行及理財專員產生信任，進而有再購意願。
四、銀行顧客滿意度及信任對再購意願的關係，會因為投資者的風險偏好傾向而對再購意願產生干擾作用。
五、銀行顧客滿意度及信任對再購意願的關係，會因不同的金融商品風險而干擾再 購意願。

關鍵字

顧客滿意度 ； 信任 ； 再購意願 ； 投資者風險偏好 ； 金融商品風險

並列摘要

Consumer behavior is an important part in marketing management, and with the changes of financial environments, the wealth management market of Taiwan will grow to NT$20 trillion before the year 2011. The banking industry, which has relied on interest rate spreads between deposit and loan rates as sources of income, has gradually focused on the business of wealth management business for customer financial services as expanded income sources for bank earnings. In recent years, due to the impact of financial crisis, the banking industry places more emphasis on the business of wealth management, and its promotion, and begins to rethink marketing strategies of financial products, analyzing behavioral pattern of investors, and then applying these patterns as guidelines to develop marketing channels of financial products for an expanding customer base.
Past researches on wealth management have tended to focus on investigations of marketing strategies, market segmentation, and customer relationships, while neglecting research on commodity risks, investors’ risk preferences, and repurchase intentions. The sample subjects of this study are banking customers under wealth management. A total of 205 valid questionnaires were collected; the valid return rate was 93.2%. The main purpose of this study is to investigate the influences of financial products and investors’ risk preferences on customer satisfaction, trust, and repurchase intentions. After statistical analyses, conclusions are summarized as follows:
1. When the degree of investors’ customer satisfaction is higher, they are more likely to continue purchasing financial products at the same bank.
2. When the investors’ trust in financial advisors is higher, they are more likely to continue purchasing financial products at the same bank.
3. When investors are satisfied with service personnel or financial advisors, they are more likely to have trust in banks or financial advisors, and further generate repurchase intentions.
4. The relationship between bank customer satisfaction and trust with repurchase intentions has moderating effect on repurchase intentions due to investors’ risk preferences.
5. The relationship between bank customer satisfaction and trust with repurchase intentions has moderating effect on repurchase intention due to different risks of financial products.

並列關鍵字

Trust ； Customer satisfaction ； Repurchase intention ； Risk of financial products ； Investors’ risk preference

參考文獻

2.王子宜(2006)。我國銀行保險之現況與展望，淡江大學保險學系保險經營碩士班論文。

3.王雯宗、蔡智勇、張鳳祥 (2008)。服務品質對顧客滿意度及忠誠度影響之研究─以澎湖地區為例，管理實務與理論研究，第2卷，第3期，頁37-54。

21.許耀文(2006)。工業品行銷組合策略、夥伴關係與顧客滿意及再購意願關係之研究：以鋁合金業為例，長榮大學經營管理研究所在職專班碩士論文。

29.蔡佳紋(2006)。投資型保險銷售爭議之研究，淡江大學保險學系保險經營碩士在職專班碩士論文。

10.宋明哲(2001)。現代風險管理，五南圖書出版。