- 學位論文
關係行銷對顧客忠誠度之影響–以金融業信託客戶為例
The Impact of Relationship Marketing on Customer Royalty : A Case of Entrusting Investment Client
摘要
近年來，由於金融機構的家數如雨後春筍般的設立，金融從業人員給人的印象不再是硬梆梆的櫃台臉，而是親切可人的笑臉；金融業變成了金融服務業，除了要專業還要以服務取勝，為的就是要提高顧客忠誠度來留住客戶，透過關係行銷留住客戶變成了顯學，提倡服務五心，因為金融業是很難創造產品差異化的行業，而金融業的信託商品與服務大同小異，彼此的差異性相當低，但若能透過關係行銷方式，改變過去以金融業者的利益為出發點，而改以強調用客戶的利益為出發點，從服務客戶的角度來協助客戶購買合適且安全的信託商品，進而提升顧客忠誠度，同時也可以展現出不同於競爭對手差異化行銷策略。不過，因為金融商品是屬於理性消費，需要較長時間思維抉擇。金融商品的銷售是需要『信任』和『時間』的搭配，消費者需要長時間累積經驗，信任該家金融機構，在這家金融機構逐步購買各種金融商品，消費者不必面對多家銀行，保險公司或證券公司，可以享受一次購足的方便。金融從業人員的專業度已不再是門檻，因此那一家銀行可以提供的服務較多，誰就可以勝出。 為了因應此一潮流，近年來「關係行銷」已成為產業界與行銷管理學術界最熱門的話題，也是企業賴以生存的主要策略之ㄧ，相信在金融產業也不例外。因此為了能夠更深入瞭解「關係行銷」對於「顧客忠誠度」的影響，本研究將透過關係行銷及顧客知覺價值來探討「關係行銷」將如何影響金融業信託客戶的「顧客忠誠度」。 本研究採用問卷調查方式蒐集實證資料，以金融業信託客戶為研究對象，並使用敘述性統計分析、信度分析與結構方程模式分析等統計方法來進行研究假說驗證。
並列摘要
The establishment of finance institutes is booming up in last decades. The workers of finances are no more nose-up counter receptionists but amicable smiling-face clerks. The finance industry has become finance-servicing industry. The workers must be professional and is important with outstanding services to win the loyalty of customers. Upon the requirement, relationship-marketing has become famous doctrine – advocates on “5-heart services.” Why the concept is so important? The point is that the finance is a merely differentiated industry as the securities products and services are almost the same, not much differences amidst each other. If we can change the impression by relationship-marketing which is focusing on customers’ profit instead of the mode old-style profit-oriented business operation, with the point of view of services to help customers to purchase proper and safe trust products. Furthermore, it not only rises up the loyalty of customers, but also to perform a differentiation of marketing strategy to competitors. On the other hand, the consumption of finance products is rather rational. Normally, it needs a long-term consideration and decision. In the case, selling finance products is intergradations of trust and time. Consumers need to cultivate and accumulate the experiences to trust a certain institute to purchase various products. Then, the consumers would no more need to try every bank, insurance company or securities firms and still can have a satisfactorily one-stop financial shopping. It’s no more a threshold on the finance workers profession. Thus, the more services being provided, the winners will wins.. In response to this trend, "relationship marketing" has become the most popular topic in business and academic recently years. "Relationship marketing" is one of most important strategies for a business, and this also can be applied to financial industry. Therefore, in order to understand more the impact of “relationship marketing” on" customer loyalty ", this study is focused on the “relationship marketing” by exploration into the customer perceived value and the influence of “relationship marketing” on customers' loyalty of entrusted section of financial industry. The data for this study were obtained by questionnaires from trusty customers in Taiwan and using SEM analysis to confirm the hypothesis model.