在一對一服務情境心理性別對顧客滿意度之影響-以銀行理財顧問為例研究

The effects study of customer’s satisfaction which is under one to one psychological gender relationship between the context of service – focus on bank financial advisor

洪滋蔓(Tzu-Man Hung)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

本研究旨在探討理財顧問及顧客心理層面性別特質、理財顧問投資建議傾向及顧客感知的理財顧問專業度，是否會影響顧客服務滿意度。以利未來銀行財富管理業務單位招募人員及提供顧客服務的參考依據。
本論文以問卷調查進行研究，共發出200份問卷、有效回收162份。採用 SPSS 統計分析，針對樣本以信效度分析、迴歸分析、因素分析、卡方檢定等方法進行研究分析。彙整結果及建議如下：
1. 在一對一情境的金融服務業，理財顧問與顧客的心理層面性別特質非常集中於男強女強的類型，其心理層面性別特質不是均勻而是集中的，無法再進一步探討其類別間是否會影響顧客服務滿意度。
2. 依理財顧問的投資建議對客戶服務滿意度作迴歸分析，得到結果是在穩健的投資建議下其結果為不顯著，而在積極的投資建議下其結果為顯著。所以理財顧問的投資建議傾向對顧客服務滿意度是有影響的。
3. 理財顧問的專業度，對顧客的滿意度影響是不顯著的。探其原因，證照乃專業度必備條件，所以顧客感知的理財顧問專業度無法顯出差異化。
建議銀行財富管理部在招募理財顧問時，可進行心理層面性別特質測驗，並持續追蹤達3年以上，進一步分析能夠勝任且持續任職於該職務的員工，是否符合男強女強之性別特質，也可作為未來招募人員時的參考依據。

關鍵字

心理性別特質 ； 專業度 ； 顧客滿意度

並列摘要

The study is focused on the bank financial advisor and customer’s psychological gender characteristic, investment suggestion and professional of financial advisor by customer, tries to understand the impact on customer satisfaction. It will be a great benefit to human resources of bank and be a basis of providing good service for customers.

This research was completed by using questionnaire. Totally, 200 questionnaires were sent out and return 162 valid questionnaires for analysis. In the study, research method included reliability and validity analysis, regression analysis, factor analysis, chi-square test and SPSS for windows is used as analysis tool.

There are several conclusions in this study as follow:
1. Under one to one situation, financial advisor and customer’s psychological gender gather in type of strong femininity and masculinity traits. We can’t analyze impact on customer’s satisfaction further because of psychological gender questionnaires without uniform distribution.
2. Based on regression analysis between financial advisor suggestion and customer’s satisfaction, we get active investment with positive result but steady investment suggestion with abstruse phenomenon. For this reason, the financial advisor influences customer’s satisfaction.
3. The professional of financial advisor doesn’t influence customer’s satisfaction. To find out its cause, professional license is the basic entry level in corporate finance department. There is no difference between the profession and customer’s satisfaction.

It is proposed corporate finance department use psychological gender test to clarify the employee psychological gender and trace the test result over three years. Compared strong femininity and masculinity traits with employee, and is as the reference for human resources department.

並列關鍵字

Psychological gender ； Professional ； Customers satisfaction

參考文獻

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