專業知識與關係銷售對理財專員及銀行忠誠度影響之研究

A Study on Expertise Service and Relationship Marketing Toward the Loyalty to the Wealth Management Consultant and the Bank

廖貽平(Yi-Ping Liao)

指導教授 ： 梁世安

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

隨著近年來全球金融環境的變遷、政府對金融法規的解禁、銀行對另覓財源的需求，以及民眾對M 型社會的恐懼，投資理財彷彿成為了全民運動。民眾茶餘飯後的閒聊話題不再是你買了哪檔股票？而是你投資了哪一類的基金、手上資產如何配置？相較於歐美先進國家的財富管理，國內在這方面的業務尚未成熟；國外的理財專員與顧客的關係密切，甚至依照顧客需求量身訂做個人資產規劃。國內雖然不乏專業度深受客戶肯定的理財專員，但是淪於產品銷售員的也不在少數，如何找出顧客真正的需求並為其提供服務是當務之急，並且可為深處金融戰國時代的銀行業提供附加價值。 本研究嘗試以關係行銷觀點，從理財專員專業知識以及關係銷售行為兩方面出發，探討對顧客忠誠度的影響，並以Robert et. al(2007)的文章「Customer Loyaltyto Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty」為思考方向，將顧客忠誠度區分為對「銀行忠誠度」以及「對理財專員忠誠度」並探討其中關係。本研究以大台北地區有理財專員的顧客為對象，發放實體問卷400 份及網路問卷，回收有效問卷213 份，利用AMOS 7.0 軟體為工具進行結構方程模式的實證研究，得到的研究結論如下： （一）專業知識與功能性利益有正向顯著關係，與社會性利益有正向不顯著關係，而關係銷售行為與功能性利益及社會性利益皆有正向顯著關係。 （二）功能性利益正向顯著的影響顧客對理財專員以及顧客對銀行忠誠度，社會性利益正向顯著的影響顧客對理財專員忠誠度 （三）顧客對理財專員忠誠度影響銀行風險為正向顯著關係

關鍵字

財富管理關係行銷 ； 關係銷售行為 ； 關係利益顧客忠誠

並列摘要

Through the fast changing of global finance environment, the looseness of financing regulation, the need for finding other financial resources and the fear of M-Shape society by
the people, that the wealth management became the most popular movement in the past a few years. The hottest topic is no longer of which stock you bought, but what kind of fund you invested and how you allocated your money. In comparison with the developed countries, the wealth management developed in Taiwan is not yet matured. The wealth management consultant in the developed countries always maintains a good relationship with his/her clients. Even more, a specific customer-made financial service could be arranged for the client. Although there are a lot of good financial service specialists, but there are more others just sell their financial products and do not know what the real needs of the clients. How to find customer’s needs and fit the needs is the most important issue, and through which that can provide the value-added for the bank, then the higher income could be received for the bank.
This research is from the angles of relationship marketing, started with expertise and relationship selling behavior, and tries to know how they influence customer loyalty. Robert et al’s article “Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty” was used and the relationship between them was developed.
In the study of 213 customers who filled the questionnaires then via AMOS 7.0 software, the results could be summarized as follows:
1. Expertise has positive effect on functional benefits. Relational selling behavior has positive effects on functional and social benefit.
2. Social benefits are not found to affect customer loyalty to wealth management consultant and bank.
3. Customer loyalty to wealth management consultant has positive effects on bank risks.

並列關鍵字

wealth management ； relationship selling behavior ； relationship benefit

參考文獻

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