顧客關係投資、道德銷售行為與關係績效之研究-以銀行業為例

Customer Relationship Investment, Ethical Sales Behavior and Relationship Performance-A Case Study of the Banking Industry in Taiwan

謝黃睿(Hsieh, Huang-Jui)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

近年來，銀行業者在面臨競爭激烈的環境下，日益體認到對於既有顧客關係的維繫管理是當前銀行業的經營重點之一，因此銀行應思考如何持續提供良好的服務與金融商品來滿足目標顧客群，使顧客願意與銀行維持長期友好的關係。本研究首先依據Berry (1995)的觀點，探討財務性、社會性及結構性連結等三項顧客關係投資對於顧客續留、顧客佔有率及口碑等關係績效之影響。此外，有研究指出業務人員的道德銷售行為是影響銷售績效的關鍵因素，因此本研究同時從業務人員方面的因素，探討道德銷售行為是否會對銀行關係投資活動與關係績效之間的關係產生干擾效果。
本研究資料的蒐集是以銀行財富管理客戶為研究對象，透過銀行理專以網路問卷方式發放進行調查，共收回200份有效樣本；所搜集的資料採用驗證性因素分析(CFA)進行信效度分析，並透過迴歸分析驗證本研究之假說。主要研究結果發現：(1)顧客關係投資對於顧客續留具有正向顯著影響；(2)顧客關係投資對於顧客佔有率具有正向顯著影響；(3)顧客關係投資對於口碑具有正向顯著影響；(4)道德銷售行為對於顧客關係投資與關係績效之間的關係未達顯著干擾效果。本研究並依據上述發現提出相關的理論與策略意涵以及未來研究之建議。

關鍵字

顧客關係投資 ； 道德銷售行為 ； 顧客續留 ； 顧客佔有率 ； 口碑

並列摘要

It is critical to retain customer relationship between banks and their clients facing the fierce competition today. Thus, banks try their best to keep beneficial and long-term relationship with their target customers through well performed relationship investment programs. This study uses the concept of Berry’s (1995) relationship marketing to investigate the effect of customer relationship investment (financial, social, and structural bonds) on the relationship performance (customer retention, customer share, and word of mouth). Prior studies point out that salespersons’ ethical sales behavior is also a key factor for sales performance. Thus, this study also examines the moderating effect ethical sales behavior may have between customer relationship investment and relationship performance.
The data was collected primarily through online questionnaires aimed at financial product consumers, and 200 effective samples were received. Confirmatory factor analysis (CFA) was adopted to examine the reliability and validity of measurement, and hierarchy regression analysis to verify the hypotheses. The major research results show that: (1) customer relationship investment has a significantly positive effect on customer retention; (2) customer relationship investment has a significant positive effect on customer share; (3) customer relationship investment has a significantly positive effect on word of mouth; (4) ethical sales behavior has no moderate effect on the relationship between customer relationship investment and relationship performance. Theoretical and managerial implications, as well as future research suggestions are also provided.

並列關鍵字

customer relationship investment ； ethical sales behavior ； customer retention ； customer share ； word of mouth

參考文獻

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