- 學位論文
財富管理-運用六P探討顧客對銀行的忠誠度及滿意度
Wealth Management - using six P to investigate customers’ loyalty and satisfaction
摘要
近年來隨著民眾財富管理的需求愈加盛行，銀行之間亦呈白熱化的競 爭態勢。銀行業者為了突顯與其競爭對手差異，以及維繫客戶關係以獲取業務機會，往往聚焦於無形服務的發展。進而贏得顧客滿意而使得忠誠度上升。 本研究以曾經購買過銀行業財富管理商品的投資者為對象，並以台灣銀行之客戶為例，運用六P: 1:產品(Product) 2:價格(Price) 3:通路(Place) 4:促銷(Promotion) 5:人員(Personnel) 6:定位(Position) 進而探討六P與顧客滿意度、顧客忠誠度之關係。 本研究抽樣對象為銀行的財富管理業務往來顧客，共發出500份，實際回收408份，有效問卷309份。 本研究旨在探討銀行財富管理部門與顧客間的關係價值，說明在六P當中何品項最能吸引客戶，且最能增加顧客的忠誠度及滿意度。研究結果發現對於顧客滿意度影響最大的因素是人員，再來是公司定位、促銷與形象，然而價格及通路並不會對與滿意度產生影響。此外，滿意度會直接影響顧客忠誠度。
並列摘要
In recent years, with the needs for wealth management, the competition among banks becomes intense. In order to differentiate market, bankers maintain customer relationships with consumers to outperform than their competitors. They focus on the development of service to enhance customer satisfaction and loyalty for market share. In this study, the consumers who bought the wealth management products from one famous commercial bank in Taiwan are the sampling target. This study explores the impacts of 6P on customer satisfaction and loyalty, 6P includes: 1: Product 2: Price 3: Place 4: Promotion 5: Personnel 6: Position In this study, a questionnaire survey was adopted and a total of 500 copies was delivered. Finally, 408 copies were received, but only 309 copies were valid. The results found that personnel factor has the greatest influences on customer satisfaction. Position, promotion, image also have effects on consumers’ satisfaction, but price and place do not have influences on consumers’ satisfaction. Besides, consumers’ satisfaction has direct influences on loyalty.