顧客關係管理、關係行銷、顧客滿意度與顧客忠誠度關聯性之研究—以某證券公司財富管理業務為例

A Study of the relationships among Customer Relationship Management, Relationship Marketing, Customer Satisfaction and Customer Loyalty–Example of Wealth Management Business in a Securities Company Business

廖鈺仁(Yu-Jen Liao)

指導教授 ： 楊智超

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

證券業目前處於高度競爭環境，發展財富管理業務成為非常重要的營收利益來源。本論文是一份探討從顧客關係管理、關係行銷、顧客滿意度與顧客忠誠度角度衡量證券公司發展財富管理業務的報告，研究母體為某家台灣前10大券商的大型綜合券商。
證券業目前產業前景曾經遭遇證券交易所得稅爭議，網路下單興盛手續費單薄導致成交量能萎縮，而手續費殺價競爭激烈，更直接導致證券業營收及獲利衰退。因此，拓展財富管理業務，成為券商轉型之道，提供全方位理財商品與金融服務實為當務之急。
證券業能否永續經營甚至繁榮發展，端賴可否滿足客戶需求與建立與客戶良好關係及其忠誠度，本研究針對中部地區某證券業之關係行銷、顧客關係管理、顧客滿意度與顧客忠誠度關聯性之進行研究。
經實證SPSS統計分析軟體進行驗證，結果發現顧客關係管理、關係行銷與顧客滿意度對於顧客忠誠度皆有正向影響。顧客關係管理透過顧客滿意度中介影響顧客忠誠度，實證發現有部分中介效果。顧客關係管理透過關係行銷中介影響顧客忠誠度，實證發現有部分中介效果。

關鍵字

財富管理 ； 顧客忠誠度 ； 顧客滿意度 ； 關係行銷 ； 顧客關係管理

並列摘要

The industry of securities institutions in Taiwan is currently under a highly competitive environment, to development of the wealth management business has become a very important source of profit revenue interests.
The paper is to explore how to from the customer relationship management, relationship marketing, customer satisfaction and customer loyalty measured the development of wealth management of the security company business. The target population of this study is a Taiwan's top 10 securities brokerage in scale.
The industry of securities has encountered controversy securities, the taxes of capital gain, low profit margin caused by flourishing under Internet trading auction result, and intense price competition, resulting in a more direct security industry revenue and profit decline. Therefore, the expansion of the wealth management business and a transformation of the brokerage channel, provide a full range of financial productions and financial services for the real priority.
At this moment sustainable development depends on how to meet the customer needs and build good relationships with customers. The study is targeted of the relationship between the central region, industry marketing, customer relationship management, and customer satisfaction association of customer loyalty.
Through the employment of SPSS statistical analysis software, this study found that customer relationship management, relationship marketing and customer satisfaction have made a positive impact on customer loyalty. The research verifies and found that customer relationship management, relationship marketing and customer satisfaction show a positive impact on customer loyalty. Customer satisfaction management makes customer relationship management positive impacts customer loyalty. Customer relationship management impacts customer loyalty through relationship marketing agency.

並列關鍵字

Wealth management ； Customer loyalty ； Customer satisfaction ； Relationship marketing ； Customer relationship management

參考文獻

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