金融理財專員之外表吸引力、專業能力、關係品質及顧客購買行為間關係之研究

The Relationships among Financial Consultants’ Physical Attractiveness, Professional Competency, Relationship Quality and Customers’ Purchase Behavior

李佳霖(Chia-lin Li)

指導教授 ： 陳悅琴

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

在金控法推動後，銀行業紛紛朝向全功能服務邁進。理財專員與顧客接觸機會增多，其外表吸引力、專業能力、顧客關係及購買行為間之關係，是過去較少被探討的。因此，本研究探討金融理財專員的外表吸引力、專業能力、關係品質(信任與滿意度)及顧客購買行為間之相關性。本研究採二階段研究，第一階段採焦點團體法，與五位曾向金融理財專員購買金融投資商品之消費者進行訪談，瞭解他們與理財專員的互動和購買金融商品之經驗。第二階段採問卷調查法，依據文獻和焦點團體法進行問卷設計。研究問卷共發出300份，回收樣本283份，扣除無效問卷102份，有效問卷為181份，依此進行實證分析。研究結果顯示：一、外表吸引力對專業能力具有正向顯著相關。二、專業能力對信任具有正向顯著相關。三、關係品質對購買行為具有正向顯著相關。四、信任對購買行為具有正向顯著相關。五、滿意度對購買行為具有正向顯著相關。本研究結果可提供給金融相關人員參考，並可供後續研究者進一步探討服務從業人員之外表吸引力對其他研究變數之關係。

關鍵字

外表吸引力 ； 專業能力 ； 關係品質 ； 理財專員

並列摘要

After the Financial Holding Company Act to promote the banking industry has forward towards fully functional service. Financial Consultant opportunity to increase contact with customers, its physical attractiveness, professional competency, relationship quality and burchase behavior, is less likely to be discussed in the past. Therefore, the Commissioner of Financial Planning studies physical attractiveness, professional competency, relationship quality (trust and satisfaction) and purchase behavior relevance. This study was the second stage of the study, the first stage focus group method, and five had bought financial investment financial planning commissioner of consumer goods were interviewed about their interaction with financial consultants and the purchase of financial products experience. The second stage questionnaire survey, based on the literature and focus groups, questionnaire design. Of 300 questionnaires sent, 283 were returned samples, net 102 invalid questionnaires, 181 valid questionnaires, and so for empirical analysis. The results show: First, the physical attractiveness of professional competency has a positive significant relevance. Second, the professional competency of trust has a positive significant relevance. Third, the relationship quality on purchase behavior has a positive significant relevance. Fourth, the trust of the buying behavior has a positive significant relevance. Fifth, satisfaction on purchase behavior has a significant positive relevance. The results of this study can provide reference to financial stakeholders and researchers to further explore the follow-up services for employees of the physical attractiveness of other research variables.

並列關鍵字

Physical Attractiveness ； Professional Competency ； Relationship Quality ； Financial Consultant

參考文獻

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