理財人員專業能力、顧客滿意對顧客知覺風險影響之研究－兼論企業可信度之干擾效果

The Impact of Financial Advisor's Expertise, Customer Satisfaction on Customer Perceived risk-moderating Effect of Corporate Credibility

梁榮輝(Jung-Hui Liang) ； 周文玲(Wen-Ling Chou) ； 謝茵如(Yin-Ru Hsieh)

《會計與財金研究》 3卷1期 (2010/01) Pp. 1-15

https://doi.org/10.6735/JAFD.201001_3(1).0001

摘要

購買金融商品之風險一直受到一般大眾之重視，在購買金融商品之過程中，顧客知覺風險將會影響顧客購買決策。理財人員之專業能力，可能會影響顧客之滿意，進而影響顧客之知覺風險。此外，顧客本身所知覺企業之可信度，可能對於理財人員專業與顧客滿意之影響造成干擾。因此，本研究旨在建立理財人員專業能力、顧客滿意與顧客知覺風險關係之模式，並探討企業之可信度之干擾效果。本研究採取問卷調查法，共計發出問卷320份，回收258份有效問卷。研究結果發現，理財人員專業能力程度愈高，會提高顧客被服務時之知覺滿意度，進而降低顧客知覺風險；此外，企業之可信度對於理財人員專業能力與顧客滿意之間的關係會有干擾效果，而且是顯著正向之干擾。

關鍵字

理財人員 ； 專業能力 ； 顧客知覺風險 ； 顧客滿意度 ； 企業可信度

並列摘要

The perceived risk of purchasing financial products is always caught by consumers. In the purchasing process, products are recommended by financial advisors and the customer perceived risk will affect customer purchasing decisions. Within related personal characteristics, the expertise of the financial advisor will influence customer satisfaction and go on to affect the customer perceived risk. In addition, the customer perceived corporate credibility will moderate the relationship between financial advisor and customer satisfaction. Therefore, the research is aimed at establishing a relationship model on the expertise of financial advisor, the customer satisfaction and customer perceived risk, and the moderating effects from corporate credibility. The study uses the survey method and issued 320 questionnaires, and 258 of which were completed. The results discover that the higher the expertise of the financial advisor, then the higher customer perceived satisfaction and reduction of customer perceived risk. Also, corporate credibility will positively moderate the relationship between the expertise of financial advisor and customer satisfaction.

並列關鍵字

financial advisor ； expertise ； customer perceived risk ； customer satisfaction ； corporate credibility

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