共同基金顧客知覺價值之研究－以台灣銀行財富管理部門客戶為例

The study of Customer Perceived Value on the Mutual Fund: in Wealth Management Business of Banks'

何苔麗(Tai-Li Ho) ； 徐慧霞(Huei-Hsia Hsu)

《中華科技大學學報》 42期 (2010/01) Pp. 87-109

https://doi.org/10.7095/JCUST.201001.0087

摘要

近年來台灣銀行業的策略已從傳統「存放利差」轉向「手續費收入」。隨著國人對財富管理的需求逐漸擴大，國內各家銀行紛紛成立財富管理部門，由專人專職為客戶提供貴賓級理財服務，理財服務之內容多以買賣基金為主。本研究參考Lee and Cunningham (1996)之價值模式，以「服務品質」及「企業形象」來定義知覺利益；知覺成本則包含了「知覺貨幣成本」與「知覺風險」兩部分，探討這些預測變數如何影響銀行共同基金投資人的知覺價值與顧客忠誠度。經問卷及資料分析後發現：服務品質、企業形象對知覺價值有顯著的正向影響，知覺風險對知覺價值會有顯著的負向影響，但知覺成本對知覺價值的負向影響不能成立；知覺價值對顧客忠誠度也有顯著的正向影響。

關鍵字

知覺價值 ； 服務品質 ； 企業形象 ； 知覺風險 ； 顧客忠誠度

並列摘要

The banks in Taiwan have shifted business strategy from traditional ”interest income” to ”commission income” in recent years. Gradually, along with the greater demand for wealth management from local people, domestic banks started to establish wealth management providing bankers with expertise who could offer VIP level financial services for their customers. The services primarily include funds buying and selling. This research refers to the value pattern used by Lee and the Cunningham (1996) to define perceived benefit with ”service quality” as well as ”corporate image”. However, perceived cost comprises ”perceived monetary cost” and ”perceived risk”. This research further discusses how these variables affect consumer's perceived value and loyalty. According to the analysis results after retrieving questionnaires, we obtained some research conclusions. They are showed as follows: Service quality and corporate image have significant and positive influence on perceived value while perceived risk has negative influence on perceived value; Perceived cost cannot bring negative influence on perceived values; Perceived value also has the noticeable positive influence on customer loyalty.

並列關鍵字

perceived value ； service quality ； corporate image ； Perceive risk ； customer loyalty