財富管理關係品質之前因與影響-以多層次觀點探討

The Antecedents and Consequences of Relationship Quality in Wealth Management Sector: A Multi-level Perspective

曾志偉(Chih-Wei Tseng)

指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2008年)

摘要

理財觀念日漸當道，如何利用錢滾錢已經成為許多民眾感興趣且願意投入的議題，因此如何建立顧客與銀行、理財專員之間的關係開始受到重視，惟過去少有研究同時探討銀行業的顧客對理財專員、銀行關係品質之間相互影響的研究，因此為彌補過去研究之不足，本研究認為透過多層次的關係品質觀點，並加入影響關係品質之前因來探討顧客與理財專員、銀行之間的關係品質，及關係品質對關係承諾、顧客保留與口碑宣傳的影響，是值得探討的領域。
本研究主要探討顧客知覺理財專員及銀行的行為對於關係品質的影響，以及關係品質對於顧客未來的行為意圖之影響。並應用Morgan & Hunt (1994)所提的承諾-信任理論為基礎，以了解理財專員及銀行的行為對顧客未來行為意圖之影響。並以國內銀行中設置有財富管理部門的505位個別顧客為驗證對象。
路徑分析結果顯示，(1)理財專員的專業能力、關係績效皆顯著正向影響顧客對理財專員的滿意度及信任；理財專員倫理的銷售行為顯著正向影響顧客對理財專員的滿意度，惟理財專員倫理的銷售行為對理財專員的信任則無顯著影響；(2) 銀行的聲譽、營運績效均顯著正向影響顧客對銀行的滿意度及信任；(3)顧客與理財專員的關係品質顯著正向影響顧客與銀行的關係品質；(4)顧客與理財專員、銀行的關係品質皆顯著正向影響關係承諾；(5)關係承諾越高，則顧客保留行為及口碑宣傳行為越高。最後研究者依據實證結果提出建議，以供理財專員及銀行業者參考，並提出後續研究建議。

關鍵字

關係品質 ； 倫理銷售行為 ； 專業能力 ； 關係績效 ； 營運績效 ； 銀行聲譽

並列摘要

Nowadays, with the increase of income and rapid wealth accumulation, people, especially those with high net worth, have increased needs for consolidating financial planning service. In order to succeed in this competitive market, all banks’ most important component of wealth management is financial consultants. Financial consultants directly service clients, therefore, the interpersonal relationships with their clients and services to satisfy their clients financial needs would influenced on the reputation of banks. They are the huge asset for their bank.
However, there is still a lack of the research on the relationship between the backs, customer and financial consultants. Therefore, in this research would through a multi-level perspective of the relationship quality and join the factor influencing relationship quality to study the customer’s relationship quality between the financial planners, bank, and relationship quality to the influence that is relationship commitment, keep to customer, word-of-Mouth propaganda, It is a scope that is worth studying.
This research focusing on the customer perceives the impact on relationship quality of behavior of the financial Consultant and bank, and impact on intention in the future of relationship quality. At the same time application based on the trust-based commitment theory that Morgan & Hunt (1994) opinion, to find out about the impact on customer's behavior intention in the future of behavior of the financial Consultant and bank. five hundred and fifty from customer of the Wealth Management Sector in the bank were samples as subjects.
This SEM path analysis shows that, (1) The financial consultant’s expertise and relational performance has positive impact on customer satisfaction and trust of financial consultant. The financial consultant’s ethical sales behavior has positive impact on customer satisfaction of financial consultant. But The financial consultant’s ethical sales behavior did not has any significant impact on customer trust of financial consultant. (2) Reputation and operational performance of the bank has positive impact on customer satisfaction and trust of bank. (3) Relationship quality between customer and financial consultant has positive impact on relationship quality between customer and bank. (4) Relationship quality between customer, financial consultant and bank has positive impact on relationship commitment of customer. (5) The high the relationship commitment with customer, will be high too keep to customer, word-of-Mouth behavior. Finally, suggestions for financial consultant and bank, and recommendations for future research are presented.

並列關鍵字

relationship quality ； ethical sales behavior ； expertise ； relational performance ； operational performance ； reputation of bank

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