從利益行銷觀點探討證券商經營財富管理顧客行為意向之研究

An Empirical Study of Securities Firms’ Wealth Management Business and Customer Behavior Intention From Customer Advocacy Viewpoin

楊小慧(Shiao-hua Yang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

全球性競爭的衝擊，企業對市場上的行銷方式更為重視，如何吸引顧客、維持現有顧客忠誠度成為十分重要的關鍵成功因素。
利益行銷是現代企業發展的趨勢，如今消費者透過網路，掌握更充分的價格、品質與服務資訊，在購買行為上擁有極大的自主權，集結成一股「顧客勢力」，因此，傳統的推�拉式行銷策略已逐漸失效，企業的行銷活動應跨越關係行銷，把焦點投注在極大化顧客利益與深化顧客的夥伴關係，成為顧客利益的維護者。
本研究從利益行銷觀點出發，以關係品質的三個構面分別為信任、滿意及承諾作為中介變數，探討利益行銷是否透過關係品質，進而提高顧客行為意向。
本研究之研究方式採驗證性方法，以問卷調查方式進行，以某證券商之財富管理顧客為研究對象，回收205份有效樣本，並以LISREL進行實證分析，結果發現理論模式適配情形良好，研究結果多數假說被支持，證實利益行銷會透過關係品質，進而提高顧客行為意向。

關鍵字

利益行銷 ； 維護顧客利益 ； 關係品質 ； 顧客行為意向 ； 財富管理

並列摘要

The industries have paid much attention to marketing ways on the market because of the impact caused by global competition. How to attract customers and maintain customer loyalty had become crucial elements to success.
Advocacy is the contemporary trend of modern industries’ development. Nowadays, consumers, through Internet, control more information about price, quality and serves. They have their own decision-making power on their purchasing behaviors. They concentrate into a "customer power”. Thus, traditional push/pull marketing strategy has become losing efficacy gradually. Marketing activities of industries should cross the relationship marketing and focus on enlarging customer Advocacy and strengthening the partnership with customers.
This study is based on the prospect of advocacy. We use three aspects among relationship quality, including trust, satisfaction and promise as mediators. And then we discussed if advocacy enhance customer behavioral intention through relationship quality. This is an Empirical study. We distribute questionnaires to the Securities Firms’of the Wealth Management. This paper used 205 received questionnaires to analyze it with LISREL8.72. The majority results support our hypotheses. The result show that Advocacy and customer behavioral intention have positive relationship through relationship quality.

並列關鍵字

Advocacy ； Relationship Quality ； Customer Behavioral Intention ； Wealth Management

參考文獻

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