本研究探討對象係國泰世華銀行財富管理的顧客，以便利抽樣的方式進行取樣，總共發出200份問卷，扣除無效問卷後，有效問卷為193份，回收率為96.5%。本研究主要利用統計方法探討各變數之間的關聯性，分析各項變數之間的正負關係的程度。依據實證結果提出結論與建議，作為銀行業改善財富管理業務之參考依據。 研究結果發現：(1) 服務品質對顧客滿意度有正向影響；(2) 風險認知對顧客理財商品接受度有負向影響；(3) 顧客滿意度對再購意願有正向影響；(4) 顧客理財商品接受度對再購意願有正向影響；(5) 服務品質對再購意願有正向影響；(6) 風險認知對再購意願有負向影響；(7) 服務品質對商品接受度有正向影響；(8) 風險認知對顧客滿意度有負向影響。 This research mainly aims at the Cathay United Bank wealth to manage the customer is an object, by the questionnaire survey way, carries on the material the collection, discusses between various variables using the statistical real diagnosis''s method the relationship, and analysis during each variable positive and negative to the relational degree, according to the real diagnosis result proposed that the conclusion and the concrete suggestion, improve the wealth management service as the banking industry. The findings are discovered as follows: (1) service quality has a positive effect on customer satisfaction; (2) risk cognition has a negative impact on the products acceptance; (3) customer satisfaction has a positive effect on repurchase intention; (4) repurchase intention has a positive effect on products acceptancee; (5) service quality has a positive effect on repurchase intention; (6) risk cognition has a negative effect on repurchase intention; (7) service quality has a positive effect on the products acceptance; (8) risk cognition have on customer satisfaction negative effect.
