淡江大學機構典藏:Item 987654321/105324
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    题名: 銀行財富管理業務服務品質、風險認知、顧客滿意度、商品接受度與再購意願之關聯性研究 : 以國泰世華銀行為例
    其它题名: The research on the impacts of the banking wealth management business : service quality, risk cognition, customer satisifaction, product acceptance and repurchase intention : the case of Cathay United Bank
    作者: 張智巽;Chang, Chih-Hsun
    贡献者: 淡江大學管理科學學系企業經營碩士在職專班
    林烱垚;莊忠柱;Lin, Joung-Yol;Chuang, Chung-Chu
    关键词: 財富管理;服務品質;風險認知;顧客滿意度;商品接受度;再購意願;wealth management;Service Quality;Risk Cognition;Customer Satisfaction;Products Acceptance;Repurchase Intention
    日期: 2015
    上传时间: 2016-01-22 14:53:15 (UTC+8)
    摘要: 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.
    显示于类别:[管理科學學系暨研究所] 學位論文

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