投資者教育、投資專業度與顧客忠誠度關聯性之研究

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Title:	投資者教育、投資專業度與顧客忠誠度關聯性之研究
Other Titles:	The relationships among investor education, investor expertise and customer loyalty
Authors:	林淑敏;Lin, Shu-Ming
Contributors:	淡江大學企業管理學系碩士在職專班吳坤山;Wu, Kun-Shan
Keywords:	投資者教育;投資者專業度;顧客忠誠度;動機-機會-能力;偏最小平方估計法;investor education;investor expertise;Customer Loyalty;motive-opportunity- ability;Partial Least Square
Date:	2015
Issue Date:	2016-01-22 14:55:17 (UTC+8)
Abstract:	金融投資商品已成為現代人在投資理財上不可或缺的角色。但由於金融商品的無形性、複雜性和專業性，使得消費者知覺風險較高，所以對於金融服務而言，投資者教育的角色較為關鍵和必要。具體來說，投資者教育是一系列面向個人投資者傳播投資知識、傳授投資經驗、培養投資技能、宣導理性投資觀念、揭示投資風險、告知投資者權利義務及保護途徑，旨在提高投資者投資素質和自我保護能力，從而提高顧客的滿意度和忠誠度。但是一些企業擔心投資者教育提高了顧客專業度，使顧客變得精明，較難產生滿意度。同時亦擔心投資者教育提高了顧客轉換能力，降低了其轉換成本，從而容易誘導顧客的搭便車行為和傾向。更有甚者，專業度較高的投資者擁有了尋找替代產品的轉換能力從而導致顧客不忠。緣此，本研究以與C銀行有往來之財富管理客戶研究對象，探討投資者教育、動機-機會-能力、投資者專業度與顧客忠誠度間之關聯性。本研究總計發放300份問卷，有效回收樣本數為248份，有效樣本回收率為82.7%。透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下：　　投資者教育顯著正向影響投資者專業度。意即，努力教育客戶將可提高投資者的專業素養、金融商品知識、投資理財技巧和投資服務流程的認知等，以便降低投資者的知覺風險，提高投資者的信心，促進金融商品的購買和消費。此外，投資者專業度亦顯著正向影響顧客忠誠度；意即，投資者專業度越高，其忠誠度越高。 Financial instruments have become indispensable in the field of investment. However, due to the intangibility, complexity and professionalism of financial instruments, the customer perceived risks are high when investing in them. Therefore, investor education is critical and necessary. Specifically, investor education constitutes of conveying investment knowledge, experience, and rational investing concept, cultivating investment skills, identifying investment risks, informing investor rights, obligations, and protection. The main purpose of investor education is to improve investment quality and self-protection, and further increase customer satisfaction and loyalty. Nevertheless, some companies are worried about customers being hard to satisfy after they are equipped with investment professional and become sharp. Meanwhile, they are also worried that investor education increases customer switching ability, lowers switching costs, which might incur free rider problem. Furthermore, investors with better professionalism might be disloyal since they have the ability of switching to other substitutes. Based on the aforementioned background, the aims of this thesis investigates the relationships among investor education, motive- opportunity-ability, investor expertise, and customer loyalty. The main research object is the wealth management clients associated with Bank C. Three hundred questionnaires were distributed and 248 usable samples were collected with an 82.7% utilizable rate. Descriptive statistics, reliability, validity and partial least square method was applied to examine the proposed research framework. After the empirical research, the major findings as follows: The result indicates that investor education has a significant positive influence on investor expertise. That is to say, educating clients can enhance investor expertise, financial instruments knowledge, investing skills, awareness of investing service process, and so on. Additionally, investor expertise also has a significant positive influence on customer loyalty, which means that the more professional the investors are, the more loyal they are.
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