顧客對銀行之財富管理服務滿意度之研究----以大臺北地區客戶為例

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Title:	顧客對銀行之財富管理服務滿意度之研究----以大臺北地區客戶為例
Other Titles:	The customer satisfaction for wealth management service in bank - in case study for Taipei area
Authors:	王汝民;Wang, Ju-ming
Contributors:	淡江大學國際貿易學系國際企業學碩士在職專班曾義明;Tseng, Yi-ming
Keywords:	財富管理;顧客滿意;企業形象;服務品質;wealth management;Customer Satisfaction;business image/ reputation;Quality of Service
Date:	2008
Issue Date:	2010-01-11 01:32:02 (UTC+8)
Abstract:	顧客滿意一直是服務業的重要課題，而過去的企業重視價格優勢，但是隨著市場上的競爭愈趨激烈，商品的區隔不再明顯，伴隨商品而來的服務品質，成為顧客選擇的主要因素。近年來，企業也體認到顧客才是企業最重要的資產，對於企業而言，顧客是否滿意本身所提供的產品與服務，是企業經營的重心。所以經營者必須設法提昇顧客滿意度，以及了解影響滿意度的因素。而國內目前的銀行間的財富管理業務，以理財專員作為最主要的銷售通路，而各銀行間也無不致力於從各項方面來提昇顧客滿意度。本研究選擇金融業中的財富管理業務來探討各項構面中與顧客滿意度之間的關係，並且綜合過去文獻的觀點，探討企業形象、服務品質、投資績效、產品費用和人員專業度是否會影響顧客滿意度之間的關係。因此，本研究的對象是針對大台北地區銀行財富管理業務的VIP客戶，進行問卷調查作進一步探討，研究結果有以下發現：一、客戶關係度需要時間深耕，因此客戶會在意銀行企業形象和是否能永續經營。二、過度競爭結果，使得各家銀行能提供的軟硬體服務差距皆不大，沒有差異性。三、差異化不大導致客戶以費用高低作為考量重點。四、人員流動性過大問題，使得各家銀行人員專業度皆無法提升。最後，本研究依據結論提出策略意涵、研究限制與未來研究建議，以供後續研究參考。 Abstract: Customer satisfaction has always been an important subject matter in the service industry. Enterprises in the past have emphasized on the pricing. However, with the competition in the market turning more vigorous, the differences between products are no longer apparent. Quality of the service that comes with the products has become the main factor for customer choice. In recent years, companies have also realized that the customers are the most valuable assets of the business. As for the enterprises, whether or not the customers are content with the products and services provided is the focus of the operation. Consequently, operators have to try and raise customer satisfaction, as well as to understand factors that affect it. At the present, wealth management affairs in the banks in our domestic market have employed financial advisors as the main marketing strategy. Moreover, the banks have attempted to tackle from all directions, in order to increase customer satisfaction. In this investigation, how various aspects relate to customer satisfaction within wealth management affairs in financial industry is appraised; furthermore, combined with viewpoints from past papers, whether or not the business image, quality of service, investment performance, product pricing, and staff professionalism would influence customer satisfaction is discussed. Thus the subjects of this study include VIP customers of wealth management affairs from banks in greater Taipei. Questionnaires and interviews were conducted. After in depth discussion, the following is found: 1. Customer relationships require time to nurture therefore banks’ reputation and sustainability of the operation are of customers’ concerns. 2. As a result of excess competition, software and hardware services that various banks offer do not differ significantly, and have no or little distinction. 3. The lack of distinction leads to customer considerations to be focused on pricing. 4. Soaring staff turnover proofs to be problematic, preventing staff professionalism to be improved in banks. Finally, in accordance with the conclusions, strategic implication, research limitations and suggestions on future researches are stated for prospective studies.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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