| 摘要: | 近年來金融市場因國際化與自由化之影響，競爭日益白熱化，銀行行員的工作價值觀常變成爭議和衝突的來源。以理財專員（以下簡稱理專）而言，倫理原則之所以難以適從，是因為理財專員在接受訓練時公司強調的是以客為尊、滿足客戶之需要，然而銀行對理專之績效評估卻多以銷售額為主要考量因素，為達成高績效的目標，常會做出不倫裡的行為，一旦倫理困境頻繁出現或複雜度增加，但卻又無法適切解決時，很可能會造成理專心灰意冷、意興闌珊，造成怠職、離職，不僅會增加銀行招募和訓練之成本外，對企業形象與經營績效也將造成負面的影響。
國內針對新興行業「理財專員」探討之研究不多，縱有零星之研究也僅止於理專工作之績效評估、關係行銷等銷售面之問題為主，尚鮮見對理財專員專業倫理與職業道德之探討；由於長期以來，倫理問題一直被國內金融業界所忽視，縱使有些銀行已體認到倫理的重要性，但往往在業績的考量下，行員的職業道德常被有意無意地忽略。
本研究之旨趣在探討理專常遭遇到倫理困境類型是什麼？當下的反應又是什麼？又是什麼因素導致此一困境之發生呢？本研究之研究議題有四：
一、強調理專倫理觀的重要性
二、探討目前銀行理專倫理現況及其困境
三、探討影響理專倫理行為之因素
四、探索理專陷入倫理困境時，對理財客戶所建議之投資方案為何
由於「困境」是一種認知、感受，很難以數字精確的表達其程度，故本研究以質性研究之方式，對公、民營及外商銀行經驗豐富之理專做書面問卷及深度訪談，試圖探索銀行理專之倫理困境及其前因後果，冀望能幫助理專在處理複雜的金融交易而面臨倫理困境時，能在公司、客戶及自身立場間取得平衡，尤其是在各方論述都有其正當性或立足點卻需取決其一時，也就是倫理學上常遇到的所謂「進退兩難」的困境時。
本研究冀望透過探索性研究達成下列三項研究目的:
一、瞭解理專常面臨之倫理困境
二、瞭解影響理專倫理行為之因素
三、瞭解理專在倫理困境下所採取之決策
本研究之研究結果：
一、根據訪談資料初步分析發現，影響理專倫理行為之因素，在個人方面，個人道德認知發展階段、人格特質等因素；組織方面，組織倫理氣候、績效評估、主管領導風格；環境方面，市場競爭強度、市場景氣榮枯等因素皆會影響理專之倫理行為。
二、經質化研究歸納、整理出理專常面臨以下幾種倫理困境，最小經營責任觀、最大銷售利潤觀、資訊不對稱觀、業務權宜觀、專業認知差異觀、目標衝突觀及專業承諾觀等七種困境。
三、理專認為在倫理困境下，唯有以客戶利益為優先考量之決策，才能獲得客戶、組織及理專之三贏。
本研究根據研究結果分從五部份進行有意義之命題推導，共推導出二十個研究命題，供後進學者在對銀行理專倫理困境方面研究之引用。以下列舉八個具有代表性之命題。
命題：內控人格特質的理專發生倫理困境較少
命題：競爭強度越大，理專的困境發生頻率越高
命題：銀行理專在面對客戶賠錢時，不論自己有無過失，會經驗到需要負責之倫理困境：
1.在善盡告知風險之義務時，仍需負擔道義責任
2.在客戶採取抗爭行動時，銀行常採理賠行為
命題：理專對於銀行主打之商品，不論好壞，都會全力去推展，但是當組織利益客戶利益和理專利益衝突時，理專仍會以客戶的利益為優先
命題：理專面臨倫理困境時所作之決策通常先傾向客戶的利益
命題：女性客戶較常發生倫理困境
命題：略曾有過投資經驗之客戶，越容易發生倫理問題
命題：金融商品越多重包裝、越複雜，隱含的手續費越高，對銀行貢獻度也越高，也越易產生困境
Due to the internationalization and deregulation, the competition in the financial market has been fierce in recent years. The work value of bank employees has often become the source of controversy and conflict. Financial consultants having difficulties in compliance with the code of ethics is because most banks evaluate their financial consultant’s performance mainly based on sales figures, even though the company training emphasizes on customer satisfaction. The code of ethics is easily being violated when financial consultants are trying to reach a high sales target. Once the difficulty and complexity in dealing with ethical issues increase and there is no solution for it, the financial consultants may feel frustrated so as to setback and even resign. The situation not only increases the bank’s recruiting and training costs, but also creates adverse impacts on corporate image and operation performance.
There is not much research on the emerging profession “financial consultant” in Taiwan. A few studies focus only on the aspect of sales or behaviors, such as performance assessment of financial consultants or relationship marketing. The issues in relation to financial consultant’s code of ethics and professional morality are seldom addressed. In fact, the ethical issue has been long ignored in the financial industry. Even though some banks have realized the importance in compliance with the ethical code, the ethics of these professions are intentionally or inadvertently neglected under sales considerations.
The intention of this research is to investigate what types of the ethical dilemma that financial consultants often encounter, what their reactions are on the spot, and what factors cause the dilemma. The four topics in the research are as follows:
1. Emphasize the importance of the code of ethics toward financial consultants
2. Discuss the financial consultant’s current situation and dilemma of dealing with the code of ethics
3. Identify the factors that influence financial consultants’ ethical behaviors
4. Explore what investment suggestions are proposed to customers when financial consultants have ethical dilemmas
It is difficult to quantify “dilemma” as it is a kind of perception and feeling. Thus, the qualitative research method is used in this research to examine financial consultant’s dilemma and the cause and effect regarding to ethical issues. The questionnaires are employed and interviews with senior financial consultants are conducted at the public, private and foreign banks. The research is expected to assist financial consultants to reach a interest among banks, customers and themselves when facing ethical dilemmas in processing complicated financial transactions, especially in a so-called “dilemma” when each party has its own justification and standpoint.
This research is aimed to achieve the following three purposes through exploratory study:
1.Understand the ethical dilemmas often faced by most of financial consultants
2.Understand the factors influencing financial consultants’ behaviors
3.Understand financial consultants’ ways of decision making under ethical dilemmas
The results of this research:
1.Based on the interview information, the preliminary analysis indicates that factors influence financial consultants’ behaviors including personal factors: the philosophy of moral development and personality traits; organizational factors: organizational ethical climate,
Performance assessment and leadership style; and environmental factors: market competition and economic situation.
2.By qualitative research, the ethical dilemmas often faced by financial consultants are summarized as following seven dilemmas: minimum operation liability oncept,maximum profitability concept, information asymmetry concept, business balance concept,professional perception difference concept, target conflict concept and professional commitment concept.
3.When in ethical dilemmas, the financial consultant considers only the decision-making giving priority to customer’s interest will then reach a state of win-win among customers, organizations and financial consultants.
Twenty propositions are deduced from meaningful propositions in the five sections of the research results for future research in the field of financial consultants’ ethical dilemmas. The more important propositions are as follows:
Proposition : Financial consultants with internal-control personality trait seldom incur ethical dilemmas.
Proposition : The stronger competition intensity is, the higher frequency of ethical dilemma happen to financial consultants.
Proposition : When the customer is losing money,regardless whether it is financial consultant''s fault or not,financial consultants would experience the following ethical dilemmas related to responsibilities.
(1) Financial consultants should inform customers about the risk and bear the morality responsibility at the same time.
(2) When customers are acting against the bank, banks often indemnify customers for the loss.
Proposition : No matter the main product is good or bad, financial consultants do their best to promote the products. But when organizations, customers and financial consultants’ interest are in conflict, financial consultants still give top priority to customer’s interest.
Proposition : When financial consultants face ethical dilemmas, their decision-making often inclines to customer’s interest.
Proposition : The ethical dilemmas often happen to female customers.
Proposition : It is easier for customers having some investment experiences to experience ethical dilemmas.
Proposition : The highly commercial and complex financial products carry higher hidden service charges whereby would contribute more to banks and also cause additional ethical dilemmas. |
