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    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33490

    題名: 影響投資人對銀行「個人財富管理」業務顧客忠誠度相關因素之研究 : 從信任關係矩陣切入
    其他題名: The influential factors of customers' loyalty on bank's wealth management business : from the viewpoint of trust relation matrix
    影響投資人對銀行個人財富管理業務顧客忠誠度相關因素之研究 : 從信任關係矩陣切入
    作者: 何苔麗;Ho, Tai-li
    貢獻者: 淡江大學企業管理學系碩士在職專班
    洪英正;Hung, Ying-cheng
    關鍵詞: 財富管理;顧客知覺支持;銷售人員屬性;企業形象;信任關係矩陣;顧客忠誠度;wealth management;perceived support for customer;salesperson attributes;corporate image;trusting relationship matrix;customer loyalty
    日期: 2006
    上傳時間: 2010-01-11 04:11:57 (UTC+8)
    摘要: 近年來我國的銀行業已將策略從傳統「存放利差」轉向「手續費收入」上,所以個人財富管理業務日益受到重視。
    The banks have shifted business strategy from traditional ”interest income” to “commission income” in recent years. This is the reason why wealth management is getting more and more important.
    With respect of the different literatures review and discussion, although there are a few researches specializing on wealth management, there are very few researches studying on the variables of the characteristics of investors, perceived support by customers and corporate image of the bank. Mostly, there are rare researches specializing on the trust between the investors and their financial consultants which use a relationship matrix to carry on the research. This research thus constructs a trusting relationship matrix with two surfaces which are emotional relationship and instrument relationship, and are named as “reciprocal type trust”, “favorable type trust”, “institutional type trust” and “nominal type trust”. This research stipulates how different variables influence the aforesaid four types of trusts in order to understand investors’ psychological processes for trusting personal banking and further understand how trusting relationship matrix influences customers'' loyalties.
    This research is based on the draw samples from investors in Taipei city/county who have been provided with “personal banking business ” from their financial consultants. The effective returned samples are 560 which pertains to 22 banks. After analyzing the real examples of the questionnaire, we have the following significant discoveries:

    1.Except for being internal and external control, the customers’ perceived bank’s support for customer, the similarity with the financial consultant, professional knowledge and corporate image of the bank significantly influence their trusting relationship with their financial consultants .
    2.Customer''s trusting matrix have significant influence on their loyalties to the bank which “reciprocal type trust” ranks highest, followed by “institutional type trust”, “favorable type trust”; “nominal type trust” has the lowest.
    3.Some variables in demography and the experience of wealth management will influence trusting relationship matrix and customer''s loyalties.
    顯示於類別:[企業管理學系暨研究所] 學位論文


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