由消費者行為分析建構銀行整合性行銷 : 以X個案銀行為例

淡江大學機構典藏 > 商管學院 > 財務金融學系暨研究所 > 學位論文 > Item 987654321/87193

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题名:	由消費者行為分析建構銀行整合性行銷 : 以X個案銀行為例
其它题名:	Constructing the banking integrated marketing through consumer behavior analysis : case study of X-bank
作者:	張玉芳;Chang, Yu-Fang
贡献者:	淡江大學財務金融學系碩士在職專班李沃牆;Lee, Wo-Chiang
关键词:	財富管理;品牌形象;服務品質;知覺價格;顧客滿意度;wealth management;Brand Image;Service Quality;perceived price;Customer Satisfaction
日期:	2012
上传时间:	2013-04-13 10:50:25 (UTC+8)
摘要:	本文以國內某個案銀行為例，進行顧客財富管理調查，藉此瞭解該行顧客對財富管理的投資資訊來源、投資屬性、風險承受程度及獲利情形。同時，也得知顧客對該行財富管理服務的滿意度。在品牌形象、服務品質、知覺價格與顧客滿意度的關係檢定中，本文的檢定結果一致性地發現：H1:品牌形象與顧客滿意度有顯著的正向關係、H2:服務品質與顧客滿意度有顯著的正向關係。H3:品牌形象與服務品質有顯著的正向關係。H4:知覺價格對顧客滿意度有顯著的正向關係。H5:顧客的滿意度對顧客忠誠度有顯著的正向關係。這結果有助於該行未來在財富管理業務推展及銀行整合性行銷的建構。 This study investigate the customer wealth management and understand the source of investment information, investment attribute and risk tolerance and profit-making based on a case study of X-bank. In addition, we also can understand the customer satisfaction of wealth management service. The results of the hypothesis test between brand image, service quality ,perceived price and customer satisfaction show consistently that H1: There is a positive relationship between brand image and customer satisfaction. H2: There is a positive relationship between service quality and customer satisfaction. H3: There is a positive relationship between brand image and service quality. H4: There is a positive relationship between perceived price and customer satisfaction. H5: There is a positive relationship between customer satisfaction and customer loyalty. In sum, this results will be helpful the case bank for developing wealth management and constructing the integrated marketing strategies.
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