個人信任與公司忠誠之關聯性探討:以銀行理財專員為例楊聰博、陳建文

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個人信任與公司忠誠之關聯性探討:以銀行理財專員為例楊聰博、陳建文

摘要

隨著國民所得的提高，國人對投資理財的風氣日益盛行，在銀行強調顧客終身價值，獲取長期手續費收入的目標下，財富管理市場已成為銀行業的必爭之地。理財專員在財富管理市場中，擔任相當重要的開拓者角色，不僅要發掘客戶，更要為客戶做好理財規劃，達成銀行交付的使命。但在激烈競爭的金融環境中，理財專員如何脫穎而出？唯有做好關係行銷，取得顧客的長期信任，才能獲得顧客忠誠，為自己及銀行謀取更大的利益。本研究以關係行銷理論為基礎，藉由文獻的蒐集與彙整，探討顧客對理財專員個人信任的影響因素，同時透過問卷資料分析，了解顧客對理財專員的信任與個人忠誠、銀行忠誠的關聯性。研究結果顯示，「知識資產專屬」為顧客對理財專員個人信任的最大影響因素，其次為顧客與理財專員間的「互動往來頻率」，而「財富秘密溝通」之影響效果不顯著。此外，「顧客對理財專員的信任」對「顧客對理財專員的個人忠誠」與「顧客對理財專員所屬銀行忠誠」皆有正向影響；而「顧客對理財專員的個人忠誠」對「顧客對理財專員所屬銀行忠誠」亦有顯著影響，此可說明顧客對理財專員的個人忠誠，會因移情作用而移轉至對銀行的忠誠。最後，本研究針對結論提出實務上的建議，企盼作為銀行業者推行理財專員政策時的參考。

關鍵詞 : 關係行銷、信任、個人忠誠、公司忠誠

簽名頁授權書 iii 中文摘要 v 英文摘要 vi 誌謝 viii 目錄 ix 圖目錄 xiii 表目錄 xiv 第一章緒論 1 1.1 研究背景 1 1.2 研究動機 2 1.3 研究目的 2 1.4 研究流程 3 1.5 研究範圍與限制 5 1.6 論文架構 5 第二章文獻探討 7 2.1 財富管理相關文獻 7 2.1.1 個人財富管理之理論 8 2.1.2理財規劃服務 10 2.1.3理財業務未來發展 12 2.2 關係行銷相關文獻 15 2.2.1 關銷行銷之定義 15 2.2.2 關係行銷之利益 17 2.2.3 關係行銷之觀念性模型 19 2.3 信任相關文獻 22 2.3.1 信任之定義 23 2.3.2 信任之影響因素 25 2.4 忠誠相關理論 30 2.4.1 顧客忠誠度的定義 32 2.4.2 顧客忠誠度之衡量 35 2.4.3個人信任與個人忠誠之關係 38 2.4.4 個人信任與公司忠誠之關係 39 2.4.5個人忠誠與公司忠誠之關係 40 第三章研究方法 43 3.1 研究對象 43 3.2 統計與分析方法 43 3.2.1 敘述統計分析 44 3.2.2 因素分析 44 3.2.3 信度分析 45 3.2.4 路徑分析 45 3.3 變數之操作化定義 46 3.3.1 自變數 46 3.3.2 中介變數 46 3.3.3 應變數 47 3.4 問卷發放與前測分析結果 48 3.4.1預試之信度及效度分析 48 3.4.2預試之因素分析 49 第四章研究結果分析 52 4.1 樣本資料分析 52 4.2信度分析與因素分析 54 4.3 研究模型與假說 56 4.3.1顧客對理財專員個人信任之影響因素 57 4.3.2 顧客對理財專員個人信任與顧客對理財專員個人忠誠之關係 58 4.3.3 顧客對理財專員個人信任與顧客對理財專員所屬銀行忠誠之關係 59 4.3.4 顧客對理財專員個人忠誠與顧客對銀行忠誠之關係 60 4.4 研究模型之路徑分析 61 4.5 研究假說結果 66 第五章結論與建議 69 5.1 研究結論與發現 69 5.1.1 顧客對理財專員個人信任之衡量構面 69 5.1.2 顧客對理財專員個人信任與忠誠度之關係 70 5.2 實務上的建議 71 5.2.1 提高理財專員專業知識，轉化成為顧客專屬資產 72 5.2.2 理財專員應與顧客密切互動，貼近顧客需求 73 5.2.3 重視關係品質，推展關係行銷 74 5.2.4 重視理財專員績效考評 74 5.2.5 小結 75 5.3 未來研究建議 76 參考文獻 78 附錄一前測問卷 89 附錄二正式問卷 93

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個人信任與公司忠誠之關聯性探討:以銀行理財專員為例 楊聰博、陳建文