The Study of Brand Equity, Staff Expertise, Relationship Quality, Satisfaction and Loyalty in the Wealth Managemant in Taipei－Perceived Risk as Moderator
| Autor: | Li-Min Lai, 賴莉敏 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Wealth management is more than just asset management. The soft power of bank and finance commissioners, besides their expertise, should be trained and emphasized, such as how external staff gain an insight into customers’ degree of perceived risks and the influence of the bank‘s brand equity, the expertise of internal wealth management staff, how to cautiously use marketing skills to establish stable long-term relationships with customers, how to enhance customer satisfaction and loyalty through high-quality services, and comprehensive financial plans for customers. In addition to providing commodity related information, customer relations should be cultivated to boost customers’ confidence in bank operations, thereby achieving the true purpose of wealth management and creating win-win situations, thus the research motivation arising from the above. In sample selection, wealth management customers in Taipei area were adopted as research participants. The questionnaires administered by mail were adopted. A total of 400 copies were distributed, and 400 copies were recovered. Nine invalid copies were eliminated, and he utilization rate accounted for 97.5% or 391 valid samples. Findings show that brand equity had a predominantly significant and positive impact on customer satisfaction. In terms of the impact of brand equity on customer satisfaction, “exclusive bank assets” had the greatest importance, followed by “customers’ perceive quality” and “bank brand awareness”; in terms of staff expertise, “professional attitude” and “professional knowledge” provided were more conducive to the enhancement of customer satisfaction; as for relationship quality, only consumers’ feelings of “well worth the value” and “trust” had a significantly positive impact on customer satisfaction; in terms of relationship quality on customer loyalty, trust and satisfaction towards relationship quality had a certain impact on customer loyalty. In particular, in word-of-mouth recommendations for promoting customers’ purchase intention, consumers needed to demonstrate a strong sense of trust towards the bank to enhance customer loyalty; as for customer satisfaction and customer loyalty, customer satisfaction had a significantly positive impact on customer loyalty. Specifically, customers’ degree of satisfaction towards corporate image and staff quality are conducive to the enhancement of customer loyalty; as for whether or not perceived risks possesses moderating effects, perceived risks indicated positive moderating effects. That is, when the bank’s customers possess higher customer satisfaction, customers are prone to interferences of varied degrees from financial management related commodity risks. When consumers’ perceived risks are high, even in the presence of enhanced customer satisfaction, relatedness is seen as far as the effect on loyalty is concerned. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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