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題名：消費者對理財專員服務接觸與關係品質之認知--以銀行業為例
書刊名：行銷評論
作者：楊雪蘭 引用關係／陳寶蓮／張如惠
作者(外文)：Yang, Hsueh-lan／Chen, Pao-lien／Zhang, Ru-hui
出版日期：2006
卷期：3:4
頁次：頁447-472
主題關鍵詞：顧客關係管理；服務接觸；關係品質；關係行銷；Customer relationship management；Service encounter；Relationship quality；Relationship marketing
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:11
  • 點閱點閱:36
在過去幾年中，顧客關係管理的研究聚焦於如何提昇顧客的忠誠度和服務品質。而在銀行業中，理財專員服務品質與提升雙方關係的方法變成重要的研究主題。本研究是由理財專員的專業角色及關係銷售行為入手，並透過消費者的關係品質知覺，探討其對銷售效果以及顧客反應可能產生的影響。運用路徑分析後本研究發現，銀行服務供應者可善加利用角色行為的概念，加強溝通效能及人際技巧等各方面的表現，增加顧客的信任與滿意感受，以提高銷售效果。在顧客關係管理上可以提供銀行業變革方向之參考。
In the past several years, the researches of customer relationship management are focused on how to promote customer loyalty and service quality. In banking industry, the service quality of financial consultant and the method of elevating the relationship between customer and financial consultant are important issues. This research is based on the financial consultants' professional role and the relationship selling behavior. Besides, it also probes into the influence that may be caused by selling result and consumer's reaction throughout consumer's relationship quality consciousness. After using the Path Analysis, we found that the bank service supplier could well utilize the concept of role's behavior to strengthen and link up the behavior of various fields, such as efficiency and interpersonal skill and so on and then increased the customer's trust and satisfaction in order to improve the result of selling. The results could point out the revolution direction of banking industry in customer relationship management.
期刊論文
1.Anderson, J. C.、Narus, J. A.(1991)。Partnering as A Focused Market Strategy。California Management Review，33(3)，95-113。  new window
2.Wortzel, R.。New Life Style Determinants of Women's Food Shopping Behavioral。Journal of Marketing，43，28-29。  new window
3.Crane, F. G.、Clarke, T. K.(1988)。The Identification of Evaluative Criteria and Cues Used in Selecting Services。Journal of Services Marketing，2(2)，53-59。  new window
4.Crosby, Lawrence A.、Stephens, Nancy(1987)。Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry。Journal of Marketing Research，24(4)，404-411。  new window
5.Solomon, Michael R.、Surprenant, Carol、Czepiel, John A.、Gutman, Evelyn G.(1985)。A role theory perspective dyadic interactions: The service encounter。Journal of Marketing，49(4)，99-111。  new window
6.Bitner, Mary Jo、Booms, Bernard H.、Tetreault, Mary Stanfield(1990)。The Service Encounter: Diagnosing Favorable & Unfavorable Incidents。Journal of Marketing，54(1)，71-84。  new window
7.Levitt, Theodore(1981)。Marketing intangible products and product intangibles。Harvard Business Review，59(3)，94-102。  new window
8.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
9.Lagace, Rosemary R.、Dahlstrom, Robert、Gassenheimer, Jule B.(1991)。The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry。Journal of Personal Selling and Sales Management，11(4)，39-47。  new window
10.Swan, J. E.、Trawick, I. F.、Silva, D. W.(1985)。How industrial salespeople gain customer trust。Industrial Marketing Management，14(3)，203-211。  new window
11.Zand, Dale E.(1972)。Trust and managerial problem solving。Administrative Science Quarterly，17(2)，229-239。  new window
12.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
會議論文
1.Deutsch, Morton(1962)。Cooperation and trust: Some theoretical notes。University of Nebraska Press。275-320。  new window
研究報告
1.行政院主計處(2004)。政府統計--工商及服務業普查。  延伸查詢new window
學位論文
1.湯一珊(2004)。理財專員專業服務接觸關係品質之實證研究(碩士論文)。東吳大學。  延伸查詢new window
2.Gardner, C. A.(1987)。The Marketing Implications of the Relationship between Role Expectation and Consumer Satisfaction in Professional Services Encounter(博士論文)。The George Washington University。  new window
3.趙韶丰(2001)。服務接觸滿意關鍵因素之研究--餐飲業之例(碩士論文)。國立中山大學。  延伸查詢new window
4.曹瓊文(2000)。專業服務接觸、實體環境線索、性別刻板印象與顧客反應關係之研究--以牙科醫病互動性服務為例(碩士論文)。國立成功大學。  延伸查詢new window
5.關復勇(1998)。專業服務接觸互動行銷中關係品質知覺之研究--以護理人員與病患間關係爲例(博士論文)。國立中山大學，高雄市。new window  延伸查詢new window
圖書
1.Axelrod, R.(1984)。The Evolutions of Cooperation。New York：Basic books, INC.。  new window
2.Berry, L. L.、Parasuraman, A.、Zeithaml, V. A.(1991)。Marketing Services: Competing through Quality。New York：The Free Press。  new window
3.Jackson, Barbara B.(1985)。Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships。Lexington, MA：D. C. Heath and Company。  new window
4.葛樹人(1996)。心理測驗學。臺北：桂冠圖書公司。  延伸查詢new window
5.周文賢(2002)。多變量統計分析：SAS/STAT使用方法。智勝文化事業有限公司。  延伸查詢new window
6.Blau, Peter Michael(1964)。Exchange and Power in Social Life。John Wiley & Sons, Inc.。  new window
7.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
其他
1.(2006)。網路教學--理財專員定義，http://www.sunny.org.tw/fin/teach/teach66.htm。  延伸查詢new window
圖書論文
1.Kellerman, K.(1987)。Information Exchange in Social Interaction。Interpersonal Processes: New Directions in Communication Research。London：Sage Publications, Inc.。  new window
2.Berry, Leonard L.(1983)。Relationship marketing。Emerging Perspectives on Services Marketing。Chicago, Illinois：American Marketing Association。  new window
 
 
 
 
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