理財人員專業能力、顧客滿意對顧客知覺風險影響之研究--兼論企業可信度之干擾效果_

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題名：	理財人員專業能力、顧客滿意對顧客知覺風險影響之研究--兼論企業可信度之干擾效果
書刊名：	會計與財金研究
作者：	梁榮輝／周文玲／謝茵如
作者(外文)：	Liang, Jung-hui／Chou, Wen-ling／Hsieh, Yin-ru
出版日期：	2010
卷期：	3:1
頁次：	頁1-15
主題關鍵詞：	理財人員；專業能力；顧客知覺風險；顧客滿意度；企業可信度；Financial advisor；Expertise；Customer perceived risk；Customer satisfaction；Corporate credibility
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:42

購買金融商品之風險一直受到一般大眾之重視，在購買金融商品之過程中，顧客知覺風險將會影響顧客購買決策。理財人員之專業能力，可能會影響顧客之滿意，進而影響顧客之知覺風險。此外，顧客本身所知覺企業之可信度，可能對於理財人員專業與顧客滿意之影響造成干擾。因此，本研究旨在建立理財人員專業能力、顧客滿意與顧客知覺風險關係之模式，並探討企業之可信度之干擾效果。本研究採取問卷調查法，共計發出問卷320份，回收258份有效問卷。研究結果發現，理財人員專業能力程度愈高，會提高顧客被服務時之知覺滿意度，進而降低顧客知覺風險；此外，企業之可信度對於理財人員專業能力與顧客滿意之間的關係會有干擾效果，而且是顯著正向之干擾。

以文找文

The perceived risk of purchasing financial products is always caught by consumers. In the purchasing process, products are recommended by financial advisors and the customer perceived risk will affect customer purchasing decisions. Within related personal characteristics, the expertise of the financial advisor will influence customer satisfaction and go on to affect the customer perceived risk. In addition, the customer perceived corporate credibility will moderate the relationship between financial advisor and customer satisfaction. Therefore, the research is aimed at establishing a relationship model on the expertise of financial advisor, the customer satisfaction and customer perceived risk, and the moderating effects from corporate credibility. The study uses the survey method and issued 320 questionnaires, and 258 of which were completed. The results discover that the higher the expertise of the financial advisor, then the higher customer perceived satisfaction and reduction of customer perceived risk. Also, corporate credibility will positively moderate the relationship between the expertise of financial advisor and customer satisfaction.

以文找文

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其他
1.	Alexander, G. J., Jones, J. D. and Nigro, P. J.,(1996)。Report of the OCC/SEC survey of mutual fond Investors。
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