關係品質在銀行業應用的前因及結果__臺灣人文及社會科學引文索引資料庫

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題名：	關係品質在銀行業應用的前因及結果
書刊名：	行銷評論
作者：	林南宏／陳慧娟／吳心怡／廖婉芬
作者(外文)：	Lin, Nan-hong／Chen, Hui-chuan／Wu, Hsin-yi／Liao, Wan-fen
出版日期：	2011
卷期：	8:1
頁次：	頁91-123
主題關鍵詞：	關係銷售行為；銷售人員特性；關係品質；顧客保留；Relationship selling behavior；Salesperson characteristics；Relationship quality；Customer retention
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:27

金融業者爲保有其競爭優勢就必須不斷地創造高品質的服務，並與顧客維持長期的互惠關係，藉由妥善的顧客關係管理來保留住顧客。因此，建立一個可應用於金融業的關係品質整合性架構有助於業者簡化其實務上的實施程序。臺灣地區的銀行業所從事的理財業務，其銷售人員必須與顧客培養長期關係，以利業務的推動，在性質上最符合本研究的背景條件。因此，本研究以臺灣地區需與各家銀行從事金融理財行爲的顧客群做爲研究對象，而抽樣的銀行家數則以台北市某私立大學碩專班中服務於銀行業的6名學生所工作的不同金融機構爲主。在一個多月的期間內共回收450份問卷，其中有效問卷315份。爲了瞭解各變數間的因果關係，AMOS 7.0被採用來進行結構方程模式分析。研究結果顯示關係銷售行爲中的互動強度、相互揭露及合作意願對關係品質都有正向影響，而銷售人員特性中的專業知識對關係品質也有正向影響，雖然相似性對關係品質的影響不顯著。本研究認爲相似性只適用於銷售人員與顧客短期的銷售關係或是單一的交易行爲，不適用於長期的關係維繫，所以兩者間的相似性未能顯著影響關係品質。最後，關係品質對顧客保留亦有正向影響。

以文找文

To maintain the competitive advantage, financial institutions must keep creating high quality services, maintaining long-term mutually beneficial relationship with customers, and retaining customers through appropriate customer relationship management. Thus, establishing an integrated framework of relationship quality that can be applied to the banking industry helps the operators in simplifying the implementation process. While engaged in financial services, financial specialists in Taiwan's banking institutions need to cultivate long-term relationships with customers in order to push the business, a need that tallies with the background of this study. Thus, the regular customers engaged in financial activities in Taiwan's banks were taken as the research subjects. The local banks sampled in the study were employers of six EMBA students who helped carry out the survey. Of the 450 questionnaires returned, 315 were found valid. To understand the causal relationship among the variables, AMOS 7.0 was used for analysis based on Structural Equation Modelling. The results show that the interaction intensity, mutual disclosure, and cooperative intention of relationship selling behavior have positive effects on relationship quality. Service domain expertise as a salesperson's characteristic has a positive effect on relationship quality, but similarity does not. This study presumes that in terms of sales relationships similarity works only in the short term or a single transaction between salespersons and customers, not in long-term contexts, so the similarity between the two parties does not significantly affect relationship quality. Finally, relationship quality has a positive effect on customer retention as well.

以文找文

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圖書論文
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