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題名:高資產客戶忠誠度大調查:財富管理靠得是專業?還是關係?
書刊名:產業管理評論
作者:楊玉奇廖貽平
出版日期:2014
卷期:6:2
頁次:頁31-47
主題關鍵詞:專業知識關係銷售顧客忠誠度銀行業財富管理
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:12
本文以近年來銀行業重視的財富管理業務為研究對象,探討理財專員的專業知識以及對顧客的關係銷售行為,是否使顧客對銀行和對理專的忠誠度產生不同影響。結果發現,顧客對理專的忠誠度越高時,對銀行的忠誠度未必也高;而且當理專離職時,更可能會升高銀行客戶流失的風險。本研究獲得三項主要結論,其一,多數客戶是基於便利性選擇往來的銀行,但卻會與受指派提供服務的理專多有互動,銀行實際上並未鞏固住顧客關係;其二,若銀行提供的財富管理商品不具相對優勢或差異性,則客戶所購買的其實是與理專之間建立起的關係;其三,銀行應致力發展優勢商品,讓理專藉由銷售優勢商品強化顧客關係,則客戶同步增加對銀行和理專的忠誠度,也降低理專離職帶走客戶的風險。
期刊論文
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圖書
1.Reichheld, Frederick F.、Teal, Thomas(1996)。The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value。Boston:Harvard Business School Press。  new window
2.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。  new window
圖書論文
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3.French, J. R. P. Jr,、Raven, B. H.(1959)。The Bases of Social Power。Studies in Social Power。University of Michigan Press。  new window
 
 
 
 
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