Investment and wealth management are more important to customers than before.
Bankers make the most of the market of wealth management. Relationship marketing
plays an important role in this kind of situation. Relationship marketing is also the key
factor of bankers¡¦ differentiation.
According to literatures, this paper is to study the effect of ¡§the attributes of
investor¡Bthe attributes of consultant¡Brelational selling behavior and corporate image¡¨
on the relationship quality. Refer to the paper of Morgan and Hunt (1994), the Key
Mediating Variables Model describe that ¡§commitment and trust¡¨ are the key factors
of success in the relationship marketing. So this paper adopts the concept of Key
Mediating Variables Model, and uses ¡§commitment and trust¡¨ to discover the
relationship quality between customers and consultants. This paper also discovers the
effect of relationship quality on the customer satisfaction.
Study Discovery: The customers¡¦ amount of investment and risk preference are
not found to affect relationship quality significant effects. The expertise of the
consultant has significant and positive effects on the relationship quality. Contact
frequency and disclosure have significant and positive effects on the relationship
quality. Corporate image is not found to affect relationship quality significant effects.
Relationship quality has significant and positive effects on the customer satisfaction.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626108-103809 |
| Date | 26 June 2008 |
| Creators | Chang, Chia-pin |
| Contributors | Tai-Hwa Chow, Fu-Yann Duh, Hueimei Liang, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626108-103809 |
| Rights | not_available, Copyright information available at source archive |
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