碩士 / 國立高雄應用科技大學 / 企業管理系碩士在職專班 / 101 / The implementation of the Master Agent of Offshore Funds System has opened a new chapter to the investment market of mutual funds in Taiwan and has leaded to a thriving business in this field. The options of Offshore Funds investment are various but with high similarities to their features. Consequently, the competitions among the Offshore Funds are be increasingly fierce simultaneously. As Taiwanese Investors are with the characters of great capriciousness and low brand loyalty, the subject of keeping good relationships with customers and building up customers loyalty for sustainable operations has become the first priority to all the fund agents. This study, Offshore Funds as the scope of research, aimed to investigate the effects of customer loyalty based on the application of Brand Equity and Perceived Risk theories. Besides, the further explorations for the influences to investors’ Customer Royalty under the different degree of Involvements were taken. The results will support the Fund Agents to comprehend the Decision Making Behavior of all investors and, consequently, will become the references to Fund Agents for developing the strategies with sustainable competitive edges.
The main survey for this research involved the collection of the cognitive and affective data by personal interview. There are total 308 valid questionnaires collecting from the clients of the Bank of Kaohsiung. Based on the Statistic System of SPSS19.0, the hypotheses were formulated and methodology for testing them was outlined. The empirical results show:
1.Fund dealer can enhance the brand association to reduce investor’s performance risk.
2.Fund dealer can enhance the brand association to consolidate customer’s loyalty.
3.Fund dealer should reduce investor’s risk about the performance of offshore funds to improve the loyalty.
4.The brand association of offshore fund should affect the attitudinal loyalty indirectly by the performance risk.
5.The customer’s involvement of offshore funds will be an interference role base on the brand awareness with the influence on financial risk.
Keywords：Brand Equity, Perceived Risk, Customer Loyalty, Involvement
| Identifer | oai:union.ndltd.org:TW/101KUAS1121005 |
| Date | January 2013 |
| Creators | Shu-Ling Lo, 羅淑齡 |
| Contributors | Jung-Fang Chen, 陳榮方 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 165 |
Page generated in 0.0014 seconds