| Summary: | 碩士 === 國立高雄第一科技大學 === 金融營運所 === 93 === The “Group of Setting Up Stock Market” was founded by Ministry of Economic Affairs, ROC since March 1959. At the same time, the first securities company was established on May 15 1959. Finally, by the year of 1988, the government accepted the first application of setting up a securities company. Since then many securities companies were setting up, they just liked the mushroom of bamboo shoots after a spring rain. Working at the securities company as a salesman was kind of a great job at that time. But on the latter half of the year 2000, the value of stock transaction went down widely. Their income profit was lower obviously than before. In the mean while, they faced again the impact of global continuous economic recession and the stock market of USA dropped off again on the beginning of 2001. After that, the value of domestic stock transaction went down again on March 2001. They faced again the serious impact of income profit. The environment of securities business and their salesman was changing gradually.
The phenomenon of personal resignation or dumping on another same business has been existing for a long time and bringing the unstable situation to the business organization. However, the “salesman” is the most important operating resource for the securities company. They are the key person who at the first line to deal with customers. Therefore, they influenced whether business can make profit or not. Even so, since the Holdings started on the end of 2001, more and more the securities salesman jumped on another same business. Especially, whole group of securities salesman’s dumping damaged the company’s operation. Furthermore, an abnormal turnover rate not only lower service quality to customer, but also result in higher recruit cost. The objective of this research is to find out how to decrease the salesman’s will for jumping on another same business.
The study is constructed by factors which are from the theory of planned behavior: An Attitude Toward the Behavior (AT); Subjective Norm (SN); Perceived Behavioral Control (PBC). Furthermore, related reference and factor of Emotion (EM) are included and setup two case studies. In this subject we investigate the securities salesman by questionnaire and study the remarkable factors of influence and remarkable interaction between factors.
Based on the results of study, we found in case (I), Subjective Norm (SN)) and Attitude toward the Behavior (AT) remarkably influence the disposition of turnover behavior, and disposition of turnover behavior remarkably influence the actual turnover behavior; in case (2), four factors reveal no remarkable influence on disposition of turnover behavior, but disposition of turnover behavior remarkably influence the actual turnover behavior. This study will provide suggestions to the business of securities and salesman and expect the securities business toward more institutionalize operation and create the win-win situation between securities companies and salesman. when facing the transformed process of securities environment.
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