| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 93 === A Study on the relationships between financial advisors’ perceived quota difficulty, customer orientation, job satisfaction and turnover intention- Using Kaohsiung area wealth management banking sector as an example
Abstract:
In retrospect over the changes of past few decades, service industry has gradually become the largest industry in Taiwan and wealth management banking services has become the most desired financial services over the past few years. Despite that wealth management service has already been in existence in the western world for a long period of time, it is still in its infant stage for the domestic banking sector. In the face of fierce competition, gaining highest profit with lowest risk has been the objective of every bank in Taiwan. How to strengthen the service quality, enhance productivity and retain qualified financial advisor has been financial players’ utmost goal. Thus, this study aims to study the relationships between financial advisors’ perceived quota difficulty, customer orientation, job satisfaction and turnover intention.
This research utilizes questionnaire study method and using SPSS for Windows as the tool to conduct statistical analysis, including reliability test, descriptive analysis, ANOVA test, correlation and regression analysis. The research findings are as follow:
1. There has been partial significant difference for individual variables’ with respect to their perceived quota difficulty, customer orientation, job satisfaction and turnover intention
2. There are significant negative correlations between financial advisors’ perceived quota difficulty and customer orientation as well as job satisfaction.
3. There are significant positive correlations between financial advisors’ perceived quota difficulty and turnover intention.
4. There are significant positive correlations between financial advisors’ customer orientation and job satisfaction.
5. There are significant negative correlations between financial advisors’ customer orientation and turnover intention.
6. There was no significant evidence of mediation for customer orientation with respect to perceived quota difficulty and job satisfaction.
Given the research results, the financial institutions should seriously look into setting up a reasonable sales quota while simultaneously stress the importance of customer oriented service. The human resources department should establish a comprehensive and thorough benefit policy and training program to enhance employee job satisfaction and reduce turnover intention. On balance, customers and employees are the two most valuable assets for a firm. Only happy employees and excellent service quality can create utmost value and profit for a firm.
Key words: wealth management, salespeople (financial advisor), perceived quota difficulty, customer orientation, job satisfaction, turnover intention.
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