| Summary: | 碩士 === 國立臺北大學 === 國際財務金融碩士在職專班 === 94 === In the last few years, Taiwan face local economic environment growth slowly and loss risk control management in financial banking market problem. Add on more the local financial market in Taiwan had existed over competition for a long time, the most local banks suffered huge loss of bad loan in the last decade, About the foreign banks in Taiwan only suffer little impact for huge loan and in coverable business debit, because major business focus on personal consumer loan and personal financial investment. That’s why local bank adjusted banking sales manager direction by financial holding company integration since 2000. So local bank began learn and revolute business direction by the growth experience example from foreign bank of consumer banking business. To reset up business focus on personal consumer business and personal financial investment business. Because local bank still too focus on high interest margin by loan product business, even local bank and holding group adjusted cross business form 2000 to the first half-year in 2005. Local banks still happen too rely on high margin product, credit operation risk loss control and over competitive in personal loan to cause the consumer behavior miss and over expanding credit in personal consumer market. From 2005 to 2006, local consumer market create over consumer spending and credit expanding to cause social moral change and in coverable debit to damager all the personal consumer banking business in Taiwan. So each bank holding company adjust new management direction to focus on wealth management center and aggressive to build up in each important branches, in an attempt to increase business revenue.
Base on wealth management business management and development style, local bank rely on expanding overseas private banking experience to research how to enforce customer relationship focus and evaluate manage business performance. Actually the marketing thesis of customer relationship management already make up the common interesting subject by the scholar and industry, the subject purpose was build up, develop and maintain the long term benefit relationship. This study research purpose are focus on customer relationship management points and customer’s self side to discuss wealth management customers self recognition and understand, satisfaction, trust, commitment, and to explore their influences on customers’ future intentions. Based on the Relationship Effects Model of Crosby and Stephens（1987）, overall satisfaction is a function of satisfaction with the contact persons, satisfaction with core service, and satisfaction on the institution. So this study is the first employs a Crosby and Stephens（1987） three satisfaction components in an attempt to construct a successful model of the banks ' wealth management service, at the same time we add on two more trust relationship factors of institution and financial products to clarify customer satisfaction key factors and possible focus. These satisfaction components are not yet discussed by researchers in the field of banks’ wealth management service in Taiwan.
Rely on the successful questionnaire survey of 253 VIP customers in several banks’ wealth management service departments in Great Taipei area, analysis results reveal that the two components of customers self recognition and expectation to contact persons and financial products are significantly; the three components of satisfaction influence trust and commitment significantly, which significantly affect both customers’ referral and their propensity to leave. We also support that trust and commitment are two keys mediating constructs in this research. Although this study is simply exploratory in nature, it should have some contributions for relationship marketing research. Finally some of the implications of these findings and directions for future research have been presented.
Keyword: Trust, Commitment, Satisfaction, Customer Relationship Management, Private Banking, Wealth Management Center.
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