Exploring the Introduction and Marketing of New Financial Products with the Service Triangle.

• Main Authors: Chen Chiu Chin, 陳秋金
• Other Authors: Chen Hui Mei Ph.D.
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/16495012024973566696

碩士 === 國立嘉義大學 === 管理研究所 === 95 === Abstract The purpose of this research is to explore the introduction and marketing of new financial products with service triangle, the securities corporations apply internal marketing to securities salesmen and if it can satisfy their demand. The securities corporations apply resource to support investors to invest new financial products and if it can satisfy their demand and then create satisfied service. This research is using the questionnaire survey, chooses the securities salesmen in securities corporations and the investors of new financial products as the research objects. The results of this research are: First, internal marketing of securities corporations has the significantly positive relationship with the thinking of employees for investors. Second, external marketing of securities corporations has not the significantly relationship with the interactive marketing for investors. Third, in internal marketing, “the support of securities corporations and service quality of securities salesmen” has the significantly positive relationship with the external marketing”the satisfaction degree of the investors”. Fourth,“the method of securities corporations to increase sales volume" in internal marketing has the significantly positive with the external marketing “the behavior of the investors". Finally, make some commendations and conclusions by this study results, and be able to as reference or suggestions to the securities corporations and future researchers. Key words: service triangle; internal marketing; external marketing