Research on the Relation between Relationship Quality and Customer Satisfaction ─ The Case of Wealth Management

• Main Authors: Chia-pin Chang, 張家彬
• Other Authors: Tai-Hwa Chow
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/g5tc82

碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === Investment and wealth management are more important to customers than before. Bankers make the most of the market of wealth management. Relationship marketing plays an important role in this kind of situation. Relationship marketing is also the key factor of bankers’ differentiation. According to literatures, this paper is to study the effect of “the attributes of investor、the attributes of consultant、relational selling behavior and corporate image” on the relationship quality. Refer to the paper of Morgan and Hunt (1994), the Key Mediating Variables Model describe that “commitment and trust” are the key factors of success in the relationship marketing. So this paper adopts the concept of Key Mediating Variables Model, and uses “commitment and trust” to discover the relationship quality between customers and consultants. This paper also discovers the effect of relationship quality on the customer satisfaction. Study Discovery: The customers’ amount of investment and risk preference are not found to affect relationship quality significant effects. The expertise of the consultant has significant and positive effects on the relationship quality. Contact frequency and disclosure have significant and positive effects on the relationship quality. Corporate image is not found to affect relationship quality significant effects. Relationship quality has significant and positive effects on the customer satisfaction.