| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === The system of banking in Taiwan has a problem which competes excessively for a long time. Especially in the last few years domestic prosperous is not good enough. Almost every local bank which makes the loan business traditionally has suffered huge loss of bad loan. With the pluralism of the financial services and goods, and for seeks other stable and non-risk profit origins. Financial management becomes the main battlefield that the banks drop into actively in recent years. In the face of lasting high competition pressure under same trade, and customer''s knowledge and experience in financial management field improve fast. The banks need to incessant weed through the old to bring forth the new in the product and service to meet the customer''s different needs, to attract and stabilize the new and old customers by this, and become to be the loyal customers of the bank finally.
Facing the various customer''s demands, it is a kind of feasible strategy to adopt the method of customization. This research studies something by using customized innovation in financial management to understand the agent relationship quality between customer and the bank when the customer experienced the different customized innovation''s model in service, and further the agent relationship outcome. At the same time this research joins customer''s ( as the principal) the attribute of the accepting degree to innovation. It is made a moderating variable between the customized innovation in service and the agent relationship quality. About adopts which the model of customized innovations. This research adopts the theory of scholars Gilmore & Pine that was proposed in 1997. This theory used two attributes of 「represent way」 and「products / services」to construct the four different models of customized innovation . The above are that scholars had few mentioned in the past when they probed into the field of financial management.
This research successful visited 302 consumers in Kaohsiung city district who been experienced the financial management of banking by the way of questionnaire survey. The result of statistical analysis reveals that the customized innovation in service presents a positive relation significantly to the agent relationship quality. The collaborative and transparent types also present a positive relation significantly, but the adaptive and cosmetic types present a relation insignificantly. The agent relationship quality presents a positive relation significantly to the agent relationship outcome. The intermediary effect of the agent relationship quality exists. The moderating effect of the principal''s attribute presents a reverse situation. Although this study is simply exploratory in nature, it should have some contributions for the research of customized innovation in service. Finally some of the implications of these findings and directions have been presented for future research.
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