| Summary: | 碩士 === 淡江大學 === 全球華商經營管理數位學習碩士在職專班 === 97 === The study primarily aims to examine the correction of relationship marketing to distribution development through empirical study by conducting in-depth interviews with the five enterprise units of branch operations, consumer loans, insurance, securities and corporate finance under the case financial holding company to discern how the relationship marketing and quality influence the desire of the sales personnel, how incentive factors and education training influence the sales performance and how the cross-selling impact the customer satisfaction and loyalty. The thesis intends to devise recommendations on how best to reduce the operating cost and excel the corporate profitability by excelling the employees’ professional aptitude, achieving distribution collaborations, expanding the financial and economic scale and scale of economy, and to present a cross-selling management model for financial holding companies or large corporate groups that would provide a reference base to future academic studies and in practical business administration.
The study findings reveal: (1) The relationship marketing model can indeed excel the employee’s cross-selling desire, but fine relationship quality does not ominously improve the performance, while poor relationship quality remains a major cause to poor cross-selling performance. (2) A comprehensive education training should grasp the personnel’s median learning and state of application, together with rational objectives and incentive measures drafted at the same time, which would be conducive to enhancing the cross-selling performance. (3) The personnel’s commanding fine professional skills and service enthusiasm can provide the customer with rudimentary purchasing experience to minimize the occurrence of “dissatisfied customer loyalty”, and the ability to add customer problem-solving and application capability can transform “satisfied customer loyalty” into “word-of-mouth marketing” that contributes to corporate earnings.
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