| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 98 === Banks have enhanced the wealth management business and increased number of financial consultants in branches due to the rising acceptance of mutual funds in Taiwan in the past few years. With the branches spreading country wide, banks have become the main sales channels for SITE (Securities Investment and Trust Enterprise ). Financial consultants have become the most important clients for SITE companies in B2B relations since they have great influences on the retail investor clients.
The theme of this research focuses on the service quality and corporate image of SITE. We hope to understand how service quality and corporate image influence the satisfaction and loyalty of financial consultants as well as the role of satisfaction plays among service quality, corporate image and loyalty.
This research was conducted through providing questionnaires to the financial consultants from SITE banking channel sales representatives directly. Number of questionnaires given out is 360 and the total number effective samples collected is 312.
There are 3 conclusions derived from this research: 1. Service quality, satisfaction and loyalty are statistically significant. 2. Corporate image, satisfaction and loyalty are statistically significant. 3. Satisfaction has mediating effect between service quality, corporate image and loyalty.
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