| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 98 === Investor relations play a significant role for public listed companies to acquire institutional and individual investors’ trusts and loyalties in order to build and maintain long-term relationship in this highly competitive capital market. This study uses questionnaire survey to collect data. Subjects of this research include fund managers, analysts, research assistants of financial institutions. In addition to using SERVQUAL rating scale to explore the cognitive difference of service quality in five aspects, we evaluate the strength and performance of investor relations by trusts, commitment made by the companies and loyalties. We also use regression analysis to investigate the correlation among the Investors’ perceived service quality, relationship quality and relationship performance. 213 effective samples have been collected, and the results of the study are summarized as follows:
1.The perception of service quality differs from financial institutions where analysts work and from the length of time to interact with the companies.
2.There’re positive correlations between investors’ perceived service quality and relationship quality. Companies can enhance investor relations by improving investors’ perceived service quality. Furthermore, the reliability, assurance and empathy of service can enhance the trust relations; the reliability, tangibility and assurance of service can enhance the commitment relations.
3.There’re positive correlations between investors’ perceived service quality and relationship performance. Companies can enhance loyalty of investors by improving investors’ perceived service quality. Furthermore, the reliability, tangibility and assurance of service can enhance the loyalty of behavior; the tangibility and assurance of service can enhance the loyalty of attitude.
4.There’re positive correlations between investors’ perceived relationship quality and relationship performance. Companies can enhance investor relations by improving relationship quality. Furthermore, the trust and commitment of investors’ perceived relationship quality can enhance the loyalty of behavior; the commitment of investors’ perceived relationship quality can enhance the loyalty of attitude.
5.The investors’ perceived relationship quality has intermediary effect between investors’ perceived service quality and relationship performance.
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