A Study of Investor's Customer Satisfaction Module for Financial Products : A Case of Financial Company in Kaoshiung

• Main Authors: Pin Hung, 洪蘋
• Other Authors: Jung-Fang Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/22944462735093203190

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 99 === The personal finance market has already been the crucial battlefield in the competitive financial industry for a long time. The best policies for bank operators to keep customers are to place customer needs as a guideline, gain customers’ trust, desire to maintain long-term and stable relationships with customers, explore customer needs as well as provide services beyond customers’ expectations. Based on the above thinking, this study was carried out by focusing on the financial commodities offered by a bank. The author mainly discussed the customer satisfaction model of the investors buying financial commodities so as to find out the effect and correlation between the aspects such as relationship quality, perceived risk, customer satisfaction and customer loyalty. This study was designed for the bank operators to get a clearer picture about the investors’ needs while making their investments in the financial commodities and to actively gain customers’ trust and support. Bank operators can refer to the results of this study as they are mapping out the strategies to operate the financial commodities. This study, conducted at a regional level, adopted a questionnaire survey. The subjects covered by this study were sampled from the customers buying financial commodities from Commercial Institute X’s branches located in Kaohsiung. 298 valid questionnaires were collected. The software, SPSS 18.0, was used as the calculation tool. The analysis on differentiation of demographic variables versus each aspect was made. In addition, the analysis on the interactiveness between aspects and hypothesis testing were carried out. After the empirical analysis, the following conclusions were made by this study: (1) the effect of relationship quality on customers’ perceived risk was significantly negative; (2) the effect of relationship quality on customer satisfaction and customer loyalty was significantly positive; (3) the effect of perceived risk on customer satisfaction and customer loyalty was significantly negative; (4) customer satisfaction had partial mediating effect on relationship quality and customer loyalty; and (5) customer satisfaction had partial mediating effect on perceived risk and customer loyalty.