A Study on Customer Satisfaction for Bank Wealth Management - A case of H Bank

• Main Authors: Chin-Tien Lin, 林金典
• Other Authors: Hsien-tang Tsai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/30983091575728366701

碩士 === 國立中山大學 === 高階經營碩士班 === 99 === Finance service industry is in a country economic development an important link, the bank, because has the superiority which the customer wealth and the fund flow, to seek the profit then development wealth management service. “in 2010 the Asian and Pacific area wealth reports”, reports pointed out that in 2009 Taiwan wealthy public figure population is 82,800 people, compared rises 42.3% the year before last, the wealth resultant rises 49.6% to 2,640 hundred million US dollars, two rises both were situated in the Asian and Pacific area third. Now in the bank system''s floating capital reaches as high as more than 6.2 trillion new Taiwan dollars, is the wealth management very big market. At present the banking industry reaches the focal point direction yearly income 3 million new Taiwan dollars above Pyramid peaks the guest level, promotes to measure the wealth which the body subscribes does to manage the bank personally, every year the wealth manages the market the property scale, may amount to above at least 1.5 trillion new Taiwan dollars. But, Taiwan banking industry wealth manages customer''s degree of satisfaction to be actually getting more and more low, therefore the banking industry must have province to think, pondered how should promote the service quality, establishes the enterprise image, further promotes the customer degree of satisfaction, lets the customer be willing to maintain the good intercourse relations with the bank. This research is mainly discusses service of quality, the enterprise image and the customer degree of satisfaction three between the bank wealth management service relatedness, The understanding between correlation degree, enables the bank entrepreneur mutually to pay attention to customer''s feeling, takes management which the customer relates, and further understood that the wealth manages the market development the tendency. v This research mainly aims at the bank wealth to manage the customer is an object, by the questionnaire survey way, carries on the material the collection, discusses between various variables using the statistical real diagnosis''s method the linear relationship, comes overall analysis during each variable positive and negative to the relational degree, according to the real diagnosis result proposed that the conclusion and the concrete suggestion, improve the wealth management service as the banking industry the service quality, establishes the enterprise image, so as to and enhances reference of the customer degree of satisfaction. The findings are discovered as follows: (1) the bank service quality has to the enterprise image obviously to it influence; (2) the bank service quality is having to the customer degree of satisfaction obviously to it influence; (3) the bank enterprise image is having to the customer degree of satisfaction obviously to it influence; (4) different population statistic variable, the marital status and the age two items have the line regarding the service quality and the reliability have the remarkable difference; As well as (5) the marital status also has the remarkable difference regarding the enterprise image. In management meaning, under the present competition intense finance environment, The bank wealth management service not only need strengthen the service the quality, should establish the customer to the enterprise image cognition, then enhances customer''s degree of satisfaction, expresses and between the customer and for a long time close intercourse relations.