A Study on the Relationship Among Wealth Management Centers to Customer Relationship, Customer Satisfaction and Cross-buying -A Case Study on the Top Five Financial Holdings

• Main Authors: Chung Chun Hsyao, 蕭仲君
• Other Authors: Chuen Ping Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/85493695913095356229

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 100 === The purpose of this study is to investigate the relationships among corporate reputation, customer relationship management, customer satisfaction, and cross-buying. Sample surveys were based on the top five financial holding corporation customers who had bought mutual fund in Kaohsiung City. The study issued 555 copies of questionnaires and 551 copies were returned with ineffective samples removed, the valid questionnaires totaled 504 copies. The returning rate of valid questionnaires was 90.81%. The main finding of this research showed that (1) Corporate reputation had a direct influence on the perceived quality. (2) Corporate reputation also had significant impact on the search cost saved. (3) Perceived quality could affect customer satisfaction positively. (4) Search cost savings had a significant effect on the customer satisfaction. (5) Customer relationship management led to a positive effect on the customer satisfaction. (6) Customer satisfaction had a direct influence on the cross-buying intention. Among them, price satisfaction was the most important influence in cross-buying intention. According to the research findings, financial holdings should focus on customer relationship, understand customer demands, and combine their strengths for selling mutual funds, insurance, securities altogether, and providing a variety of products to meet their needs.