The impact of one to one service relationship satisfaction on psychological gender and advisor suggestion: Focus on bank financial advisor

• Main Authors: Tzu-Man Hung, 洪滋蔓
• Other Authors: Kuang-Hui Chiu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/08857036151767585121

碩士 === 國立臺北大學 === 企業管理學系 === 100 === The study is focused on the bank financial advisor and customer’s psychological gender characteristic, investment suggestion and professional of financial advisor by customer, tries to understand the impact on customer satisfaction. It will be a great benefit to human resources of bank and be a basis of providing good service for customers. This research was completed by using questionnaire. Totally, 200 questionnaires were sent out and return 162 valid questionnaires for analysis. In the study, research method included reliability and validity analysis, regression analysis, factor analysis, chi-square test and SPSS for windows is used as analysis tool. There are several conclusions in this study as follow: 1. Under one to one situation, financial advisor and customer’s psychological gender gather in type of strong femininity and masculinity traits. We can’t analyze impact on customer’s satisfaction further because of psychological gender questionnaires without uniform distribution. 2. Based on regression analysis between financial advisor suggestion and customer’s satisfaction, we get active investment with positive result but steady investment suggestion with abstruse phenomenon. For this reason, the financial advisor influences customer’s satisfaction. 3. The professional of financial advisor doesn’t influence customer’s satisfaction. To find out its cause, professional license is the basic entry level in corporate finance department. There is no difference between the profession and customer’s satisfaction. It is proposed corporate finance department use psychological gender test to clarify the employee psychological gender and trace the test result over three years. Compared strong femininity and masculinity traits with employee, and is as the reference for human resources department.