The Impact of Relationship Marketing on Customer Royalty : A Case of Entrusting Investment Client

• Main Authors: CHEN, CHIEN-YING, 陳健穎
• Other Authors: SHIEH, JIIN-TARNG
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/42715717854645993402

碩士 === 國立臺北大學 === 企業管理學系 === 100 === The establishment of finance institutes is booming up in last decades. The workers of finances are no more nose-up counter receptionists but amicable smiling-face clerks. The finance industry has become finance-servicing industry. The workers must be professional and is important with outstanding services to win the loyalty of customers. Upon the requirement, relationship-marketing has become famous doctrine – advocates on “5-heart services.” Why the concept is so important? The point is that the finance is a merely differentiated industry as the securities products and services are almost the same, not much differences amidst each other. If we can change the impression by relationship-marketing which is focusing on customers’ profit instead of the mode old-style profit-oriented business operation, with the point of view of services to help customers to purchase proper and safe trust products. Furthermore, it not only rises up the loyalty of customers, but also to perform a differentiation of marketing strategy to competitors. On the other hand, the consumption of finance products is rather rational. Normally, it needs a long-term consideration and decision. In the case, selling finance products is intergradations of trust and time. Consumers need to cultivate and accumulate the experiences to trust a certain institute to purchase various products. Then, the consumers would no more need to try every bank, insurance company or securities firms and still can have a satisfactorily one-stop financial shopping. It’s no more a threshold on the finance workers profession. Thus, the more services being provided, the winners will wins.. In response to this trend, "relationship marketing" has become the most popular topic in business and academic recently years. "Relationship marketing" is one of most important strategies for a business, and this also can be applied to financial industry. Therefore, in order to understand more the impact of “relationship marketing” on" customer loyalty ", this study is focused on the “relationship marketing” by exploration into the customer perceived value and the influence of “relationship marketing” on customers' loyalty of entrusted section of financial industry. The data for this study were obtained by questionnaires from trusty customers in Taiwan and using SEM analysis to confirm the hypothesis model.