Discussion the Associations among Customer Role Expectation, Securities Specialists’ Role Identification and their Customer Relationship Quality

• Main Authors: Yu-Chen Lee, 李玉真
• Other Authors: Kung-Don Ye
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/25170936222009310214

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 101 === This study was discussion on the associations among customer role expectation, securities specialists’ role identification and their customer relationship quality. After the client descriptions of the role expectation for securities specialists were collected, large samples were collected through questionnaire. The exploratory factor analysis was then conducted while the main dimension was established. With the results of factor analysis, research framework and hypothesis were made. Finally, large samples were analyzed to verify the hypothesis. 230 questionnaires were issued to securities clients. 202 shares valid questionnaires were recovered and the rate of return was 87.8%. SPSS software package was used to analyze data. Descriptive statistics. analysis, reliability analysis, correlation analysis and hierarchical regression analysis were performed to examine the results. The major empirical results are as follows: 1. The negative relation between role expectation and performance of securities specialists does not exist. It may be due to the mature development of securities market. Clients do not have too many unrealistic expectations and securities specialists can fulfill most of clients’ expectation. Therefore, the presumed negative relation is not found. 2. The relationship between role identity and service performance is verified as positive. This indicates that once the client recognizes the sincerity and dedication of the specialists, the client evaluation for the performance of the specialists will be improved. 3. The relationship between service performance and relationship quality is proved to be positive. This means good service performance has positive influences on the relationship quality and contributes to a long lasting business relation. 　This research provides suggestions based on the literature review and empirical study. Hopefully, the suggestions may help the industry, government and academics understand the clients’ expectation fro securities specialists and be used as the reference to draft future strategies.