The Impact on Bank Customer Satisfaction and Word of Mouth by Brand Image and Service Value of Wealth Management - Using Guanxi as a Moderator

• Main Authors: Cheng-Jia Tsai, 蔡承嘉
• Other Authors: Ying-Cheng Hung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/d4v6m5

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 101 === Taiwan’s population is aging quickly, and coupled with resource reallocation. The middle class begin to lose competitiveness, so it comes to M-type society (central network reported, 2007). With the increasing emphasis on Taiwanese personal investment, banking service also transit toward wealth management business. If a bank customer service can increase the value of their customers in order to effectively establish the relationship between the bank & customer. It will not only get a higher corporate brand image, but also in the long-term it will create more profit. Huang Yifu (2004) found that brand image has a positive effect on customer satisfaction. Kuan Yang (2009) higher cognitive value of the services, it will result in higher customer satisfaction. Chen Boxian (2010) pointed out that customer relationship have the positive effect on customer satisfaction. A group of customers who were involved in investment banking wealth management are the subjects of this study, and using purposive sampling, snowball sampling two ways, simultaneously paper and internet test and questionnaire, a total of 235 valid questionnaires, the effective rate was 100 %. Due to advance with the bank on behalf of customers and forwarded Wealth Management''s financial advisor, has done fairly detailed telephone interviews contact and communication, so the recovery rate is quite high. This study used SPSS 19.0 statistical software for data analysis, validation of the hypothesis. Hypothesis: First, the corporate brand image on the banks of the wealth management customer satisfaction have a significant impact on cognition. 1. Corporate brand image in the banking wealth management customer satisfaction have a significant impact on cognition. 2. the value of the banking wealth management services customers have a significant impact on customer satisfaction cognition. Second, the corporate brand image on the banks of the wealth management customer satisfaction, there will be significant differences in cognition. Third, the relationship between the brand image and customer satisfaction in service value would be the impact on banks significant regulatory role. Fourth, the banking wealth management customer satisfaction in mouth marketing have a significant impact on cognition. Five different demographic variables of the bank wealth management customers in the corporate brand image, service value, customer satisfaction, word of mouth marketing and relational knowing there will be significant differences. The results showed that: obtaining the above hypotheses 1-4 were established, assuming five partially substantiated results. Bank brand awareness level and the level of customer perceived service value on customer satisfaction Individually significant impact on the banking and wealth management customer relationship banking financial advisor will also affect the degree of customer satisfaction, the higher the degree of customer satisfaction, better the effect of word of mouth marketing; Conversely, the more poorly. The higher the degree of relationship, then the wealth management banking services customers value the lower the degree of feeling, so wealth management customers relationship adjustment, emphasis on corporate banking services, but the value of the brand image more. Based on these results, this study suggests that the banking sector in the provision of financial investment services need to strengthen the unique investment products, improve the added value of financial products, and improve customer satisfaction. Banking and financial advisors should always care about wealth management consultant relationship, a good relationship will improve wealth management customer satisfaction, enabling banks to promote a variety of businesses.