財富管理業務之口碑、顧客忠誠度及經營績效之關聯性

• Main Authors: Pan, Yi Sin, 潘沂鋅
• Other Authors: 方靜月
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/68560240416245122466

碩士 === 德明財經科技大學 === 財務金融系理財與稅務管理碩士班 === 101 === In recent years, bankers complete each other for the rising business of wealth management business. There are a lot of messages about it, but the way message receiver can quickly and exactly know the Performance Evaluation of Banking is important. Ducan and Caywood suppose mordern consumers who can see through commercial messages, so Ad. can only help audience better to recognize the products. Word-of-Mouth is the key role, so it is more effective than other selling tools. Word-of-Mouth which can interact immediately is different from others. When Searchers have doubt about messages, it can answer the questions right away. Therefore, it can provide much value. In the age of information explosion, it will be theme of the study whethere different communication media, information content, service quality and Market Performance can influence customer loyalty. The purpose of the study is knowing and setting up the connection of Word-of-Mouth, customer loyalty and Performance Evaluation of Banking. Customer Loyalty is mediator by testing and verifying. The study is focus on finding the significant relationship between Word-of-Mouth and customer loyalty, and between customer loyalty and Performance Evaluation of Banking. The study uses Linear Structural Relations Mode. LISREL's result combines with factor analysis and path analysis, it also tests and verifies with software of AMOS and SPSS.The survey combined with simple random sampling and sample of Taiwanese bank is main source of the study. It is total 114 copies. Overall response rate is 100 percent. Effective questionnaires is 108 copies, so effective response rate is 94.73 percent.(108/114) According to the survey result, Word-of-Mouth is a liitle bit supporting Performance Evaluation of Banking, but is totally supporting Customer Loyalty. Customer Loyalty has the relation with Performance Evaluation of Banking. Hypotheses of the study is coincident by Positive Research, therefore; it is a positive effect of the connection of Word-of-Mouth, Customer Loyalty and Performance Evaluation of Banking.