| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === In recent years, financial management, an area where financial planners educate the clients on investment planning and persuade them to repetitively purchase financial instruments, has become the main profit source for a growing number of banks. To continually profit from financial management, it is of great importance to maintain the relationship with the clients. Currently, long-term friendships between the clients and the financial planners are considerably common. In short, building and maintaining a strong relationship with the clients is a crucial issue for financial services industry. Despite developing relationship with existing clients, in order to educate the clients and persuade them to repetitively purchase financial instruments from the same planner, it is as important to win the clients’ trust and satisfaction in both economic and non-economic aspects. This study explores the following points: what are the friendships between the clients and the planners built on, whether the friendships or the satisfaction with the planners influences the clients’ trust more, and whether it helps boost the clients’ loyalty after the trust in the planners is built. According to different aspects in the framework of this study, such as economic satisfaction, friendship, non-economic satisfaction, trust and loyalty, I figure out and modify the theory, construct the most suitable questionnaire items and analyze each hypothesis through SPSS 20 and Partial Least Square (PLS).
The results are:
1.Economic satisfaction has little impact on the friendship with, trust in, and loyalty to the planners.
2.Non-Economic satisfaction has a positive impact on the development of friendship, but little impact on trust and loyalty.
3.Friendship has a positive impact on trust.
4.Trust has a positive impact on loyalty.
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