| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 102 === Abstract
The study investigates the wealth management business of the banking industry, which is a highly regulated industry. In recent years, the QE policy in the U.S.A has resulted in an era of low interest rates globally. In the past, the main profit model for banks relied on the spreads, but with changes in the financial environment and after the financial tsunami, wealth management business is gradually returning to a central position in banks, becoming the main source of bank profits. Taking bank wealth management business as an example, the study will explore the influence of financial service innovation, service quality, brand image, customer satisfaction and repurchase intention on wealth management business. At present, most banks highlight bank characteristics and seek to distinguish themselves from others in through advertising and service innovation, and providing good service quality has become a basic requirement for banks. Based on wealth management customers’ knowledge about the services provided by banks and banks’ brand images, this study will explore whether customers have a positive influence on customer satisfaction and customer repurchase intention.
The study issues both online and in-person questionnaires for wealth management business simultaneously. A total of 200 questionnaires are issued, with 180 recovered consisting of 13 invalid questionnaires and 167 valid ones, for a recovering rate of valid questionnaires of 93%. Through reliability validity analysis and multiple regression analysis with SPSS, it is confirmed that:
1. Service innovation has a positive influence on customer satisfaction.
2 Service quality has a positive influence on customer satisfaction.
3 Brand image has a positive influence on customer satisfaction.
4 Customer satisfaction has a positive effect on customer repurchase intention.
5 Service innovation has a positive effect on customer repurchase intention.
6 Brand image has a positive effect on customer repurchase intention.
Based on the research results from the study, the following suggestions are provided to financiers:
1. To improve customer satisfaction and repurchase intention with service innovation.
In the future, if financiers can combine both virtual and real channels by technological platforms and make customers break time and space constraints, customer satisfaction to banks will be improved. Moreover, convenient and real-time service systems with multiple products will also increase customers’ repurchase intentions.
2. Improving the brand image will increase customer repurchase intention.
The study has confirmed that banks still need to continue promoting their brand images to develop new customers and consolidate existing customers’ loyalty.
3. Integration of service innovation, service quality, and brand image will improve customer satisfaction and customer repurchase intention. Customers decide whether to continue cooperating with banks based on their complete financial services, so it is recommended that banks provide good service quality and establish a high-quality brand image. At the same time, if service innovation can also be realized, banks would be able to grasp trends in the future market and improve customer satisfaction and customer loyalty.
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