| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 102 === In recent years, patterns of wealth management services in Taiwan have gradually changed from over-the-counter and passive wealth management to more active. Banks usually define their customers by each one’s assets under management (AUM) and provide VIP services to those who making great contributions to banks. However, banks take a low fee as the primary means to attract more and more customers, and therefore easy to overlook the customer’s real needs.
The purpose of this study is to understand the real needs of customers through interviews and make a deep research on wealth management business process of First Bank from the bank’s viewpoints. In order to find the relationship between the customer’s needs and the business function of wealth management services of First Bank, this research utilized a service quality function deployment to offer suggestions to First Bank to improve current wealth management business process. And then, the making of service blueprint can completely outline the steps of the services, and also point out any possible error points, if planners make modest correction or put addition of a suitable foolproof method in the service design phase, that will significantly reduce controversies caused by error points.
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