| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 103 === The financial environment is extremely competitive nowadays and people demanding wealth management is getting more popular. Financial business should not only enhance service quality while promoting business, but also to improve customers’ satisfactions to achieve the purpose of improvement of customers’ royalty. The study is to investigate that the finance commissioners’ relational selling behavior and moral behavior. Based on the behavior relations, this research is to investigate the impact on customers’ satisfactions, trust and royalty.
The study uses questionnaires on internet as the tool to collect data. These objects are mainly citizens in Taichung and customers from finance commissioners. It adopts statistics software SPSS 20.0 and AMOS 20.0 to process data analysis and verify whether variables path coefficients are obvious to validate the study’s hypothesis.
The result of the study found out that the higher rational selling behaviors and moral behaviors of finance commissioners, the higher customer’s satisfactions will be. After customers feel satisfied with finance commissioners, they start to build up trust. Eventually, royalty toward finance commissioners will be cultivated.
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