| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 103 === The purpose of this study is to reveal if those variable factors such as impressions of financial holdings, words of mouth marketing, quality of service and population statistics affect the decisive factors in the behaviors of customers, consulting financial advisor for investment decision after QE.
This study conduct questionnaires survey and has 250 copies recalled. 238 copies are valid with 95.2% response rate. EViews and statistic test software are used for study, such as Linear Probability Model, LPM), T-test and other analysis to build the best linear regression model. The study discovers:
In Five structures, the “friend introduction”, “financial magazine ranking recommendation”, “good service of financial advisor” show positive significance influence on behaviors of customers. The other two, “operation
scale” and “occupation” show negative but significance influence on behavior of customer.
This study matches up with real field operation. It can provide great edge for banking in customer management.
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