Wealth Management - using six P to investigate customers’ loyalty and satisfaction

• Main Authors: Hui-Ting Lee, 李慧婷
• Other Authors: CHIA-YING LI
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6467tc

碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 103 === In recent years, with the needs for wealth management, the competition among banks becomes intense. In order to differentiate market, bankers maintain customer relationships with consumers to outperform than their competitors. They focus on the development of service to enhance customer satisfaction and loyalty for market share. In this study, the consumers who bought the wealth management products from one famous commercial bank in Taiwan are the sampling target. This study explores the impacts of 6P on customer satisfaction and loyalty, 6P includes: 1: Product 2: Price 3: Place 4: Promotion 5: Personnel 6: Position In this study, a questionnaire survey was adopted and a total of 500 copies was delivered. Finally, 408 copies were received, but only 309 copies were valid. The results found that personnel factor has the greatest influences on customer satisfaction. Position, promotion, image also have effects on consumers’ satisfaction, but price and place do not have influences on consumers’ satisfaction. Besides, consumers’ satisfaction has direct influences on loyalty.