A Case Study of A Bank's Financial Consumers’ Relationship Marketing.

• Main Author: 鄭瑞毅
• Other Authors: 李元恕
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/eu4snt

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 104 === This reaserch focus on Bank&;#39;s financial management specially on High net worth individuals. The effect of professional knowledge, asset specificity and friendship on satisfaction (economic and non-economic) and trust. The effect of satisfaction and trust on loyalty. According to different aspects in the framework of this study, such as professional knowledge, asset specificity, friendship,economic and non-economic satisfaction, trust and loyalty, I figure out and modify the theory, construct the most suitable questionnaire items and analyze each hypothesis through SPSS 20 and Partial Least Square (PLS). The results are: 1. Professional knowledge has little impact on the economic satisfaction, non-Economic satisfaction and friendship . 2. Asset specificity has a positive impact on the economic satisfaction, non-Economic satisfaction, but little impact on trust. 3.Friendship has a positive impact on non-economic satisfaction and trust. 4. Economic satisfaction has a little impact on trust and loyalty. 5. Trust has a positive impact on loyalty. 6. Non-Economic satisfaction has a positive impact on trust and loyalty.