Study on Customer Relationship Management of Securities Firm Wealth Management Business—an Example of Financial Holding Securities Firm

• Main Authors: LIN,SHIAO-MING, 林曉民
• Other Authors: SHEU,SUH-HWA
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/52sh6n

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 104 === The development of financial industry today changes quickly, because of the variety of new products and the new species continue to be introduced into business. The most important business content of securities brokers recently is to assist with customers in ordering. In this way, securities brokers charge the fee. Unfortunately, in recent years, with the increasingly fierce market competition and shrinking trading volumes, securities brokers can obtain less and less revenues and profit . Fortunately, in 2009,the financial authorities admit securities brokers to expand their business scope in wealth management business which is only belonged banks before . The method of this study is based on survey in May 25 to June 5 2015. It survey customers who order in northern, central, southern or eastern branch in Taiwan and it recovered 200 valid questionnaires finally. The goal of the study is to explain the relationship between performance of customer relationship management and satisfaction , loyalty of different attributes of customers. In this study, the explanatory variables can be divided into three major categories which is consist of satisfaction of customers, loyalty of customers and performance of customer relationship management. The explanatory variables related to satisfaction of customers are the value of goods, persons and services, environmental services, the overall performance. The explanatory variables related to loyalty of customers are the purchase intention, cross-purchasing intention, the tolerance of price and the willingness to recommend others to purchase. The explanatory variables related to performance of customer relationship management are the ability to maintain high-quality customers, the ability to enhance the capacity of the customer contribution and the ability to explore possible purchase of customer. By regression analysis, the study concludes that satisfaction of Customers has a significant positive effect on loyalty of customers and performance of customer relationship management、 loyalty of Customers has a significant positive effect on performance of customer relationship management. Finally, since the customer's level of education, area of residence, source of assets, securities monthly trading volume has significant impact on satisfaction of customers. So securities brokers need to learn more about customer and operate products, services and strategies efficiently to enhance customer satisfaction. By this way, the brokers can not enhancing customer loyalty and customer relationship management performance but also increase business revenue.