| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 106 === Nowadays, as financial markets become more diversified, the competition in the industry also become more and more intense. In the securities industry, cutting prices, reducing financing rates, and reducing fees have long been commonplace. In such a long period of vicious competition, the enterprises in the meager profit and this Red Sea''s market need to meet customer needs with differentiated service quality, achieve customer satisfaction, increase customer''s lifetime value, and then create company''s profit. The companies can use the approaches to escape from the deep Red Sea market.
The front-line staff play an important role to deliver this differentiated quality of service and maintain the trust and emotions between customers and companies by providing "temperature" service. Thus, the study attempt to analyze the relationship between staff personality traits, service quality and customer satisfaction. This research employed a convenient sampling method and focused on the customers of Taipei securities companies. The data were collected between mid February and early March 2018. A total of 140 valid questionnaires were analyzed. The results of the study are presented as follows:
1."Sales personality traits" have a positive effect on "service quality."
2."Service quality" has a positive effect on "customer satisfaction."
3."Sales personality traits" have a positive effect on "customer satisfaction."
4."Service quality" has a full mediating effect on "professional personality".
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