A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists
碩士 === 大葉大學 === 資訊管理學系碩士班 === 92 === As the national income increases, the trend of investment becomes popular. With stress over consumers’ whole lifetime value to earn long-term transaction fees, banks have engaged in fierce competition for the market of wealth management. Financial specialists pla...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2004
|
Online Access: | http://ndltd.ncl.edu.tw/handle/53110221018634397701 |
id |
ndltd-TW-092DYU00396056 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-092DYU003960562016-01-04T04:08:55Z http://ndltd.ncl.edu.tw/handle/53110221018634397701 A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists 個人信任與公司忠誠之關聯性探討-以銀行理財專員為例 YANG TSONG BOR 楊聰博 碩士 大葉大學 資訊管理學系碩士班 92 As the national income increases, the trend of investment becomes popular. With stress over consumers’ whole lifetime value to earn long-term transaction fees, banks have engaged in fierce competition for the market of wealth management. Financial specialists play important pioneering roles in the financial market. They not only need to explore new customers but also provide satisfactory wealth management and planning to accomplish the task which bank given. In the competitive financial market, only with fine relationship marketing and earning customers’ long-term loyalty could the financial specialists win the maximum benefits for themselves and the bank they service. This study, based on the theory and literature of relationship marketing, investigated the elements that influence personal trust toward the financial specialists. Questionnaire survey was used as the research tool to understand the relationship between personal trust toward the financial specialist, personal loyalty, and loyalty toward the bank. The results showed that “knowledge asset specificity” was the most influential element of personal trust toward the financial specialist, followed by “the frequency of interaction” between the customers and financial specialist. “Secret communication on wealth” was not significant factor that affected the personal trust. Moreover, “personal trust toward financial specialist” showed positive effect on the “personal loyalty toward the financial specialist” and “loyalty toward the bank” simultaneously. Also, “personal loyalty toward the financial specialist” showed positive effect on the “loyalty toward the bank”. As seen, personal loyalty toward the financial specialists can transfer to the loyalty toward bank. Lastly, this study provided practical suggestions to banks when formulating policies on financial specialist. 陳建文 2004 學位論文 ; thesis 111 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 大葉大學 === 資訊管理學系碩士班 === 92 === As the national income increases, the trend of investment becomes popular. With stress over consumers’ whole lifetime value to earn long-term transaction fees, banks have engaged in fierce competition for the market of wealth management. Financial specialists play important pioneering roles in the financial market. They not only need to explore new customers but also provide satisfactory wealth management and planning to accomplish the task which bank given. In the competitive financial market, only with fine relationship marketing and earning customers’ long-term loyalty could the financial specialists win the maximum benefits for themselves and the bank they service.
This study, based on the theory and literature of relationship marketing, investigated the elements that influence personal trust toward the financial specialists. Questionnaire survey was used as the research tool to understand the relationship between personal trust toward the financial specialist, personal loyalty, and loyalty toward the bank. The results showed that “knowledge asset specificity” was the most influential element of personal trust toward the financial specialist, followed by “the frequency of interaction” between the customers and financial specialist. “Secret communication on wealth” was not significant factor that affected the personal trust. Moreover, “personal trust toward financial specialist” showed positive effect on the “personal loyalty toward the financial specialist” and “loyalty toward the bank” simultaneously. Also, “personal loyalty toward the financial specialist” showed positive effect on the “loyalty toward the bank”. As seen, personal loyalty toward the financial specialists can transfer to the loyalty toward bank. Lastly, this study provided practical suggestions to banks when formulating policies on financial specialist.
|
author2 |
陳建文 |
author_facet |
陳建文 YANG TSONG BOR 楊聰博 |
author |
YANG TSONG BOR 楊聰博 |
spellingShingle |
YANG TSONG BOR 楊聰博 A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists |
author_sort |
YANG TSONG BOR |
title |
A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists |
title_short |
A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists |
title_full |
A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists |
title_fullStr |
A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists |
title_full_unstemmed |
A Study on the Relationship between Personal Trust and Loyalty of Company-An Example of Bank''s Financial Specialists |
title_sort |
study on the relationship between personal trust and loyalty of company-an example of bank''s financial specialists |
publishDate |
2004 |
url |
http://ndltd.ncl.edu.tw/handle/53110221018634397701 |
work_keys_str_mv |
AT yangtsongbor astudyontherelationshipbetweenpersonaltrustandloyaltyofcompanyanexampleofbanksfinancialspecialists AT yángcōngbó astudyontherelationshipbetweenpersonaltrustandloyaltyofcompanyanexampleofbanksfinancialspecialists AT yangtsongbor gèrénxìnrènyǔgōngsīzhōngchéngzhīguānliánxìngtàntǎoyǐyínxínglǐcáizhuānyuánwèilì AT yángcōngbó gèrénxìnrènyǔgōngsīzhōngchéngzhīguānliánxìngtàntǎoyǐyínxínglǐcáizhuānyuánwèilì AT yangtsongbor studyontherelationshipbetweenpersonaltrustandloyaltyofcompanyanexampleofbanksfinancialspecialists AT yángcōngbó studyontherelationshipbetweenpersonaltrustandloyaltyofcompanyanexampleofbanksfinancialspecialists |
_version_ |
1718159507278790656 |