| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 95 === As the growth of wealth management industry, competition among different service suppliers becomes more intense. How to keep the customers effectively will be the critical point. Therefore, this research hopes to improve the relations between service suppliers and customers through relationship marketing, the attributes of salesperson and interpersonal relations in the wealth management industry. And we set three goals as following. First, understand the influence of relationship marketing on customer loyalty in the wealth management industry. Second, find the relations between the attributes of salesperson and customer loyalty. Third, discuss the influence of 『customer-to-consultant relationship closeness』on customer loyalty.
This research adopts the method of stratified-quota sampling by internet questionnaires and collects 363 samples. We adopt the statistic methods of FA and SEM to analyse these data and find:
(1) All kinds of relationship marketing have positive influences on customer loyalty, especially the structural bond.
(2) Both the expertise of consultants and the similarity between a customer and his consultant have positive influences on customer loyalty.
(3) The relationship between a customer and his consultant can reduce the rate of customer losing.
Keywords: Relationship marketing, the attributes of salesperson, Interpersonal relations,Customer loyalty, Wealth management
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