A study of relationship marketing strategy and customer relationship qualities for the Personal Banking Business of Financial Institutions

• Main Authors: Pi-Shiu Wu, 吳碧秀
• Other Authors: Cedric Hsi-Jui Wu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/76000540098747567053

碩士 === 國立東華大學 === 高階經營管理碩士在職專班 === 97 === The industrial structure of Taiwan transformed from manufacturing into services since it was opened to Mainland China. Since 2002, financial institutes faced impact of low interest rate and corporate financing margin was shrinking and consumer financing and wealth management grew out from nothing. After 5 years bull market, under the exceptional financial leverage operations of international investment financing institutes, a global financial storm was erupted that has not been experienced in past 100 years. Under such situation, Taiwan is not spared and investors suffered dreadful losses. This research is intended to study the Relationship Marketing Strategy of Wealth Management services of financial institutes. Other than the joining relationships and relationship sales of salespersons, a financial entity considers also wealth management specialist professional ability and ethical conduct. These 4 perspectives are placed as prepositioning variables and Customer Relationship Quality as the intermediate variables and Customer Loyalty as the depending variables, and Relationship Phases and Attraction of Alternatives as Adjusting Variable. The research used SPSS and AMOS 17 Statistical Package software for data analysis. The findings of the study are described as the following: 1. Financial Institutes’ financial bonds and social bonds in applying their relationship marketing has not had significant positive effect on customer relationship quality, but structural bonds has significant positive effect on customer relationship quality. 2. The mutual disclosure and cooperation willingness of salespersons’ relationship sales activities do not have significant positive effect on customer relationship quality, but the intensity of interaction has significant positive effect on customer relationship quality. 3. Customers’ awareness of sales persons’ professional ability has significant positive effect on customer relationship quality. 4. Customers’ awareness of salespersons’ ethical behavior has significant positive effect on customer relationship quality. 5. Relationship phases have no adjusting effect on relationship joining, relationship sales activities, professional ability and customer relationship quality; only the ethical behavior has adjusting effect on customer relationship quality. 6. Overall customer relationship quality has significant positive effect on customer loyalty. 7. Attraction of alternative has significant negative adjusting effect on customer relationship quality and customer loyalty. Results of research may be for reference of financial institute’s CEO, in the respect of thinking how to adjust relationship marketing strategy of Wealth Management Business Department, and promoting customer relationship quality. The empirical study of this research indicates that with downgrading ethical and moral level of the world today, the ethical conducts of salespersons is an important factor in retaining customers. Corporate has to emphasis the ethical conducts of salespersons to keep the customers from fleeing away. Also, as all sorts of information are almost readily available, keeping customers from being attracted away by competitors, training and education to deepen the professional ability of salespersons is also an important way to promote customer relationship quality.