An Empirical Study of Securities Firms’ Wealth Management Business and Customer Behavior Intention From Customer Advocacy Viewpoin

• Main Authors: Shiao-hua Yang, 楊小慧
• Other Authors: Sen-Kuei Liao
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/69xm72

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === The industries have paid much attention to marketing ways on the market because of the impact caused by global competition. How to attract customers and maintain customer loyalty had become crucial elements to success. Advocacy is the contemporary trend of modern industries’ development. Nowadays, consumers, through Internet, control more information about price, quality and serves. They have their own decision-making power on their purchasing behaviors. They concentrate into a "customer power”. Thus, traditional push/pull marketing strategy has become losing efficacy gradually. Marketing activities of industries should cross the relationship marketing and focus on enlarging customer Advocacy and strengthening the partnership with customers. This study is based on the prospect of advocacy. We use three aspects among relationship quality, including trust, satisfaction and promise as mediators. And then we discussed if advocacy enhance customer behavioral intention through relationship quality. This is an Empirical study. We distribute questionnaires to the Securities Firms’of the Wealth Management. This paper used 205 received questionnaires to analyze it with LISREL8.72. The majority results support our hypotheses. The result show that Advocacy and customer behavioral intention have positive relationship through relationship quality.