| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 98 === Wealth management is getting more and more important in Taiwan's financial service industry in recent years due to the Asian financial crisis, Lehman Brothers’ financial tsunami. At the same time banks are all working hard to cope with performance pressure and world trends in risk-free commission charge. In order to figure out the decisive factors of wealth management customer’s loyalty, this thesis adopts a survey using a bank’s wealth management customer list as sampling frame. The results of this study shows that (1) average speaking, the characteristics of advisor, service quality, relationship marketing and corporate image efforts exert positive impacts on relationship quality; (2) relationship quality exerts a positive impact on customer loyalty; (3) among the influencers of relationship quality, the characteristics of advisor have the greatest impact on relationship quality, with corporate image ranked the second, and relationship marketing the lowest; (4) regarding the impacts of sub-dimensions of relationship quality on customer loyalty, the trust dimension exerts greatest impact, followed by satisfaction; and (5) relationship quality plays a meditational role between service quality and customer loyalty as well as corporate image and customer loyalty.
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