| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 99 === This thesis is based on bank wealth management customers for the study toexplore the business into the mobile network technology for niche market development and customer relationship quality is affected. Past development bank wealth management customer base, are focused on high net worth clients for assets but there is potential demand for smaller customers often can not provide a complete service. But with the mobile network equipment and technology developed, the
industry can be applied to the implementation of the long tail, long tail of the wealth management business has an infinite extension to the needs of each customer.
Many previous studies show that application of information technology services company for the benefit of customers, some scholars think that depends on customer acceptance of new information technologies in order to determine. Therefore, the research and innovation in accordance with the customer for the use of information technology to do the frequency and degree of preference categories to explore. And
after viewing the relevant literature and found that the application for financial wealth management industry of mobile network technology, not many studies, and guide the
new technology of customer relationship quality will have a positive benefit is also scanty. Therefore, this study proposed three research purposes In order to explore the
future:
First, by observation and practice literature review, the development of mobile Internet technology, customers preferences and usage patterns, the characteristics of
information technology on customer preferences and the impact of using the mobile network technology, customer characteristics and preferences of customers to use Action Network Road impact of technology, and finally, analysis of the types of customers prefer to use quality of customer relations.
In this study, questionnaire survey conducted data collection, a total issue of 300 questionnaires, 281 copies of the questionnaire return rate of 93.67%, excluding the
four answer is not complete questionnaires, a total of valid questionnaires were 277 valid questionnaires recovery rate 92.33%. And the data from the regression analysis
and ANOVA analysis.
In conclusion, this study found that characteristics of information technology does affect customer preferences and use of mobile network technology, especially when the customer feel that this technology easy to use and has a controlled and privacy, if the industry can use to increase the flexibility and functionality The fun will greatly enhance the customer's preference. In addition, customer characteristics and interaction effects of self-will require significantly affect customer preferences and use of mobile network technology, the other mediated by the questionnaire data
analysis about "advanced type", "entertainment type" for the development of mobile Internet technology primary target customer group.
Finally, this study based on findings made on the practical application of community development and mobile network technology to provide relevant recommendations for reference.
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