| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === Financial Holding Company Act was implemented on November 1, 2001, the financial holding company's subsidiaries through joint marketing,
cross-using of information, and product portfolio to meet the consumers one-stop shopping of financial services. As can be cross-industry business, it’s far impact of Taiwan's financial sector and thus speeds up the financial industry to drive the restructuring of the domestic financial landscape. However, the various subsidiaries in the industry of goods and customer differences were very high due before the financial holding company establishment. Therefore, we should consider how to establishment of the customer relationship management system, consumer behavior analysis, customer-oriented, develop customized goods and co-marketing of goods for each subsidiary, to enhance the complementarily and compatibility of the financial holding company's goods to increase cross-selling performance. However, whether is a subsidiary under the financial holding company improving the synergy by interoperability and cross-selling of resources? Will did customer have a good evaluation and increase purchase intention? Financial holding company’s cross-sell the same brand but different categories, or different brands with different categories of financial products or services, have the same concept of brand extension with Aaker &; Keller(1990),Tauber (1981) and Kolter (1994).
In this study, we took cross-selling service personnel performance, the scope of the cross-selling business, cross- sales promotion, original brand attitude and fit as the independent variables and cross-selling evaluation and purchase intention as the dependent variables and using original brand attitude and fit of brand extension model Perspective as cross-selling construct the adjustment variables. Use the customer who ever buy the cross-selling financial products or services in the banks of 15 financial holding companies of Taiwan for a sample of the questionnaire, use SPSS and AMOS two kinds of statistical software to analysis obtained questionnaire data, Including descriptive statistics, reliability analysis, validity analysis, correlation analysis, hierarchical regression interaction analysis, the overall pattern of measure to verify the hypothesis of this study. Questionnaire issued a total of 420, effective sample were 353.
Comprehensive empirical analysis of the results, the study found that (1) the cross-selling service personnel performance have a significant positive impact on cross-selling evaluation; (2) the scope of the cross-selling business have a significant positive impact on cross-selling evaluation; (3) the cross-selling promotion have not a significant impact on cross-selling evaluation;(4) the original brand attitude have a significant positive impact on cross-selling evaluation; (5)the fit have a significant positive impact on cross-selling evaluation; (6) the original brand attitude have a effect of negatively on cross-selling promotion; (7)the fit have a effect of negatively on cross-selling promotion;(8) the original brand attitude and fit have not a adjustment effect on the cross-selling service personnel performance and the scope of the cross-selling business.
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