Effects of Futures Specialist’s Service Behavior on Service Stisfaction

• Main Authors: Chen-Ling Hsu, 許珍菱
• Other Authors: Hao-Chen Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/17295772346896082794

碩士 === 國立高雄應用科技大學 === 財富與稅務管理研究所碩士在職專班 === 101 === 　　In recent years, due to the convenience and popularity of the internet, futures xchanges in various countries have promoted electronic transactions, and futures ompanies have established electronic transaction platforms as well. Compared to raditional methods in the past, the convenience of the internet has gradually decreased he interaction between investors and futures salespersons. However, other than lectronic transactions, futures salespersons need to provide outstanding service quality to seek customer satisfaction and loyalty. 　　The purpose of this study is to explore the effect of service behaviors of futures alespersons on customer satisfaction and customer loyalty. The theoretical model is sed to evaluate the relationships among relevant variables, and questionnaires are sed to collect data, and at the same time regression analysis is used to test the three ypotheses. This study uses 209 futures investors as research subjects, and the mpirical results showed: there is a significant positive effect of the in-role service behaviors of futures salespersons on customer satisfaction, and there is also a ignificant positive effect of the out-role service behaviors of futures salespersons on ustomer satisfaction, and customer satisfaction and customer loyalty have significant ositive effects. 　　It is hoped that the research accomplishments of this study can be provided to utures businesses as a reference for enacting policies to customer loyalty.