| Summary: | 碩士 === 國立高雄第一科技大學 === 金融研究所 === 101 === This study investigates the individual investors’ investment and their views on wealth management services since the financial tsunami 2008. Using the analytic hierarchy process method, this paper examines the relative importance of factors affecting investors’ choice of wealth management services and the relative importance of criteria of wealth management services which financial personnel emphasize on. It shows that, in general, investors’ first concern is the ‘products’, while the financial personnel stress most on the ‘quality of service’. In terms of the sub-criteria within the main criteria of wealth management services, namely ‘image’, ‘products’, and ‘quality of service’, investors view ‘reliability’, ‘risk’, and ‘confidentiality’ as the most influencing factors, respectively. On the other hand, the financial personnel emphasize ‘morality’, ‘risk’, and ‘confidentiality’ the most, respectively. Comparing the difference between the views of these two parties on wealth management services, it suggests that financial personnel should put more emphasis on ‘product’ and ‘professional’ and less emphasis on ‘quality of service’ and ‘diversification’. Meanwhile, individual investors should stress the importance of ‘morality’ and ‘confidentiality’ on the choice of wealth management services.
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