銀行理財專員關係行銷與關係品質對客戶行為意向之研究

• Main Authors: Dong-Sheng Li , 李東昇
• Other Authors: 黃劭彥
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/68920687842191300406

碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 104 === The purpose of this study was to examine the effects of relationship marketing, relationship quality and behavioral intention. In this study, the hand-write questionnaires were used. The wealth management customers of F Bank in Tainan City were selected by purposive sampling. A total of 300 questionnaires were distributed, 275 questionnaires were returned, 46 questionnaires were incomplete. Finally, 229 questionnaires were valid. In addition, we applied SPSS 17.0 statistical software to analyze empirical data; analytical methods included descriptive statistics, factor analysis, reliability analysis and regression analysis. The findings of this study are given as follows: 1. Relationship marketing positively impacted on relationship quality. 2. Relationship marketing positively impacted on behavioral intention. 3. Relationship quality positively impacted on behavioral intention. 4. Relationship quality has a mediated effect of the relationship marketing on behavioral intention.