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
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...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2016
|
Online Access: | http://ndltd.ncl.edu.tw/handle/68920687842191300406 |
id |
ndltd-TW-104CCU01627003 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-104CCU016270032017-05-14T04:31:46Z http://ndltd.ncl.edu.tw/handle/68920687842191300406 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 Dong-Sheng Li 李東昇 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. 黃劭彥 2016 學位論文 ; thesis 59 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
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.
|
author2 |
黃劭彥 |
author_facet |
黃劭彥 Dong-Sheng Li 李東昇 |
author |
Dong-Sheng Li 李東昇 |
spellingShingle |
Dong-Sheng Li 李東昇 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 |
author_sort |
Dong-Sheng Li |
title |
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 |
title_short |
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 |
title_full |
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 |
title_fullStr |
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 |
title_full_unstemmed |
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 |
title_sort |
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 |
publishDate |
2016 |
url |
http://ndltd.ncl.edu.tw/handle/68920687842191300406 |
work_keys_str_mv |
AT dongshengli yínxínglǐcáizhuānyuánguānxìxíngxiāoyǔguānxìpǐnzhìduìkèhùxíngwèiyìxiàngzhīyánjiū AT lǐdōngshēng yínxínglǐcáizhuānyuánguānxìxíngxiāoyǔguānxìpǐnzhìduìkèhùxíngwèiyìxiàngzhīyánjiū |
_version_ |
1718448795895726080 |