The Correlation among Personality Traits of Financial Advisor, Brand Advantages and Work Performance – a Case Study of T Bank

• Main Authors: Tu-Shu-Ying, 涂淑嫈
• Other Authors: 郝充仁
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/sbj68t

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 106 === Title: The Correlation among Personality Traits of Financial Advisor, Brand Advantages and Work Performance – a Case Study of T Bank University/Department (Institute)/Group: Executive Master’s Program of Business administration (EMBA) in Insurance Management, Tamkang University. Page:109 Graduation date and abstract classification: June,2018, Abstract of academic dissertation Student: Tu Shu Ying Advising professor: Dr. Hau Chung Ren 涂淑嫈 郝充仁 Abstract: As domestic banks are entering the meager-profit era, the development of wealth management industry is bringing more revenue to banks. As a result, those financial holding companies, one after another, have established wealth management departments to provide customized wealth management solutions for clients. However, products of various banks are subject to laws and regulations and therefore are similar. Thus the work performance of financial advisors has become critical for banks to achieve sustainable operation. In view of this, a questionnaire survey was adopted with financial advisors of T Bank as respondents to explore the relationship among personality traits of financial advisor, brand advantages and work performance. A total of 145 questionnaires were distributed, among which 128 valid questionnaires were collected with collection rate of 88.28%. The data collected from the survey were analyzed with descriptive statistics, independent sample t test, one-way analysis of variance, multiple regression analysis and other statistical methods and the following conclusions were reached: 1. The personality traits of financial advisors from the north are inclined to be more diligent and prudent, kind, and open. 2. Those financial advisors who are recruited externally by the bank have relevantly higher awareness of brand awareness. 3. There is no difference of work performance among financial advisors of different background variables. 4. The personality traits of financial advisors have no significant impact on brand advantages. 5. The personality traits of financial advisors have no significant impact on work performance. 6. Brand image, brand marketing, and brand recognition have significant impact on work performance. Keywords: personality traits, brand advantage, work performance According to “TKU Personal information Management Policy Declaration”the personal information collected on this form is limited to this application only.This form will be destroyed directly over the deadline of reservations. 表單編號：ATRX-Q03-001-FM030-02