| Summary: | 碩士 === 國立彰化師範大學 === 財務金融技術學系 === 107 === Abstract
The emergence of Financial Technology (Fin-Tech) has had a huge impact on financial institutions. Focusing on the local management, but in the weaker credit cooperatives, how to make good use of financial technology and encourage the creative application of innovative financial technology through the environment of innovative atmosphere, and educate the staff through the internal marketing model. Recognize the advantages of financial technology and create a new blue ocean for credit cooperatives that emphasize customer relationships in the local area.
In this study, the survey of the existing 23 credit cooperatives were conducted as a research object, and a stratified proportional sampling method was adopted. A total of 400 questionnaires were distributed and 363 valid returns were collected. with 90.8％ valid turns rate. Descriptive statistics, reliability analysis, one-way ANOVA, fartor analysis, Pearson correlation coefficient analysis, multiple stepwide regression analysis and IPA analysis were used to verify the research hypotheses.
The purpose of this study was to explore the impact of the financial technology performance of credit union staff on the quality of customer relationships, and to analyze the innovation atmosphere as an mediator and internal marketing as moderating variable. The research results are as follows
(1) There is a significant difference in the degree of importance and performance of Financial Technology among members of different background variables.
(2) The members of different background variables have significant differences in customer relationship quality and innovation atmosphere.
(3) The degree of performance of financial technology has a significant on the quality of customer relationship.
(4) The innovation atmosphere has a mediating effect on the degree of performance of financial technology affecting the quality of customer relationships.
(5) The effect of internal marketing on the performance of financial technology affects the quality of customer relationship is not significant.
(6) There is a significant difference in the degree of importance and performance of funding technology among the credit cooperatives.
Based on the research results, the research conclusions and specific feasible suggestions are proposed for credit cooperatives and other financial institutions and further research.
Keywords:Credit Cooperatives, Financial Technology, Customer Relationship Quality, Innovation Atmosphere, Internal Marketing
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