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來源資料
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題名 | 消費者對理財專員服務接觸與關係品質之認知--以銀行業為例=Consumer's Cognition of Service Encounter and Relationship Quality to Financial Consultant--With Banking Industry as an Example |
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作者 | 楊雪蘭; 陳寶蓮; 張如惠; | 書刊名 | 行銷評論 |
卷期 | 3:4 民95.冬 |
頁次 | 頁447-472 |
分類號 | 496.7 |
關鍵詞 | 顧客關係管理; 服務接觸; 關係品質; 關係行銷; Customer relationship management; Service encounter; Relationship quality; Relationship marketing; |
語文 | 中文(Chinese) |
中文摘要 | 在過去幾年中,顧客關係管理的研究聚焦於如何提昇顧客的忠誠度和服務品質。而在銀行業中,理財專員服務品質與提升雙方關係的方法變成重要的研究主題。本研究是由理財專員的專業角色及關係銷售行為入手,並透過消費者的關係品質知覺,探討其對銷售效果以及顧客反應可能產生的影響。運用路徑分析後本研究發現,銀行服務供應者可善加利用角色行為的概念,加強溝通效能及人際技巧等各方面的表現,增加顧客的信任與滿意感受,以提高銷售效果。在顧客關係管理上可以提供銀行業變革方向之參考。 |
英文摘要 | In the past several years, the researches of customer relationship management are focused on how to promote customer loyalty and service quality. In banking industry, the service quality of financial consultant and the method of elevating the relationship between customer and financial consultant are important issues. This research is based on the financial consultants' professional role and the relationship selling behavior. Besides, it also probes into the influence that may be caused by selling result and consumer's reaction throughout consumer's relationship quality consciousness. After using the Path Analysis, we found that the bank service supplier could well utilize the concept of role's behavior to strengthen and link up the behavior of various fields, such as efficiency and interpersonal skill and so on and then increased the customer's trust and satisfaction in order to improve the result of selling. The results could point out the revolution direction of banking industry in customer relationship management. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。