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

10.29931/MR.200612.0003

楊雪蘭(Hsueh-Lan Yang)；張寶蓮(Pao-Lien Chen)；張如惠(Ru-Hui Zhang)

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

行銷評論

3卷4期（2006 / 12 / 01）

447 - 472

繁體中文

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。

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.

1. 商學網站
2. Anderson, J.C.,Narus, J.A.(1991).Partnering as a Focused Market Strategy.California Management Review,33(3),95-113.
3. Axelrod, R.(1984).The Evolutions of Cooperation.New York:Basic books, INC.
4. Berry, L. L.,Parasuraman, A.(1991).Marketing Services: Competing Through Quality.New York:The Free Press.
5. Berry, L. L.,Shostack, G. L.,Upah, G. D. (eds)(1983).Emerging Perspectives on Services Marketing.Chicago:American Marketing Association.
6. Bitner, M. J.(1990).Evaluating service encounters: the effects of physical surroundings and employee responses.Journal of Marketing,54,69-83.
7. Bitner, M. J.,Booms, B.G.,Tetreault, M. S.(1990).The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of Marketing,54,71-84.
8. Blau, P.M.(1964).Exchange and Power in Social Life.New York:John Wiley & Sons.
9. Crane, F.G.,Clarke, T.K.(1988).The Identification of Evaluative Criteria and Cues Used in Selecting Services.Journal of Service Marketing,2,53-59.
10. Crosby, L. A.,Evans, K. R.,Cowles, D.(1990).Relationship Quality in Service Selling: An Interpersonal Influence Perspective.Journal of Marketing,54,68-81.
11. Crosby, L. A.,Stephens, N.(1987).Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry.Journal of Marketing Research,24,404-411.
12. Deutsch, M.(1962).Cooperation and Trust: Some Theoretical Notes.Nebraska Symposium on Motivation
13. Gardner, C. A.(1987).George Washington University.
14. Jackson, B. B.(1985).Winning and Keeping Industrial Customers: the Dynamic Relationship.Lexington. MA:Lexington Books.
15. Kellerman, K.,M. E. Roloff,G. R. Miller, (eds.)(1987).interpersonal Processes: New Directions in Communication Research.London:Sage Publications, Inc.
16. Lagace, R. R.,Dahlstrom, R.,Gassenheimer, J. B.(1991).The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry.Journal of personal Selling and Sale Management,11(4),39-47.
17. Levitt, T.(1981).Marketing Intangible Products and Product Intangibles.Harvard Business Review,59,95-102.
18. Nunally, J. C(1978).Psychometric Theory.NY:McGraw-Hill.
19. Solomon, M. R.,Surprenant, C. F.,Careol, F.,Czepiel, J. A.,Gutman, E. G.(1985).A Role theory Perspective on Dyadic Interactions: The Service Encounter.Journal of Marketing,49(winter),99-111.
20. Swan, J. E.,Trawick, I. E.,Silva, D.W.(1985).How Industrial Salespeople Gain Customer Trust.Industrial Marketing Management,14(3),203-211.
21. Wortzel, R..New Life Style Determinants of Women`s Food Shopping Behavioral.Journal of Marketing,43,28-29.
22. Zand, D.E.(1979).Trust and Managerial Problem Solving.Administrative Science Quarterly,17(2),229-239.
23. 政府統計－工商及服務業普查
24. 周文賢(2002)。多變量統計分析，SAS/STAT使用方法。台北智勝文化。
25. 曹瓊文(2000)。國立成功大學國際企業。
26. 湯一珊(2004)。私立東吳大學企業管理系。
27. 葛樹人(1996)。心理測驗學。台北:桂冠圖書公司。
28. 趙韶丰(2001)。國立中山大學企業管理學系。
29. 關復勇(1998)。國立中山大學企業管理學系。

1. 陳志倫(2016)。情緒智商對顧客忠誠度之影響：以顧客導向行為為中介角色。淡江大學企業管理學系碩士在職專班學位論文。2016。1-63。