檢視金融海嘯過後銀行顧客關係投資對關係績效之影響──以道德銷售行為為干擾變數

Examination into the Effect of Customer Relationship Investment upon Bankson Relationship Performance after the Global Financial Crisis: Using Ethical Sales Behavior as Moderator

蔡翼擎(Yi-Ching Tsai)；張惠真(Hui-Chen Chang)；謝黃睿(Huang-Jui Hsieh)

顧客關係投資 ； 道德銷售行為 ； 顧客關係績效 ； 確證性因素分析 ； 階層迴歸分析 ； Customer Relationship Investment ； Ethical Sales Behavior ； Customer Relationship Performance ； Confirmatory Factor Analysis ； Hierarchy Regression Analysis

東亞論壇

491期（2016 / 03 / 01）

1 - 16

繁體中文

全球金融海嘯使各國金融體系面臨顧客信心崩解的巨大危機，本研究發現全球金融海嘯過後，台灣銀行業的顧客關係投資對於顧客關係績效具有正向顯著影響，然而銀行理專道德銷售行為對於顧客關係投資與關係績效之間的關係，卻未達顯著干擾效果。此研究結果顯示台灣銀行業已迅速重建了顧客關係，但也警示，銀行理財專員是否採行道德銷售行為，似仍未能產生應有的影響，台灣銀行業未來重蹈金融風暴覆轍之風險恐有增加之虞。

The Global Financial Crisis has brought a severe confidence collapse of customer in financial systems in each country around the world. The analysis exhibits that, after the financial crisis, customer relationship investment of banks has significantly positive effect on relationship performance. However, the ethical sales behavior of bank salesmen does not show significant moderating effect between customer relationship investment and relationship performance of banks. These investigation results have shown that, Taiwanese banks have promptly re-built their customer relationship, but they results have also sent a warning to Taiwanese banks, showing the possibility of repeating the same mistake. This is due to the finding that the effect expected to be brought by the ethical sales behavior of bank salesmen has not been observed.

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