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

Examining the Influence of Emotional Intelligence on Customer Loyalty-The Mediating Role of Customer-Oriented Behavior

10.6846/TKU.2016.00273

陳志倫

情緒智商 ； 顧客導向行為 ； 顧客忠誠度 ； 理財專員 ； emotional intelligence ； customer-oriented behavior ； customer loyalty ； financial consultants

淡江大學企業管理學系碩士在職專班學位論文

2016年

碩士

汪美伶

繁體中文

面對日趨激烈的金融市場，金融機構管理者的經營者必須正視如何透過有效的管理機制，協助理財專員在面對不同顧客需求時，能夠運用自身的情緒智商，展現適當合宜的顧客導向行為，繼而提高顧客忠誠度。是故，本研究整合情緒感染理論與情緒評估理論，探討並驗證理財專員的情緒智商對顧客導向行為與顧客忠誠度的影響效果，同時檢驗情緒智商是否會透過顧客導向行為，對顧客忠誠度產生影響。本研究針對國內從事財富管理服務的理財專員及其所屬顧客，以問卷方式蒐集133位理財專員與571顧客之資料，進行層級迴歸分析。結果發現，情緒智商分別對顧客導向行為、顧客忠誠度具有顯著正向影響，顧客導向行為對顧客忠誠度亦有顯著正向影響。此外，顧客導向行為在情緒智商與顧客忠誠度間，則有顯著的中介效果。針對上述結果，本研究提出理論意涵與管理建議。

Facing the increasingly fierce competition of the financial market, management of financial institutions has to help financial consultants make use of their own emotional intelligence to deal with the various customer needs so as to enhance customer loyalty. Integrating the emotional contagion theory with the appraisal theory of emotions, this study developed and examined the effects of emotional intelligence on customer-oriented behavior and customer loyalty as well as the mediating effect of customer-oriented behavior between emotional intelligence and customer loyalty. Data was collected from 133 financial consultants in charge of wealth management and their 571customers in Taiwanese banks and analyzed using hierarchical regression. The results show that emotional intelligence had positive influence on financial consultants’ customer-oriented behavior and customer loyalty, and customer-oriented behavior had positive effects on customer loyalty toward financial consultants. In addition, emotional intelligence had effects on customer loyalty through customer-oriented behavior. Based on the findings, both theoretical and practical implications are discussed.

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