國內券商之關係品質、顧客滿意度、顧客忠誠度之研究

Abstract

證券市場是由人氣與財氣堆積起來的。所以投資人與證券商互動的狀況，是劵商經營成敗的關鍵。世人常說券商是看天吃飯的行業，但如果行情來了，平日的服務品質沒有維持高標準，則很快就會錯過這個好時機。 顧客是劵商最重要的策略性資源，維持和顧客間的長期關係並提高顧客滿意度跟忠誠度，與劵商獲利生存息息相關。本研究是以前十大證券商的客戶進行實證分析﹐以了解在目前兩岸經貿日益交流下，及同業之間白熱化的手續費殺價競爭，券商的經營要如何突圍，來滿足顧客滿意度，進而獲取顧客的忠誠度。因此探討關係品質、顧客滿意度與顧客忠誠度等各構面之關係，我們將分析以下部分： 1.關係品質、顧客滿意度與顧客忠誠度之主要構面及因素。 2.關係品質如何影響顧客滿意度。 3.顧客滿意度如何影響顧客忠誠度。 研究發現結果: 1.關係品質前置因素顯著正向影響關係品質。 2.關係品質前置因素顯著正向影響顧客滿意度。 3.關係品質顯著正向影響顧客滿意度。 4.顧客滿意度顯著正向影響顧客忠誠度。

The securities market is built on top of people and capital. Therefore, the interaction bewteen investors and a securities dealer is the key point to success. People often say that the securities brokerage industry is at the mercy of the weather, meaning that it all depends on unpreditable market condition. As a result, even when the next bull market emerges, a securities agent may still miss the opportunity if the service has not been maintained to a very high standard. Securities business customers are the most important strategic resources. Profitability and even the very survival of securities dealers depends heavily on factors such as customer satisfaction, customer loyalty, as well as the management and maintenance of long-term relations. In this study, we will analyze data collected from the top ten securities business customers in Taiwan, and propose possible strategies to enhance customer satisfaction and loyalty, given the current context of the expansion of cross-strait economic relations and the deteriorating price competition in the industry. The purpose of this study is to explore the correlation between relationship quality, customer satisfaction and customer loyalty, specifically, we will analyze: 1. Major dimensions of relationship quality, customer satisfaction and loyalty 2. The impact of relationship quality on customer satisfaction 3. The impact of customer satisfaction on customer loyalty. Found results: 1. Relationship quality antecedents (RQA) have a positive impact on relationship quality. 2. Relationship quality antecedents (RQA) have a positive impact on customer satisfaction. 3. Relationship quality has a positive impact on customer satisfaction. 4. Customer satisfaction has a positive impact on customer loyalty.