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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 邱顯比(Shean-Bii Chiu, Ph.D.) | |
| dc.contributor.author | Hsiu-Ju Wang | en |
| dc.contributor.author | 王秀如 | zh_TW |
| dc.date.accessioned | 2021-06-15T07:00:28Z | - |
| dc.date.available | 2012-02-20 | |
| dc.date.copyright | 2011-02-20 | |
| dc.date.issued | 2011 | |
| dc.date.submitted | 2011-01-24 | |
| dc.identifier.citation | 中文部分
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/48524 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T07:00:28Z (GMT). No. of bitstreams: 1 ntu-100-P97745003-1.pdf: 7428758 bytes, checksum: 82efb82c0373ad4da2b88065cb850e9d (MD5) Previous issue date: 2011 | en |
| dc.description.tableofcontents | 口試委員會審定書 i
謝辭 ii 中文摘要 iii 英文摘要 iv 目錄 v 表次 vii 圖次 ix 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 研究範圍與對象 2 第四節 研究流程 2 第二章 文獻回顧 4 第一節 關係品質 4 第二節 顧客滿意度 10 第三節 顧客忠誠度 14 第三章 研究方法與假說 19 第一節 研究架構 19 第二節 研究對象 19 第三節 統計與分析方法 19 第四節 變項之操作性定義與衡量 22 第五節 研究假說 25 第四章 結果分析與討論 28 第一節敘述性統計分析 28 第二節因素分析及效度分析 33 第三節研究假說之驗證 44 第四節綜合討論 56 第五章 結論與建議 60 第一節結論 60 第二節建議與限制 62 參考文獻 64 中文部分 64 英文部分 66 | |
| dc.language.iso | zh-TW | |
| dc.subject | 顧客忠誠度 | zh_TW |
| dc.subject | 關係行銷 | zh_TW |
| dc.subject | 關係品質 | zh_TW |
| dc.subject | 顧客滿意度 | zh_TW |
| dc.subject | relationship quality | en |
| dc.subject | customer loyalty | en |
| dc.subject | customer satisfaction | en |
| dc.subject | Relationship marketing | en |
| dc.title | 國內券商之關係品質、顧客滿意度、顧客忠誠度之研究 | zh_TW |
| dc.title | Domestic brokerage relationship quality, customer satisfaction, customer loyalty study | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 李存修,廖咸興 | |
| dc.subject.keyword | 關係行銷,關係品質,顧客滿意度,顧客忠誠度, | zh_TW |
| dc.subject.keyword | Relationship marketing,relationship quality,customer satisfaction,customer loyalty, | en |
| dc.relation.page | 83 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2011-01-24 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 財務金融學研究所 | zh_TW |
| 顯示於系所單位： | 財務金融學系 | |
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