探討關係品質與未來往來意願之研究：以金控公司之顧客關係管理觀點

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Title:	探討關係品質與未來往來意願之研究：以金控公司之顧客關係管理觀點
Authors:	王文宏
Contributors:	國際企業管理學系
Keywords:	顧客關係管理 customer relationship management 關係品質 relationship quality 未來往來意願 future behavioral intentions
Date:	2012
Issue Date:	2012-11-01 11:08:07 (UTC+8)
Abstract:	隨著台灣金融業者的競爭激烈，金融業者逐漸擴大規模走向合併，增加金融業者本身的競爭力，使得金融控股公司的管理也漸漸受到矚目，因此本研究探討金融控股公司所運用的顧客關係管理，與關係品質和顧客的未來往來意願之間的關係，藉由這三項變數來建立整合性的研究架構，希望能本研究的研究成果，對於目前的金融業加以建議給予貢獻。本研究以曾經與金控業者往來的顧客為研究對象，並且以問卷調查的方式進行抽樣，共有200份有效樣本。研究結果顯示：(1) 金控公司顧客關係管理對關係品質及未來往來意願呈顯著正向的關係；(2)金控公司之關係品質對顧客未來往來意願呈顯著正向的關係；(3)關係品質在顧客關係管理與未來往來意願間具有中介效果。 As the financial market more and more competition, the financial sector gradually expand their business and merger to increase the financial industry's competitive. Therefore this study investigate the relationship in customer relationship management, relationship quality and future behavioral intentions, and we want to construct a framework, to have some contribution to the financial industry. In this study, the customers have dealings with the financial holding companies as the object of study, and the way of a questionnaire survey sampling, a total of 200 valid samples. The results showed that: (1)Customer relationship management has positive impact on relationship quality and future intention; (2)Relationship quality has positive impact on future intention; (3)Relationship quality has the mediating effect between the customer relationship management and future intention.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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