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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/3072

    Title: A Study of Relationship Marketing For Banking Financial Management Market
    Authors: Hung-Neng Liao
    Contributors: Department of International Business
    Keywords: Relationship Marketing
    Date: 2008
    Issue Date: 2009-11-16 19:33:57 (UTC+8)
    Publisher: Asia University
    Abstract: First, this research utilized the factor analysis method to abstract the factors affecting customer?s acknowledgment of wealth management market bank. Then the cross analysis was used to treat the differences of each relationship marketing factor according to investor?s financial background and investment behavior. Finally, the discriminate analysis was used to discuss the effects between relationship outcome and relationship market?relationship quality and relationship benefit.
    This research shows ??1?customers care mostly about the bank?s reputation and also their personal privacy. Therefore, wealth management banks must strictly enforce the ethical selling policy to protect their customers? personal information. ?2?Customers pay more attention on the interactions with wealth management banks rather than their promotion packages. Hence, from bank?s point of view, enhancing customer interactions will be the major marketing strategy to attract customers to ask for investment planning. ?3?Higher income investors tend to pay more attention on the interactions and information exchange with their wealth management banks. ?4? Wealth management bank?s original customers care more about overall service quality than new customers. If they satisfy and rely on the services provided by their wealth management banks, they will be willing to continue or even increase their amount of investment with those banks
    Appears in Collections:[國際企業學系] 博碩士論文

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