企業形象、關係行銷、承諾對顧客忠誠度的關聯性之研究 - 以台北地區銀行財富管理顧客為例

Abstract

As technology advances, the pace of globalization accelerated in 2002, Taiwan formally joined the WTO, the restrictions have been removed, the industry becoming more and more intense competition, resulting in the era of low-profit businesses, the customer transaction process between short the relationship between customer loyalty culture is not easy, how to enhance customer loyalty and gain market leadership position to create a stable and more excess profits, the industry has become a key factor in successful. In recent years, as Taiwan's financial industry has transformed the financial services sector, who also face many competitors, financial product homogeneity is high and decress many restrictions, with the trend of international capital, but also experienced the Asian financial crisis in a century financial tsunami, in another transformation into a risk-free fee income of the bank wealth management business be greatly affected. So how to enhance corporation image and restore the trust of customers is the urgent issue. Banking and wealth management businesses in particular rely on the maintenance of customer relations, to develop customized marketing and services to enhance customer loyalty, increase profitability of banks. In this study, the subjects for the Taipei area of wealth management customers to sample survey conducted to explore the banks corporate image, relationship marketing, commitment to customer loyalty relevance, by the analysis results of the industry as a bank of wealth management marketing. The results of empirical analysis, this study found that：(1) wealth management business in the Taipei area between customer main emphasis on the domestic banks and investment are more average proportions, and amounts, showing most of the customers business or finance emphasis on domestic banks, in major banks and investment ratio between the amount of customers also large the space to work on. The customer’s trust the bank the higher proportion of investment and higher. (2) Customers better perceived image of banks and bank-customer relationship marketing more closely, it will increase the long-term relations will, when the customer contacts the bank the better the overall experience, the banks meet the individual needs of relationship marketing, in the transaction process will be reduced the uncertainty of each other, would effectively increase the bank's trust and commitment with customers, thus increasing long-term relations will. (3) When customers have long-term contacts and firm commitments with the bank, that will incrence the long-term customer loyalty. Finally, this study suggests: to enhance customer loyalty must be to maintain and improve good corporate image, in the course of dealing with customers, developing marketing strategies in different segments, and use customer relationship management information system to establish the integration of sales and service strategy, the integration of business information used as reference to further expand the business to develop and maintain long-term customer relationships will enhance the long-term customer loyalty.