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本研究利用顾客关系管理的观念,来探讨关系销售行为与忠诚度间因果关系的实证分析,并以结构方程式模型来验证关系销售行为(含互动强度、个人性沟通、优先对待和酬谢等构面)和忠诚度(含行为忠诚度和态度忠诚度等构面)各个构面之间的因果关系。本文利用随机抽样的问卷调查方式,针对银行高端理财客户进行问卷发放。实证结果显示,本研究的假说大部分是成立的,其主要证实不同关系销售行为会针对不同程度的信任,并非单一类型的信任,而影响不同种类的关系价值及顾客忠诚度。本研究所获知的实证结果与管理实务上的意涵,企盼能提供银行业或相关特性的服务产业在发展顾客关系活动上有许多策略上的建议。
This study uses the concept of customer relationship management to explore the causal relationship between relationship sales and loyalty empirical empirical analysis and structural equation model to verify the relationship between sales behavior (including interaction intensity, personal communication, priority treatment and reward aspects ) And loyalty (including behavioral loyalty and attitude loyalty and other aspects) causal relationship between the various facets. In this paper, a random sample of the questionnaire survey, for high-end financial management bank customers questionnaires. Empirical results show that most of the hypotheses in this study are validated, which mainly confirm that the sales of different relationships will focus on different levels of trust, not single types of trust, but affect different types of relationship value and customer loyalty. The empirical findings and management practices learned in this study and the service industries that are hoping to provide banking or related attributes have many strategic suggestions for developing customer relationship activities.