面對日趨激烈的金融市場，金融機構管理者的經營者必須正視如何透過有效的管理機制，協助理財專員在面對不同顧客需求時，能夠運用自身的情緒智商，展現適當合宜的顧客導向行為，繼而提高顧客忠誠度。是故，本研究整合情緒感染理論與情緒評估理論，探討並驗證理財專員的情緒智商對顧客導向行為與顧客忠誠度的影響效果，同時檢驗情緒智商是否會透過顧客導向行為，對顧客忠誠度產生影響。本研究針對國內從事財富管理服務的理財專員及其所屬顧客，以問卷方式蒐集133位理財專員與571顧客之資料，進行層級迴歸分析。結果發現，情緒智商分別對顧客導向行為、顧客忠誠度具有顯著正向影響，顧客導向行為對顧客忠誠度亦有顯著正向影響。此外，顧客導向行為在情緒智商與顧客忠誠度間，則有顯著的中介效果。針對上述結果，本研究提出理論意涵與管理建議。

Facing the increasingly fierce competition of the financial market, management of financial institutions has to help financial consultants make use of their own emotional intelligence to deal with the various customer needs so as to enhance customer loyalty. Integrating the emotional contagion theory with the appraisal theory of emotions, this study developed and examined the effects of emotional intelligence on customer-oriented behavior and customer loyalty as well as the mediating effect of customer-oriented behavior between emotional intelligence and customer loyalty. Data was collected from 133 financial consultants in charge of wealth management and their 571customers in Taiwanese banks and analyzed using hierarchical regression. The results show that emotional intelligence had positive influence on financial consultants’ customer-oriented behavior and customer loyalty, and customer-oriented behavior had positive effects on customer loyalty toward financial consultants. In addition, emotional intelligence had effects on customer loyalty through customer-oriented behavior. Based on the findings, both theoretical and practical implications are discussed.

目　錄	I
表目錄	III
圖目錄	IV
第一章　緒論	1
第一節	研究背景與動機	1
第二節	研究目的	5
第三節	研究流程	6
第二章　文獻探討	7
第一節	情緒智商	7
第二節	顧客導向行為	11
第三節	顧客忠誠度	16
第四節	情緒智商對顧客導向行為之影響	18
第五節	顧客導向行為對顧客忠誠度之影響	20
第六節	情緒智商對顧客忠誠度之影響	21
第七節	顧客導向行為之中介效果	22
第三章　研究方法	24
第一節	研究架構	24
第二節	研究設計	24
第三節	變數衡量	26
第四節	分析方法	27
第四章　分析與討論	28
第一節	敘述性統計	28
第二節	信效度分析	30
第三節	差異分析	31
第四節	相關分析	37
第五節	層級迴歸分析	38
第五章　結論與建議	45
第一節	研究結果與討論	45
第二節	管理意涵與建議	47
第三節	研究限制與後續研究建議	49
參考文獻	51
中文文獻	51
英文文獻	53
附錄-問卷	60
附錄一　理財專員版	60
附錄二　顧客版	63
表目錄
表4-1　理財專員樣本特性	29
表4-2　顧客樣本特性	30
表4-3　研究變數之信度表	31
表4-4　理財專員性別與情緒智商間之差異分析	32
表4-5　理財專員年齡與情緒智商間之差異分析	32
表4-6　理財專員服務年資與情緒智商間之差異分析	33
表4-7　理財專員教育程度與情緒智商間之差異分析	34
表4-8　理財專員性別與顧客導向行為間之差異分析	34
表4-9　理財專員年齡與顧客導向行為間之差異分析	35
表4-10　理財專員服務年資與顧客導向行為間之差異分析	35
表4-11　理財專員教育程度與顧客導向行為間之差異分析	35
表4-12　顧客性別與顧客忠誠度間之差異分析	36
表4-13　顧客年齡與顧客忠誠度間之差異分析	36
表4-14　顧客教育程度與顧客忠誠度間之差異分析	37
表4-15　顧客平均月收入與顧客忠誠度間之差異分析	37
表4-16　研究變項之平均值、標準差與相關分析表	38
表4-17　情緒智商及其子構面對顧客導向行為之直接效果	39
表4-18　顧客導向行為對顧客忠誠度之直接效果	40
表4-19　情緒智商對顧客忠誠度之直接效果	41
表4-20　顧客導向行為之中介效果	44
圖目錄
圖1-1　研究流程圖	6
圖3-1　研究架構	24

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