近幾年金融環境與經濟狀況的改變，各銀行積極強化與創新以提昇銀行競爭力，財富管理業務也成為近幾年銀行主要獲利來源，成為銀行極為重要的業務項目。而經歷過2008年的金融風暴後,以及現今的歐債危機，銀行面臨客戶對於金融業的信任度與顧客關係的考驗，如何讓銀行與高資產客戶找到對的理財專員，並透過理財業務人員提供好的服務創造銀行與顧客雙贏的局面也是目前金融業重要的課題。
   對金融業而言,滿足客戶的需求,並透過專業的理財專員提供的服務使顧客滿意，深耕客戶使顧客讓銀行成為主要往來行，才能創造公司的競爭力與企業利潤。本研究探討透過理財專員的特質提供給銀行高資產客戶對銀行的服務品質重視度與滿意度的衡量,以作為銀行經營財富管理業務策略的參考。
研究目的為:
一、服務品質特性及財富管理客戶服務品質衡量構面的建立與分析。
二、探討銀行財富管理客戶對銀行服務品質的重視程度與滿意程度。
三、分析銀行財富管理客戶對服務的期望水準與接受服務後的認知水準之間的差異。
四、利用重視程度與績效水準分析，提出相關建議以供銀行作為提升服務品
    質的參考。
    本研究透過問券調查方式以理財專員服務品質與顧客滿意度的關聯性之研究,以專業知識、互動頻率、服務感受、信賴度、顧客關係,五個構面作比較與分析。
研究發現,銀行要博得顧客的感情與信任度,理財專員需具備專業知識與真誠相待的服務態度才能進一步取得客戶的信任，建立與顧客的緊密關係。









關鍵字:服務品質、顧客滿意度

The recent change of financial environment and economic situations in these years stimulates all banks to improve and innovate actively so that they may stay competitive in the market. On the other hand, wealth management has become a main source of income for banks recently. Yet, the global financial crisis of 2008 and the current European debt crisis have put clients’ trust in banks and customer relations to the test. In this case, how to locate promising financial consultants of wealth management for clients with huge assets and to create a win-win situation by providing excellent services to customers have become a vital issue for the banking sector. 
   It is essential for the banking sector to meet the demands of clients and to have professional financial consultants provide satisfying services to customers. This way these clients may become frequent customers and their loyalty is then likely to create the competitiveness and profits for the bank. Therefore, this study is aimed at discovering the features of financial consultant so that clients with huge assets may use it to assess the service quality of a bank. Its study result may also serve as a reference for banks to determine their operation strategies of wealth management.
The study is aimed at the following objectives:
I. To establish and analyze the key aspects to evaluate the features of service quality and the service quality of wealth management clients.
II. To discuss how much do wealth management clients value the service quality of banks and how well are they satisfied.
III. To analyze and discover the difference between wealth management clients’ expected service level and their perceived service level after they have used the services.
IV. To propose suggestions as a reference for banks to improve their service quality based on their emphasis and performance of this issue.
    This study conducts questionnaire survey to discover the correlation between financial consultants’ service quality and the customer satisfaction, comparing and analyzing the data based on five aspects: expertise, interactive frequency, service perception, reliability, and customer relations. It is concluded that in order to win clients’ trust and loyalty, financial consultants have to equip themselves with expertise and sincerity so that they may be able to establish a close relationship with their clients. 

Key words: service quality, customer satisfaction

謝誌    Ⅰ	 
中文摘要Ⅱ	 
英文摘要Ⅳ	 
目錄    VI	 
表目錄  Ⅷ
圖目錄  Ⅸ    
                               
第一章	緒  論	1
第一節  研究背景	1
第二節  研究動機	2
第三節  研究目的	4
第四節  研究範圍與對象 5
第五節  研究流程	5
第六節  論文架構	7
第二章  文獻回顧	8
第一節  財富管理	8
第二節  銷售人員特質        13  
第三節  服務品質的概念	17
第四節  顧客滿意度	         41
第三章  研究設計與方法	50
第一節  研究架構	         50
第二節  問卷設計	         50
第三節  資料蒐集的方法	52
第四節  資料分析的方法	53
第四章  資料分析	         55
第一節  樣本結構分析	55
第二節  服務品質之重視程度分析	58
第三節  服務品質之滿意程度分析	64
第四節  服務品質重視程度及滿意程度差異分析	70
第五節  重視程度-績效水準分析	73
第五章  結論與建議	78
第一節  研究結論	78
第二節  研究發現	81
第三節  研究限制	84
第四節  後續研究方向	85

參  考  文  獻	87
一、中文文獻	87
二、外文文獻	89
三、網路資源	102
附錄：問卷	103
表目錄
頁次
表 2-1 財富管理貴賓理財資格/銀行尊榮禮遇與服務內容	10
表 2-2 銷售人員特質定義	14
表 2-3 銷售人員特質衡量構面	16
表 2-4 服務的定義	19
表 2-5 品質的定義	23
表 2-6 服務品質的定義	26
表 2-7 銀行服務品質的定義	28
表 2-8 SERVQUAL 量表服務品質構面與衡量意義	36
表 2-9 服務品質衡量構面	37
表 2-10 顧客滿意度的定義	41
表 2-11顧客滿意度的衡量	43
表 3-1 銀行的服務品質構面及組成問項	52
表 4-1 有效樣本受訪者的性別分佈情形	55
表 4-2 有效樣本受訪者的婚姻分佈情形	55
表 4-3 有效樣本受訪者的年齡分佈情形	56
表 4-4 有效樣本受訪者的家庭人數分佈情形	56
表 4-5 有效樣本受訪者的教育程度分佈情形	57
表 4-6 有效樣本受訪者從事的行業分佈情形	57
表 4-7 有效樣本受訪者平均月收入分佈情形	58
表 4-8 有效樣本受訪者個人投資理財屬性	58
表 4-9 服務品質屬性的重視程度	61
表 4-10 服務品質屬性的滿意程度	67
表 4-11 服務品質屬性的t檢定結果	70
圖目錄
頁次 
圖 1-1 研究流程圖	6
圖 2-1 服務品質的觀念性模式	32
圖 2-2 認知服務品質連續帶	33
圖 2-3 PZB 服務品質衡量構面與模式	35
圖 2-4 服務品質屬性重視程度-績效水準分析示意圖	40
圖 2-5 顧客滿意度的「四基礎論」	46
圖 2-6 持本志行的顧客滿意度的構成內容	47
圖 2-7 顧客滿意度的總體意涵	49
圖 3-1 研究架構圖	50
圖 4-1 服務品質屬性的重視程度	64
圖 4-2 服務品質屬性的滿意程度	69
圖 4-3 服務品質重視程度及滿意程度的均數差分析	73
圖 4-4 服務品質屬性重視程度-績效水準座標圖	74

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