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透過IPA模式探討臺灣財富管理業務之顧客服務品質-以C公司H分行為例 =...

劉育誠

透過IPA模式探討臺灣財富管理業務之顧客服務品質-以C公司H分行為例 = Importance Performance Analysis of Customer Service Quality of Wealth Management Business in Taiwan - A Case of H Branch of C Company

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Importance Performance Analysis of Customer Service Quality of Wealth Management Business in Taiwan - A Case of H Branch of C Company
作者:	劉育誠,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2015[民104]
面頁冊數:	[8], 47面圖，表 : 30公分;
標題:	銀行業
標題:	Banking Industry
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/03436811395115762975
附註:	參考書目：面45-47
附註:	104年3月25日公開
摘要註:	金融服務業是國家經濟發展重要的一環，台灣區銀行掌握客戶資金流向的優勢，為尋求獲利進而發展財富管理業務。2013年「世界億萬富豪人口調查報告」，亞洲億萬富豪的總財富增加幅度達13％。其中，台灣擠進富豪榜的人數有25位，總資產約500億美元。全球財富持續成長，意味著財富管理需求跟著提高，財富管理業務對銀行的貢獻度與重要性不斷提升，目前銀行業將焦點著重在年收入達300萬元以上金字塔頂端的客群，推出客製化的財富管理服務，每年財富管理市場的資產規模，至少可以達到1.5兆元以上。但是目前台灣區財富管理顧客的滿意度卻是愈來愈低，因此應思考如何提升服務品質，建立企業形象，再度提升客戶滿意度，讓客戶願意持續與銀行保持良好的往來關係。在台灣，銀行財富管理極為重視服務品質。因此，本研究以重要性-績效分析法(Importance-Performance Analysis, IPA)探討臺灣財富管理業務之客戶服務品質，對象為銀行財富管理的客戶，針對臺灣區C公司H分行之顧客，總計發出200份問卷，進行整理與剔除填答不完全之問卷後，共刪除28份無效問卷，總回收有效問卷172份，最後共計有效問卷率為86%。據此進行統計分析，將客戶服務品質項目分成四個象限，藉此瞭解C公司H分行在服務品質的各種重要與表現程度的情形。本研究希望透過此分析結果，能夠給予C公司H分行作為銀行業改善財富管理業務服務品質的參考，藉以提升客戶滿意度並且重視客戶關係的管理，創造經營績效。 Financial service industry is an important part in a country’s economic development. Taking advantage of clients’ capital flows, banks in Taiwan have tapped into the asset management business for more profits. The Wealth-X and UBS Billionaire census 2013 shows an increase of 13% in the total wealth of Asian billionaires. Just for Taiwan, there are 25 billionaires who have accounted for total assets of about $50 billion. As global wealth continues to grow, demand for asset management rises. The contribution and importance of asset management to banks have unceasingly been rising. At present, the focus of the banking industry is on the group of clientele at the top of the pyramid whose annual income is above 3 million. Customized asset management services have been introduced accounting for more than 1.5 trillion in the annual asset management market. However, the current customer satisfaction in asset management in the Taiwan region is getting lower and lower. Therefore, it is time to consider how to promote service quality to build up a good corporate image, further enhance customer satisfaction, and maintain a good relationship between customers and banks. In Taiwan, customer service quality is highly emphasized in banking asset management. Therefore, this study investigated the asset management customer service quality in Taiwan using Importance-Performance Analysis (IPA). The object of this study was the asset management account holders of a bank. Based on the customers of branch H of company C in Taiwan, a total of 200 questionnaires were given out. 28 questionnaires were deemed invalid because of incomplete responses. A total of 172 questionnaires were returned with a valid rate of 86%. An analysis was done on these questionnaires with customer service quality items categorized into four quadrants. Degree of importance and performance situation of service quality offered by branch H of company C was studied. Through this study, we hope to provide to branch H of company C a reference in how to improve service quality in the banking asset management industry so that customer satisfaction will be enhanced, customer relations management will be focused, and business performance will be created.

透過IPA模式探討臺灣財富管理業務之顧客服務品質-以C公司H分行為例 = Importance Performance Analysis of Customer Service Quality of Wealth Management Business in Taiwan - A Case of H Branch of C Company
劉, 育誠

透過IPA模式探討臺灣財富管理業務之顧客服務品質-以C公司H分行為例 = Importance Performance Analysis of Customer Service Quality of Wealth Management Business in Taiwan - A Case of H Branch of C Company / 劉育誠撰 - [高雄市] : 撰者, 2015[民104]. - [8], 47面 ; 圖，表 ; 30公分.
參考書目：面45-47104年3月25日公開.
銀行業Banking Industry

透過IPA模式探討臺灣財富管理業務之顧客服務品質-以C公司H分行為例 = Importance Performance Analysis of Customer Service Quality of Wealth Management Business in Taiwan - A Case of H Branch of C Company
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