隨著景氣循環，環境變遷，科技進步，消費者消費習慣、方式的改變，金融業也面臨嚴峻的挑戰。過去證劵商收入來源，以靠顧客交易證劵、期貨，從中賺取手續費。近年來，投資環境不佳，投資人越來越難從交易市場中賺取利潤，導致交易量日漸萎縮。加上行動裝置的普及，電子式交易的比重也越來越高，從業人員與顧客的互動頻率越來越低。種種因素下，劵商開始財富管理的轉型。轉型就是挑戰的開始，對從業人員而言，商品越來越多，需要的專業知識層級越來越高，銷售商品更是推陳出新。
本研究以兆豐證劵為研究對象，發放顧客及從業人員問卷，探討顧客、從業人員及劵商的相互關係。研究結果發現，報償制度調整與從業員人顧客導向行為有顯著相關，且顧客的服務感受最直接影響顧客滿意度。因此本研究建議劵商應調整從業人員報償制度，讓從業人員銷售朝向顧客導向，提高服務感受，進而提升顧客滿意度。

Nowadays, the financial industry is facing serious challenges because of the change of consumer’s consumption behavior, environment and technology. In the past time, securities dealers earned the money from the fee of securities and futures. But in recent year the trading volume is shrinking because of the worst investing environment so the investors can’t earn benefit from the transaction. And also because of the mobile device’s popularity, electrical transaction is becoming familiar and on the other hand sales person have less opportunity interacting with customer. According to those reasons above, securities dealers need to do something new and transform themselves. But changing is the start of challenge. For practitioners, the more the merchandises they provide, the more professional knowledge they will need.
Therefore, the research uses Mega Securities as the case study. The study investigated the interrelation between practitioners, customers and securities dealers. The study found out two results, one is that there has positive relation between payroll system and the way practitioners treat the customers. The other is that the customers’ experience will directly influence customers’ satisfaction. As the result, the study recommend securities dealers should adjust the practitioners’ payroll system let the practitioners turn toward customers’ oriented and improve the customer experience in order to improve customers’ satisfaction.

論文審定書 …………………………………………………………………………i
誌謝 …………………………………………………………………………………ii
中文摘要 ..…………………………………………………………………………iii
英文摘要……………………………………………………………………………iv
目錄 ...………………………………………………………………………………v
表次 ………………………………………………………………………………vii
圖次 ………………………………………………………………………………xi
第一章 緒論 …………………………………………………………………………1
第一節 研究背景與動機 ...…………………………………………………………1
第二節 研究目的 ...…………………………………………………………………3
第三節 研究定義範圍與對象....……………………………………………………4
第二章 文獻探討 ……………………………………………………………………5
第一節 服務品質 ...…………………………………………………………………5
第二節 顧客滿意度..………………………………………………………………12
第三節 顧客抱怨..…………………………………………………………………15
第四節 內部行銷..…………………………………………………………………19
第五節 顧客導向..…………………………………………………………………22
第六結 顧客關係管理…..…………………………………………………………26
第三章 研究設計 …………………………………………………………………28
第一節 研究架構………………………………………..…………………………28
第二節 問卷設計與發放 ……………………………...…………………………30
第三節 抽樣方法 …………………………………………………...……………34
第四節 分析方法 …………………………………………………...……………36
第四章 產業分析與公司簡介 …………………………………………...………38
第一節 台灣證劵業現況與未來發展…………………………………….………38
第二節 兆豐證劵簡介……………………………………………………..……..42
第五章 資料分析……………………………………………………………..…..44
第一節 敘述性統計分析 ……………………………………………………..…44
第二節 信度與效度分析 ……………………………………………………..…66
第三節 人口統計變數分析 ……………………………………………………..74
第四節 相關分析 ……………………………………………………………..…84
第五節「服務品質」對「顧客滿意度」之影響 ……………………………....85
第六節「內部行銷」對「顧客導向」之影響 …………………………………86
第六章 結論與建議 ……………………………………………………………..86
第一節 結論 ……………………………………………………………………..86
第二節 建議 ……………………………………………………………………..87
第三節 管理意涵 ………………………………………………………………..88
第四節 研究限制與未來研究方向 ……………………………………………..89

參考文獻 …………………………………………………………………………90
附錄A顧客問卷………………………………………………………………….102
附錄B從業人員問卷…………………………………………………………….105

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