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博碩士論文 etd-0905105-143518 詳細資訊
Title page for etd-0905105-143518
論文名稱
Title
銷售責任額困難度、客戶導向服務、工作滿足及離職傾向關係探討 -以高雄地區財富管理銀行理財人員為例
A Study on the relationships between financial advisors’ perceived quota difficulty, customer orientation, job satisfaction and turnover intention- Using Kaohsiung area wealth management banking sector as an example
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
79
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2005-06-25
繳交日期
Date of Submission
2005-09-05
關鍵字
Keywords
客戶導向服務、財富管理、工作滿足、銷售責任額、離職傾向、財務顧問
perceived quota difficulty, salespeople (financial advisor), job satisfaction, wealth management, customer orientation, turnover intention.
統計
Statistics
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中文摘要
中文摘要

論文名稱:銷售責任額困難度、客戶導向服務、工作滿足及離職傾向關係探討
-以高雄地區財富管理銀行理財人員為例
校所組別:國立中山大學企業管理研究所 頁數:69
畢業時間及提要別:九十三學年度第二學期碩士學位論文摘要
研究生:黃佩琪 (Pei-Chi Huang)
指導教授:劉維琪博士(Victor W.C. Liu, Ph. D.)、
陳世哲博士(Shyh-Jer Chen, Ph. D.)

論文摘要內容:

綜觀過去數十年台灣產業結構的變化,服務業已逐漸成為國內最大產業,而財富管理銀行業務更是近幾年來最熱門之金融服務。財富管理在歐美已行之有年,但在台灣仍屬開發初期。然而在追求企業高利潤及分攤風險的原則下,如何提升理財人員的服務品質與工作績效,以及如何留住優秀的人才都是金融服務業重要的管理課題。本研究以財富管理銀行理財人員為研究對象,探討其認知的銷售責任額困難度、客戶導向服務、工作滿足及離職傾向之間的關係。

本研究採取問券調查方式並以SPSS統計軟體針對樣本進行信度分析、描述性統計分析、單因子變異數分析及事後檢定、獨立樣本檢定、相關分析及回歸分析,重要發現如下:

1. 個人變項的不同對銷售責任額困難度、客戶導向服務、工作滿足及離職傾向有部分顯著之差異。
2. 銷售責任額困難度對客戶導向服務及工作滿足有顯著的負相關。
3. 銷售責任額困難度對離職傾向有顯著的正相關。
4. 客戶導向服務對工作滿足有顯著的正相關。
5. 客戶導向服務及工作滿足對離職傾向有顯著的負相關。
6. 客戶導向服務對銷售責任額困難度及工作滿足並沒有顯著的中介效果。

客戶及員工是企業最寶貴的兩大資產,本研究結果發現理財專員認知之銷售責任額困難度對客戶導向服務及工作滿足有顯著的負相關。建議金融機構之財富管理事業應重視訂定合理的銷售責任額,並強調客戶導向服務的重要性,並架構公平完善的福利制度及訓練課程。畢竟,快樂的員工及優質的服務品質才能為企業創造出最佳的績效。

關鍵字:財富管理、財務顧問、銷售責任額、客戶導向服務、工作滿足、離職傾向
Abstract
A Study on the relationships between financial advisors’ perceived quota difficulty, customer orientation, job satisfaction and turnover intention- Using Kaohsiung area wealth management banking sector as an example

Abstract:
In retrospect over the changes of past few decades, service industry has gradually become the largest industry in Taiwan and wealth management banking services has become the most desired financial services over the past few years. Despite that wealth management service has already been in existence in the western world for a long period of time, it is still in its infant stage for the domestic banking sector. In the face of fierce competition, gaining highest profit with lowest risk has been the objective of every bank in Taiwan. How to strengthen the service quality, enhance productivity and retain qualified financial advisor has been financial players’ utmost goal. Thus, this study aims to study the relationships between financial advisors’ perceived quota difficulty, customer orientation, job satisfaction and turnover intention.

This research utilizes questionnaire study method and using SPSS for Windows as the tool to conduct statistical analysis, including reliability test, descriptive analysis, ANOVA test, correlation and regression analysis. The research findings are as follow:

1. There has been partial significant difference for individual variables’ with respect to their perceived quota difficulty, customer orientation, job satisfaction and turnover intention
2. There are significant negative correlations between financial advisors’ perceived quota difficulty and customer orientation as well as job satisfaction.
3. There are significant positive correlations between financial advisors’ perceived quota difficulty and turnover intention.
4. There are significant positive correlations between financial advisors’ customer orientation and job satisfaction.
5. There are significant negative correlations between financial advisors’ customer orientation and turnover intention.
6. There was no significant evidence of mediation for customer orientation with respect to perceived quota difficulty and job satisfaction.

Given the research results, the financial institutions should seriously look into setting up a reasonable sales quota while simultaneously stress the importance of customer oriented service. The human resources department should establish a comprehensive and thorough benefit policy and training program to enhance employee job satisfaction and reduce turnover intention. On balance, customers and employees are the two most valuable assets for a firm. Only happy employees and excellent service quality can create utmost value and profit for a firm.

Key words: wealth management, salespeople (financial advisor), perceived quota difficulty, customer orientation, job satisfaction, turnover intention.
目次 Table of Contents
Table of Contents
Contents Page
Acknowledgements/謝辭………………..………………………..………….. I
Chinese Abstract/中文摘要………………..………………………..……… II
Abstract ………………..………………………..………………………..…… IV
Table of Contents…………………………………..………………………….. VI
List of Tables…………………………………..………………………………. VIII
List of Figures…………………………………..…………………………….. IX

Chapter 1 Introduction …………………………………..…………………… 1

Chapter 2 Literature Review………………………………………………… 4
2.1 Perceived quota difficulty……………………………………… 4
2.1.1 Perceived quota difficulty and sales customer orientation…… 5
2.2 Customer orientation……………………………….. ………….. 6
2.3. Job satisfaction and turnover intention…………………………. 9
2.3.1 Job satisfaction………………………………………………... 9
2.3.2 Perceived quota difficulty and job satisfaction……………….. 12
2.3.3 Customer orientation and job satisfaction……………………. 12
2.3.4 Turnover intention………………………………. …………… 12
2.4 The Banking Industry-Wealth Management Overview………… 14
2.4.1 Wealth management services…………………………………. 15
2.4.2 Overview on the domestic wealth management market………. 16

Chapter 3 Research hypothesis and methodology …………………... ……...
18
3.1 Theoretical Framework ………………………... ……... ……...
18
3.2 Method…………………………………. ……... ……... ……...
33
20
3.2.1 Sample and Data Collection………………………………….
20
3.2.1.1 Sample Details…………………………………………….
20
3.2.2 Operationalization of study variables……………………... …
21
3.2.3 Measure and analysis assessment …………………………….
25

Chapter 4 Measure assessment results ………………………………... ……...
26
4.1 Reliability test….. ……... ……... ……...……... ……... ……..... 26
4.2 Descriptive statistics.. ……... ……... ……... ……... ……... …... 29
4.2.1 Sample demographic data analysis……. ……. ……. ………..
29
4.2.2 Perceived quota difficulty data analysis……………………….
31
4.2.3 Customer orientation data analysis. .………… ………………
31
4.2.4 Job satisfaction data analysis………………. ………………...
32
4.2.5 Turnover intention data analysis.………………. …………….
33
4.3 One-way ANOVA test…………………………………..……… 35
4.3.1 One way analysis of variance (ANOVA) test between demographics variables and perceived quota difficulty……… 36
4.3.2 One way analysis of variance (ANOVA) test between demographics variables and customer orientation…………… 36
4.3.3 One way analysis of variance (ANOVA) test between demographics variables and job satisfaction…………………. 37
4.3.4 One way analysis of variance (ANOVA) test between demographics variables and turnover intention…………….... 37
4.4 Correlation analysis………………. ……. ……. ……. ………. 42
4.5 Regression analysis…………………………………………….. 44
4.5.1 Perceived quota difficulty regression…………………….…… 44
4.5.2 Customer orientation regression.……………….…………... 45
4.5.3 Job satisfaction regression……………………………..……… 45
4.5.4 Multiple regression……………………….…….……….…... 46

Chapter 5 Research results and theoretical/ managerial implications
48
5.1 Research results….. ……. ……. ……. ……. ……. ……. ……. 48
5.2 Theoretical implications……. ……. ……. ……. ………. …….. 50
5.3 Limitations and future research……. ……. ……. ………. ……. 52

References……………………………………………………. ……. ……. …. 54

Appendix
Appendix I : Sample Survey Questionnaire (in Chinese) …….………………. 64
Appendix II: Survey Questionnaire Scale Items……. ……. ……. …..………. 67
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