投顧公司之獎勵活動對台北市銀行理財專員銷售行為意向影響

Abstract

摘 要 金融市場經歷2008年金融海嘯之重挫後，各金融業除了面臨著不變的高度競爭產業環境，在投資人信心低落的投資氛圍中，也進而影響金融銀行理財專員之金融投資商品銷售意願甚低。 惟投資人的投資信心與需求著眼於全球各政府為金融海嘯後刺激景氣復甦所持續採取之低利率政策、通膨、老化的人口現象，與日益明顯的貧富懸殊差益逐漸恢復，進而也使得銀行理專的基金銷售意願提升，在國人與金融機構意識國內提供理財規劃的需求之重要性。 亦者有鑑於銀行對於客戶提供財富管理服務行之有年多以選擇基金商品為客戶資產提供規劃投資之建議，因此基金業者投顧公司對於面對同業高度的競爭與理專選擇性的多樣化，內部對於如何提供良好的專業品質服務已是基本要件，而投顧公司為了讓銀行理財專員願意與投顧公司維持長期友好的關係對於持續不斷提供多元的關係行銷而以活動中的獎勵活動予以高度重視並時常求新求變。 本研究旨在探討投顧公司之獎勵活動影響變數對於台北市銀行理專銷售行為意向關係影響。本研究係以台北市銀行理專為研究對象，共抽取樣本50人回收50份，無無效問卷須刪除，有效問卷共50份，有效回收率100%。樣本資料經整理進行信度分析、因素分析、皮爾森(Pearson)積差相關、多元逐步迴歸分析等統計方法之分析處理，並獲得下列研究結論，冀盼能對投顧基金公司推行獎勵活動策略之參考，主要研究結果如下: 一、 投顧公司的獎勵活動影響變數對於台北市銀行理專銷售行為意向有正向影響關係。 二、 本研究架構的「投顧公司的獎勵活動對台北市銀行理專銷售行為意向的影響」模式之下，以何者的相關性最強。 關鍵字:獎勵活動、忠誠度、滿意度、銀行理財專員、投顧公司

Abstract Financial markets have tumbled in 2008 after the financial tsunami, in addition to the financial industry is facing the same highly competitive industry environment, low investor confidence in the investment climate, it is also thereby affecting the financial and banking financial consultants financial investment willingness even merchandising low. However, investor confidence in investment and demand to focus on the government global stimulate. Economic recovery by continuing to take the low interest rate policy, inflation, population aging phenomenon, with increasingly evident disparity gains gradually restored, and thus also allows banks the willingness to fund sales management professionals to enhance the awareness of people and domestic financial institutions to provide financial planning. For those who have given banks also provide wealth management services by using mutual funds for several years. In the fund industry investment consultancy companies face the same industry for the highly competitive and selective diversification management professionals internal expertise on how to provide good quality services have become basic elements, and investment consulting company in order to allow banks to financial advisors and investment consultancy companies willing to maintain long-term friendly relations are continuing to provide diverse activities in relationship marketing and incentive activities to be attaches great importance to and often innovative ideas. This study aimed to investigate the activities of investment consultancy companies an incentive effect Taipei bank Financial Consultant Sales for variable sales relationships influence behavior intention. This study was to Taipei bank Financial Consultant Sales for the study of a sample of 50 people recovered 50 copies, no invalid questionnaires to be removed, a total of 50 valid questionnaires, the effective rate of 100%. Sample data collated for reliability analysis, factor analysis, Pearson correlation, multiple regression analysis and other statistical methods of analysis and processing, and access to the following conclusion, hope able to fund investment consulting company introduced a reward active policy the reference, the main findings are as follows: First, the incentive Activities of investment consultancy companies tothe Taipei bank Financial Consultant Sales for variable behavioral intention sale has a positive impact. Second, this study architecture "investment consultancy companies reward activities to Taipei bank Financial Consultant Sales practices Intention" mode, the order whichever is strongest correlation. Keywords: Incentives, loyalty, satisfaction, Financial Consultant Sales, investment consultancy companies