代理理論與信任關係發展之研究—以C證券公司為例

Abstract

如何與客戶建立長久的交易關係，成為企業面臨的一大課題，而客戶關係的建立不但可以取得消費者的信任，更可幫助企業獲得客戶的忠誠度，增加公司競爭力。而代理問題也成為建立信任關係中相當重要的一環。

本研究以個案研究方式，選擇臺灣一間證券商，針對其客戶案例做探討，分析其信任問題，並根據代理問題解決和建立信任關係，提出可因應之策略，以作為個案公司之參考。

How to develop the permanently buyer-seller relationship has become the essential issues in business. Establishing the longer buyer-seller relationship not only gain consumer's trust, but also help the company to earn the loyalty, and improve the competitive power of the company. The agent problems also become the important part of building the trust relationship.

This study chooses a negotiable securities firm in Taiwan, and focus on the customer cases to do the discussion. This study analyzes the trust problems in the customer cases, and propose the strategies to solve the agent problems and develop the trust relationship. The research result can be the reference to the negotiable securities firm.