私人銀行客群品牌權益及移轉障礙對顧客忠誠之研究

本研究旨在私人銀行的高階財富管理客群中，探索品牌權益、移轉障礙、與顧客忠誠之間的關係，希望了解高階財富管理客群在顧客忠誠上，品牌權益及移轉障礙所扮演的角色，並藉由次研究了解高階財富管理族群的往來特性。本研究透過問卷調查的方式進行非機率抽樣之便利調查，在公開場合徵求客戶之意願填寫問卷。最後共發出 260 份問卷，回收 185 份，其中有效問卷為 157 份。為顧及客戶消費經驗之完整性，所有受訪者皆為私人銀行客層之目標群、具海外開戶經驗、投資金額約在10萬美金以上。由結果可知，品牌權益構面與顧客忠誠存在著正向顯著的關係。移轉障礙構面上，除了替代品吸引力之外，人際關係、移轉成本、移轉障礙皆與顧客忠誠為顯著關係。品牌權益與移轉障礙之間，除替代品吸引力與品牌權益呈現反向並顯著的關係之外，品牌知名度、知覺品質、品牌聯想、品牌權益與移轉障礙之間，以及人際關係、移轉成本、移轉障礙與品牌權益之間皆呈現正向顯著的關係。
This paper is intened to investigate the relationship between brand equity, switching barrier and customer loyalty. This paper object of study is the persons who are the private banking's focus customers. At the research results: (1) The brand equity (brand awarness, sense quality, brand association) has positive influence on the customer loyalty (action loyalty and attitude loyalty); (2) The switching barrier (the interpersonal relationship, switching cost, the attractiveness of alternative) has positive influence on the customer loyalty. But the attractiveness of alternative does not have critical influence on the customer loyalty; (3) Brand equity and the switching barrier have positive influence. Brand awareness, sense quality, brand association and the switching barrier have positive influence, The brand equity and the attractiveness of alternative have negative influence.