本研究之目的在於探討銀行針對貴賓客戶要如何在財富管理上提供的理財服務和維持貴賓客戶的客戶關係管理，來滿足貴賓客戶的需求。因此，本研究藉由應用客戶關係管理的概念，來分析「關係行銷」、「效益」及「貴賓客戶忠誠度」三大構面及其各別次構面之間之相互關聯性關係。本研究以抽樣問卷發放調查方式，隨後以結構方程式模型(SEM)來驗證三大構面及其各別次構面相互之間相互關聯性關係之實證分析。所得之研究結果可提供銀行高層和理財專員在銀行貴賓戶財富管理服務的操作上之參考。

The purpose of this study is to explore how banks should provide wealth management services and maintain customer relationship management for VIP customers to meet the needs of VIP customers. Therefore, this study the concept of customer relationship management to analyze three aspects of "relationship marketing," "benefits" and "VIP customer loyalty" and the inter-relationship among sub-aspects of these different aspects. This study was conducted by a survey questionnaires, and then using the structural equation model (SEM) to verify the inter-relationship among the three aspect and their different sub-aspects based on empirical data and their analysis. The results obtained to provide some references to for operations of hight-level managers and senior bankers were the bank's VIP wealth management services.

誌謝 ⅰ
中文摘要 ⅱ
英文摘要 ⅲ
目錄 ⅳ
圖目錄 ⅵ
表目錄 ⅶ
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
1.3 研究樣本與對象範圍 2
1.4 研究流程 3
1.5 研究大綱 5
第二章 文獻探討 7
2.1 貴賓財富管理服務相關文獻介紹 7
2.2 關係行銷相關之定義 8
2.3 效益相關之定義 12
2.4 貴賓客戶忠誠度之相關定義 15
2.5 本研究所應用統計方法之相關文獻 17
第三章 研究設計與實施 19
3.1 研究架構 19
3.2 研究假設 20
3.3 操作性定義與衡量 26
3.4 問卷設計 30
3.5 資料分析方法 30
第四章 實證分析 35
4.1 樣本結構分析 35
4.2 因素分析與信度和效度分析 37
4.3 結構方程式分析 43
4.4 假說關係驗證 47
第五章 結論與建議 53
5.1 結論 53
5.2 研究限制 55
5.3 管理意涵 56
5.4 未來研究之建議 57
參考文獻 59
附錄 69
附錄本研究之問卷 69
圖目錄
圖 1 - 1 本研究流程圖 4
圖 3 - 1 研究架構圖 20
圖 4 - 1 適合度檢定路徑分析圖 50
圖 4 - 2 路徑係數與假設驗證圖 51

表目錄
表 2 - 1 關係行銷之相關文獻 11
表 2 - 2 關係效益之相關文獻 13
表 2 - 3 理財效益之相關文獻 15
表 2 - 4 貴賓客戶忠誠度之相關文獻 17
表 3 - 1 關係行銷之衡量問項 28
表 3 - 2 效益之衡量問項 28
表 3 - 3 貴賓客戶忠誠度之衡量問項 29
表 3 - 4 結構模型配適度檢定指標 33
表 4 - 1 樣本結構分析表 36
表 4 - 2 研究構面之KMO值與Bartlett檢定 37
表 4 - 3 關係行銷驗證性因素分析 38
表 4 - 4 效益驗證性因素分析 40
表 4 - 5 貴賓客戶忠誠度驗證性因素分析 42
表 4 - 6 區別效度分析與變數相關係數表 43
表 4 - 7 整體理論模式之衡量分析表 46
表 4 - 8 理論結構模式之路徑係數與假設驗證 48

一、中文部分
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三、網站資訊
1. 金融監督管理委員會(2005)，「銀行辦理財富管理業務應注意事項」。
https://law.fsc.gov.tw/LawContent.aspx?media=print&id=FE059203
2. 金融監督管理委員會(2022) ，「銀行辦理高資產客戶適用之理財商品及服
務管理辦法」。https://law.moj.gov.tw/LawClass/LawAll.aspx?
pcode=G0380267