Post on 01-Sep-2019
2006 34447-472
448
Consumer's Cognition of Service Encounter and
Relationship Quality to Financial ConsultantWith
Banking Industry as an Example
Hsueh-Lan Yang
Southern Taiwan University of Technology Pao-Lien Chen
Southern Taiwan University of Technology Ru-Hui Zhang
Southern Taiwan University of Technology
Abstract
In the past several years, the researches of customer relationship
management are focused on how to promote customer loyalty and service
quality. In banking industry, the service quality of financial consultant and
the method of elevating the relationship between customer and financial
consultant are important issues.
This research is based on the financial consultants professional role and
the relationship selling behavior. Besides, it also probes into the influence
that may be caused by selling result and consumers reaction throughout
consumers relationship quality consciousness. After using the Path Analysis,
we found that the bank service supplier could well utilize the concept of
roles behavior to strengthen and link up the behavior of various fields, such
as efficiency and interpersonal skill and so on and then increased the
customers trust and satisfaction in order to improve the result of selling. The
results could point out the revolution direction of banking industry in
customer relationship management.
Keywords: Customer Relationship Management, Service Encounter,
Relationship Quality, Relationship Marketing
449Marketing Review
596 8 7.4%
( ,2004,2005)
( ,2001)
Crosby, Evans and Cowles
1990
(
http://www.sunny.org.tw/fin/teach/teach66.htm)
450
:
Crosby (1990)
moment of truth
Bitner,1990
451Marketing Review
() service encounter
service encounter
face-to-face
(Solomon, Surprenant, Czepiel and Gutman,1985)Solomon et al. (1985)
1.
2.
3.
1
Solomon et al.(1985.)
-
1998
452
()
Crosby et.al,(1990)
professional expertise
professional ethics communication
interpersonal skillspersonal characteristics
Crosby et. al. (1990)
(Berry,1983; Berry and Parasuraman,1991)
(1998)
( )
(Crosby et al., 1990)
Crosby et al.(1990)
1. (Swan, Trawick, and Sliva,1985)2.
(Crosby and Stephens, 1987) (Trust)
(Blau,1964)
(uncertainty)
(vulnerability) (Deutsch,1962 Zand 1972)
(satisfaction)
453Marketing Review
Anderson and Narus (1991)
()
Crosby et al.(1990)2
2
Crosby, Evens and Cowles(1990)
454
Crosby et al.(1990)
1. (mutual disclosure)
(social
exchange theory)2. (cooperative intentions)
(Axelrod,1984)
3. (contact
intensity)
1. (similarity)
Crosby et al.(1990)
2. (expertise)
Swan, Trawick and Silva(1985)
(relationship consequences) 1. (sales
effectiveness)
(social penetration theory)
2.
(anticipation of future interaction)Kellerman(1987)
(Jackson,1985;
Levitt,1981)
(Crosby et al., 1990)
455Marketing Review
Crosby et al.(1990)
3
H4
H3
H2
H1
(X3)
(X1)
(X2)
(Y1)
(Y2)
456
4
(1998)
(1998)Crosby et al.(1990)
Crosby et al.(1990)
(trust) (satisfaction)
(1998)Crosby et al.(1990)
H8
H7
H5
(X1)
(X2)
(X3)
(Y1)
H6
H6
H5
H8
(Y2)
H7
457Marketing Review
H1
H2
Crosby et al. (1990) (1998)
Crosby et al.(1990)
Bitner(1990)
H3 H4
Crosby et al. (1990) (1998) (2000)
Crosby et al.(1990)Bitner(1990)
H5
H6
H7
H8
458
()
Solomon (1985)1.
2.3.
Crane and Clark,1988
Gardner(1987)
professional ethicsprofessional
expertise communication interpersonal
skillsperaonal characte ristics
()
Crosby et al.(1990)
Crosby et. al.1990Lagace1991
()
Crosby et. al. (1990)
(mutual disclosure) (cooperative
intentions) (contact intensity)
() (relationship consequences)
1.
Bitner(1990) (1998)
459Marketing Review
(2000)
2.
Crosby et.al.(1990)
()
1.
2.
Likert 1 5
SPSS
460
()
()
:
1. (Stability)
(Consistency ( 1996
(Internal Consistency)
Cronbachs Cronbachs 0.7
(Nunally,1978Wortzel,1979)
0.35 (Nunally, 1978)0.350.7
(2002)
2.
(2002) (content validity)
(construct validity)
(1996)
461Marketing Review
2001 11
:5. 4. 3. 2. 1.
2006
150 143 94.6%
( ) 142
94.6% 1
1
() 150 150 8 142 100% 100% 5.4% 94.6%
462
2
21~30 31~40 86.8%
81.1%41~80
81~12097.9%
56%70.6%
2
142 100.0% 58 40.8% 84 59.2% 20 0 0.0% 21~30 61 43.0% 31~40 63 44.4% 41~50 15 10.5% 51~60 2 1.4%
60 1 0.7% 0 0.0% 0 0.0% ( ) 10 7.0% 30 21.1% 86 60.6%
16 11.3% 40 34 23.9% 41~80 81 57.1% 81~120 25 17.6% 121~160 2 1.4% 161~200 0 0.0%
200 0 0.0% 1 39 27.5% 1~2 41 28.8% 3~5 50 35.2% 6~10 12 8.5%
10 0 0.0% 22 15.5% 19 13.4% 101 71.1%
463Marketing Review
3
1 3.93 0.76 2 3.93 0.71 3 3.98 0.67 4 3.90 0.69 5 3.86 0.63 6 3.76 0.69 7 3.78 0,78 8 3.67 0.74 9 3.78 0.76
10 3.99 0.66 11 3.98 0.70 12 4.11 0.66 13 4.15 0.67 14 4.27 0.58
15 4.16 0.69 1 3.61 0.81 2 3.57 0.81 3 3.73 0.72 4 3.51 0.86 5 3.61 0.79 6 3.77 0.73 7 3.73 0.70 8 3.77 0.80 9 4.03 0.7
10 3.87 0.76 1 3.89 0.70 2 3.67 0.84 3 3.83 0.68 4 3.82 0.64
5 3.82 0.70 1 3.81 0.80 2 3.88 0.74 3 3.78 0.84 4 3.73 0.83 5 3.78 0.82 6 3.05 1.01 7 2.87 1.02 8 3.30 0.96 9 3.64 0.75
10 3.66 0.73
3
1
464
()
440.90.9
4
1-3 1.0000 4-8 0.9999 9-11 0.9997
12-15 0.9999
0.9999
1-6 0.9999 7-9 0.9994
10 NA
0.9998
1-4 0.9998
5 NA 0.9999
1-7 0.9999
8-10 0.9989 0.9997
0.9999
()
5
0.6 0.01
5
0.749* 0.766* 0.740* 0.792* 0.770* 0.844* 0.661* 0.568* 0.628* 0.731*
* 0.01
465Marketing Review
6
6 X3 fX1 X3 fX2 Y1 fX3 Y2 fX3 Y1 fX1, X3 Y2 fX1, X3 Y1 fX2, X3 Y2 fX2, X3
X1X3 X2X3 X3 Y1 X3 Y2 X1X3Y1 X1X3Y2 X2X3Y1 X2X3Y2
78
0.8778
0.5427
6.2187
7 X1X3 X3 fX1 P31 0.7467 X2X3 X3 fX2 P32 0.6277 X3 Y1 Y1 fX3 PY1, 3 1.1756 X3 Y2 Y2 fX3 P Y2, 3 0.8647 X1X3Y1 Y1 fX1, X3 P31P Y1, 3 0.8778 X1X3Y2 Y2 fX1, X3 P31P Y2, 3 0.6456 X2X3Y1 Y1 fX2, X3 P32P Y1, 3 0.7379 X2X3Y2 Y2 fX2, X3 P32P Y2, 3 0.5427
0.74670.62771.17560.86470.87780.64560.7379
0.54276.2187
P
466
X1
X2
X3
Y1
Y2
7 3
0.8778
0.7379
0.6456
0.5427 X1X3Y1
(0.8778) X2X3Y1 (0.7379) X1X3Y2 (0.6456) X2X3Y2 (0.5427)
3
8
t P F P
X3P31X1 e31 14.0971**0.0000 198.7284**0.0000 X3P32X2 e32 12.9992**0.0000 168.9794**0.0000 Y1PY1,3X3 eY1,3 18.6285**0.0000 347.0229**0.0000 Y2PY2,3X3 eY2,3 9.5469**0.0000 91.1436**0.0000
** 0.05
8
467Marketing Review
4
9
9
1
X3
Y1
X1
X2 Y2
0.7467
0.6277
1.1756
0.8647
468
H1
(0.7467) (1998)
2H2
(0.6277)
3
H3
(1.1756)
4H4
(0.8647)
Crosby et al(1990) (2004)
aH5
(0.8778)
bH6
(0.6456)
Crosby et al.(1990)
c
H7
(0.7379)
dH8
(0.5427)
469Marketing Review
1Crosby et al.(1990)
(1998) (2000)
LISREL
2
3
2004,2005
www.dgbas.gov.tw
SAS/STAT 2002
-
2000
1996 :
2006
http://www.sunny.org.tw/fin/teach/teach66.htm
2004
-2001
-
1998
470
Anderson, J.C. and Narus, J.A., Partnering as a Focused Market Strategy.
California Management Review, 33(3), 1991, pp.95-113.
Axelrod, R., The Evolutions of Cooperation, New York: Basic books, INC,
1984.
Berry, L. L. and Parasuraman, A., Marketing Services: Competing Through
Quality, New York: The Free Press, 1991.
Berry, L. L., Relationship Marketing, in Berry L. L., Shostack, G. L. and
Upah, G. D., eds, Emerging Perspectives on Services Marketing,
Chicago: American Marketing Association, 1983, pp.25-38.
Bitner, M. J.,Evaluating service encounters: the effects of physical
surroundings and employee responses, Journal of Marketing, 54,
1990, pp.69-83.
Bitner, M. J. 1990, Booms, B.G. and Tetreault, M. S. 1990,The Service
Encounter : Diagnosing Favorable and Unfavorable Incidents,
Journal of Marketing, 54, pp.71-84.
Blau, P.M., Exchange and Power in Social Life, New York: John Wiley &
Sons, 1964.
Crane, F.G. and Clarke, T.K., The Identification of Evaluative Criteria and
Cues Used in Selecting Services, Journal of Service Marketing, 2,
1988, pp.53-59.
Crosby, L. A. and Stephens, N., Effects of Relationship Marketing on
Satisfaction, Retention, and Prices in the Life Insurance Industry,
Journal of Marketing Research, 24 (November), 1987, pp.404-411.
Crosby, L. A., Evans, K. R. and Cowles, D., Relationship Quality in Service
Selling: An Interpersonal Influence Perspective, Journal of
Marketing, 54(July), 1990, pp.68-81.
Deutsch, M., Cooperation and Trust: Some Theoretical Notes, Nebraska
Symposium on Motivation, University of Nebraska Press, 1962,
pp.275-320.
Gardner, C. A., 1987, The Marketing Implications of the Relationship
between Role Expectation and Consumer Satisfaction in Professional
Services Encounter, Doctoral Dissertation, the George Washington
471Marketing Review
University.
Jackson, B. B., 1985, Winning and Keeping Industrial Customers: the
Dynamic Relationship, Lexington .MA: Lexington Books.
Kellerman, K., 1987, Information Exchange in Social Interaction, in
interpersonal Processes: New Directions in Communication Research,
14, M. E. Roloff and G. R. Miller, eds. London: Sage Publications,
Inc.
Lagace, R. R., Dahlstrom, R. and Gassenheimer, J. B., The Relevance of
Ethical Salesperson Behavior on Relationship Quality: The
Pharmaceutical Industry, Journal of personal Selling and Sale
Management, 11(4), 1991, pp.39-47.
Levitt, T., Marketing Intangible Products and Product Intangibles, Harvard
Business Review, 59 (May-June), 1981, pp.95-102
Nunally, J. C, 1978, Psychometric Theory, NY: McGraw-Hill.
Solomon, M. R., Surprenant, C. F., Careol, F., Czepiel, J. A., and Gutman, E.
G., A Role theory Perspective on Dyadic Interactions: The Service
Encounter, Journal of Marketing, 49(winter), 1985, pp.99-111.
Swan, J. E., Trawick, I. E. and Silva, D.W., How Industrial Salespeople
Gain Customer Trust, Industrial Marketing Management, 14(3), 1985,
pp.203-211.
Wortzel, R., New Life Style Determinants of Womens Food Shopping
Behavioral , Journal of Marketing, 43, pp.28-29.
Zand, .D.E., 1972, Trust and Managerial Problem Solving, Administrative
Science Quarterly, 17, No.2, 1979, pp.229-239.
lan53120@mail.stut.edu.tw
m9570103@webmail.stut.edu.tw
472
m9470012@webmail.stut.edu.tw