商業友誼與往來銀行忠誠度之探討──以人格特質為干擾變數

The Study of Commercial Friendships and Correspondent Bank Loyalty -- Using SMEs Financial Decision-maker Personality as Moderating Variab

臺灣金融改革後，本土銀行面對金融業全球化競爭，亟需尋求有效保留優質客戶之方法，以便保護並擴大經營利基。臺灣本土銀行行銷策略中，關係行銷是項重要的行銷方式；其中，商業友誼則是一種重要的關係形式。基於人格特質與決策模式有一定程度關聯，是影響決策者行為的一種重要面向，故本研究探討中小企業財務決策者人格特質對往來銀行忠誠度的影響效果。本研究採用問卷方法取得資料，並以皮爾遜相關係數為主要分析方法。研究結果得知，商業友誼與往來銀行忠誠度具有正向關係，且中小企業財務決策者的人格特質對商業友誼與忠誠度具顯著干擾效果。 Since the financial reform in Taiwan, confronted by the globalized competition in the financial industry, local banks pressingly need to develop methods to retain quality customers in order to protect and expand niche. For these banks, commercial friendship is an important form of relationship in relationship marketing, which is an important marketing form. Relevant to decision-making patterns, personal characteristic is a critical aspect affecting decision-maker’s behaviors. Therefore, this research determines the effects of the small and medium-sized enterprises (SMEs) financial decision-makers’ personality characteristics on their loyalty to correspondent banks. This research uses questionnaire as the method to obtain data, and uses Pearson’s r as the primary analytic method. The results are: the commercial friendship and the loyalty have positive correlation, and the SMEs financial decision-makers’ personality characteristics have significant moderation effect on the commercial friendship and the loyalty.

Since the financial reform in Taiwan, confronted by the globalized competition in the financial industry, local banks pressingly need to develop methods to retain quality customers in order to protect and expand niche. For these banks, commercial friendship is an important form of relationship in relationship marketing, which is an important marketing form. Relevant to decision-making patterns, personal characteristic is a critical aspect affecting decision-maker’s behaviors. Therefore, this research determines the effects of the small and medium-sized enterprises (SMEs) financial decision-makers’ personality characteristics on their loyalty to correspondent banks. This research uses questionnaire as the method to obtain data, and uses Pearson’s r as the primary analytic method. The results are: the commercial friendship and the loyalty have positive correlation, and the SMEs financial decision-makers’ personality characteristics have significant moderation effect on the commercial friendship and the loyalty.