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

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