隨著低利率與Ｍ時代來臨，財富管理已儼然成為各家銀行重點發展業務之ㄧ，並且莫不積極的希望以各種方式來吸引客戶成為其財富管理客戶。因此，當傳統行銷學上的4P「Price」、「Place」、「Product」、「Promotion」已在各家銀行高度競爭下以至於不易顯示出差異化下，與客戶第一線直接接觸且擔任銷售要務的理專之服務差異化與滿意度便成了各家財富管理業者大力著墨的地方了。目前研究財富管理服務滿意度中，絕大多數的研究未將滿意度區分成數個構面並與不同背景客戶下作深入的探討。本研究將滿意度的構面分為「金融商品滿意度」、「理專專業滿意度」、「理專服務滿意度」、「作業流程滿意度」、「綜合服務滿意度」五個構面，而在客戶特性方面則以「區域」、「年齡」、「性別」、「與該行往來資產」、「手續費收入」、「與該行往來年資」、「風險屬性」等作為另一變數來探討對客戶對整體滿意度的影響。
本研究發出問卷數為878份，而經回收並加以篩選填答遺漏者，有效樣本數為721份。而後除採次數分配與統計圖表外，更運用交叉分析、變異數分析、回歸分析等方式進行分析。經過因素分析後得到在滿意度五個構面下，發現此五個構面之KMO值為0.835，且發現客戶對於「理財專員服務態度」以及「理財專員專業能力」兩項滿意度是最高的，由統計結果亦顯示出此兩因子對於整體滿意度的影響力是最高的兩項，其中專業程度更是客戶所最為重視的項目。此部份與一般實務上之認知大致相符，因為客戶成為財富管理之理財客戶主要之訴求乃在於希望能在投資上有所獲利。而專業度與獲利機率的關連性在正常情況下是呈現正相關的。另外在「不同背景客戶」對於整體滿意度的影響分析下則發現，「手續費收入」、「本行往來年資」以及「區域」對於皆具有顯著差異。如高手續費收入之群組，其相對之整體滿意度亦為最高，而在往來年資中則以3∼5年之客戶滿意度得分最高，區域之部分則是北區的客戶對於整體服務滿意度為最高。而在「五大構面重視程度」對於滿意度五大構面的差異分析下，發現，客戶最重視的是理專專業以及理專服務項目，最不重視的是綜合服務以及金融商品。本研究亦發現客戶「往來年資」與「區域」可作為區隔目標客戶群之主要依據，是以可以作為企業鎖定目標市場方法之一。

Since low interest rate and Millennial Generation, Wealth Management has become one of the primary businesses in all banks. Also, all banks are active to use variety ways to attract customers become Wealth Management Customers. As traditional marketing 4P, Price, Place, Product, promotion, it is difficult to show difference among all banks because of highly competition. Therefore, all banks make a lot of effort on the areas in differentiated service and satisfaction of financial consultants, who are the first line people to contact and market customers. In the current researches about Satisfaction of Wealth Management, most studies haven’t made a deep discussion by clarifying Satisfaction into various faces and customers background. This study will classify Satisfaction into 5 categories: Satisfaction of Financial Product, Satisfaction of Financial Consultant Profession, Satisfaction of Financial Consultant Service, Satisfaction of Work Flow, and Satisfaction of Integrated Service, as well as, customers characteristics will be demonstrate Geography, Age, Gender, the Dealing Assets in the bank, Fee Income, the Years of Dealing Business, the Risk of Property as an another variable to discuss how these elements influence Customers Satisfaction.
This research has 878 surveys to be sent out and receives 721 valid surveys. Besides Frequency Distribution and Statistic chart, this study also uses variety analysis tools such as Cross-analysis, Analysis of Variance, and Regression Analysis. After Factor Analysis through 5 categories of Satisfaction, the rate of KMO is 0.835, and customers have most Satisfaction in financial consultant service and financial consultant professional, and these two factors are the most significant factors to influence the entirety service satisfaction as well, especially financial consultant professional. This part is suitable to general cognitive because all consumers tend to make profit on investment while becoming a Wealth Management Customers. There is a positive correlation between professional and profit probability. In addition, a discovery of the influence by different characteristic customers, there is a significant difference among Fee income, the Years of Dealing Business, and Geography. For example, the group of high fee income have the highest satisfaction in entirety satisfaction, and another group is the customer who has 3~5 years of dealing business, last one is the north area customers. Based on 5 satisfaction categories value analysis, customers pay most attention on financial consultant professional and financial consultant service, and less value on integrated service and financial products. This study finds that the Years of Dealing Business and Geography can be the fundamental elements to distinguish the target, and be taken as a way to focus target by Business Company.

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