The Effects of Customer’s Decision Style and Risk Tolerance on Financial Specialist’s Preference Structure
Date Issued
2006
Date
2006
Author(s)
Wang, Cheng-Tao
DOI
zh-TW
Abstract
In recent years, it is often heard that every bank recruited a lots of financial specialists. Under the situation that number of specialists increase in a large amount, they are already not designed to serve big customer or rich man specially. General consumers can have exclusive financing commissioners who provide service, too. Among relevant news report, it often put emphasis on that financial specialists need specialized financing knowledge, possessing a lot of finance relevant certificates and professional experience in finance. However, we can not find out the dependence between these specialties and their real behavior. So this condition motive this research --- consumers on earth like which kind of financial specialists?
This research attempts to utilize conjoint analysis to probe into three kinds of different situation setups in the style of decision, risk preference and amount of investment of customers, whether preference of personnel attribute of financial specialists do differ apparently among different groups or not. This research uses independence examination to probe between the decision style groups and risk preference groups, whether the actual case times is correlated with expecting times or not. We find no connection between the two, so we can conclude that one’s decision style is not relevant with his risk preference.
If we analyze with the decision style, research shows, the sex factor is the less important attribute to three groups. Wholly speaking, the “analyze and judge group” pay more attention to the interaction between them and financial specialist, but relatively do not pay attention to personnel's background or condition of financial specialists. Moderatism group’s attention to every attribute is relatively average in three groups. As for the intuition group, they paid attention to the way which financial specialists contact them, secondly they pay attention to is to the seniority and specialized certificates of financial specialists. Grouping by risk preference, research shows, three groups all pay attention to the educational background. Bypass academic background factor, the “risk averter group” pay attention to the way of promotion, but to the “risk lover group”, the service seniority of financial specialists is the most important attribute. As to the “risk neutral group”, they pay attention to most to specialists’ contact frequency. Grouping by the situation of investment, research shows the group of investing NT $500,000 pays attention to most to academic background of financial specialists. Comparatively speaking, the group of investing NT $5,000,000 pays attention to most to the interaction between them and financial specialists.
In recent years, change of financial environment, there are more and more banks in the market. Financial specialists are different from traditional salesmen. Things they sell are not the entity which can bring utility directly, and the utility of buying behavior is not only bought instantly, but also will continuously influence until the end of contracts. We can find out from studying that what consumers need is the customized financial planning and the real performance, not the exaggeration of financial specialists. While the personal finance market is considered as the most important strategic point, the banks should forgo the marketing way of products leading and selling directly, and adopt more efficient marketing activity.
Subjects
決策風格
風險承受度
理財人員特質
聯合分析
Decision Style
Risk Preference
Attribute of Financial Specialist
Conjoint Analysis
Type
thesis
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