| 摘要: | 目前銀行業的獲利模式中，財富管理相關手續費收入占有極大的收益比例，如何鞏固現有客群，並積極擴大財富管理收入實為目前實體銀行業的當務之急，以C銀行為例，年度財富管理手續費收入約台幣150億元，幾乎佔整個金控公司總收益的三分之一，對金控來說是重要的獲利來源，而其中重要的因素即為理財專員的績效，理財專員績效的好壞將影響一間分行甚至整個商業銀行經營的成效，理財專員運用現金管理、資產管理、風險管理、保險醫療、負債管理、稅務規劃、退休規劃、遺產規劃等項目創造手續費收入提升銀行的經營績效，該如何提升理財專員的業績績效?研究出影響銀行理財專員業績的關鍵因素? 實為值得深入探討的課題。
有鑑於此，本研究試圖以C 金控的全省理專為研究對象，冀望透過實際的數字分析，盡量排除理專個人主觀意識，依據實際績效達成率及多項客觀外部條件等因素作交叉分析。取樣的程序包括三個階段：界定母體、MAIL寄送問卷給予受調查之理專填答與資料整理等。目的是探討個案銀行－C銀行中的資深理財專員績效差距，研究者就有效樣本，包括「性別」、「年資」、「分行經理業務創新領導效率」、「客戶財富密集度」、「員工專業知識技能水準」、「分行所在地都市商業化水準」等六項研究變項，進行敘述性統計分析，利用統計套裝軟體 SPSS就資料進行統計分析，分析方法包括：Pearson積差相關分析和階層迴歸分析，以達到本研究之研究目的。
其研究結果如下：
一、 理專的性別、分行經理業務創新領導效率及分行所在地都市商業化水準對於理專個人業績表現沒有顯著相關
二、 理專的年資對於理專個人業績表現有低度相關
三、 客戶財富密集度對於理專個人業績表現有低度相關
四、 員工專業知識技能水準對於理專個人業績表現有中度相關;In the current profit model of the banking industry, wealth management-related fee income accounts for a large proportion of the income. How to consolidate the existing customer base and actively expand the wealth management income is the current priority of the physical banking industry. Take C Bank as an example, the annual wealth Management fee income is about NT$15 billion, accounting for almost one-third of the total revenue of the entire financial holding company. It is an important source of profit for the financial holding company. The important factor is the performance of the financial manager The performance will affect the effectiveness of a branch or even the entire commercial bank. Financial specialists use cash management, asset management, risk management, insurance and medical care, debt management, tax planning, retirement planning, estate planning and other projects to create increased fee income How to improve the performance of the bank′s operating performance? Research out the key factors that affect the performance of the bank′s financial professional? It is indeed a topic worthy of in-depth discussion.
In view of this, this research attempts to take C Financial Holdings’ province-wide science colleges as the research object, hoping to eliminate the subjective consciousness of the science colleges as much as possible through actual numerical analysis, and conduct cross-analysis based on actual performance achievement rate and multiple objective external conditions and other factors. The sampling procedure consists of three stages: defining the mother body, mailing a questionnaire to the subject of the survey and organizing the data, etc. The purpose is to explore the performance gap of senior wealth management specialists in the case bank-C Bank. The researcher used valid samples, including "gender", "seniority", "branch manager business innovation leadership efficiency", "customer wealth intensity", and "employee professionalism". Perform narrative statistical analysis on six research variables such as "Knowledge and Skill Level" and "City Commercialization Level of Branch Location", and use statistical package software SPSS to perform statistical analysis on the data. The analysis methods include: Pearson Product Difference Correlation Analysis and Hierarchical Regression Analysis , In order to achieve the research purpose of this research.
The research results are as follows:
1. The gender of the science college, the efficiency of branch manager′s business innovation and leadership, and the urban commercialization level of the branch location are not significantly related to the individual performance of the science college
2. The seniority of the science college has a low correlation with the individual performance of the science college
3. Client wealth intensity has low correlation with individual performance of science colleges
4. The level of professional knowledge and skills of employees is moderately related to individual performance of science colleges |
