The Study On The Influence Factors Of Customer Relationships In Wealth Management

With the development of capital market, the proportion of direct financing indirect financing in enterprise financing becoming increase, the profit of traditional credit is reducing. So, finding profit increasing point is being vigorously. Wealth management located in the top of individual customers value chain. So, the development of wealth management and personal banking services are strategic measures for adjusting profit model. How to get the confidence of customer in wealth management has become the focus of most banks.Based on the induction and summarization about the theory of customer relationship confidence, this thesis putted forward the dimension and influencing factor of confidence in wealth management, and constructed the model about customer relationship confidence. Then, taking the wealth management business of China Construction Bank as the research object, a face to face questionnaire survey was conducted among the customers who has the financial asset over three million Yuan in Shenzhen branch .Depending on the data analysis software tools SPSS 15.0, verification of hypothesis was conduced.Based on previous study and empirical analysis, the dissertation got following main conclusion: First, the influencing factor of customer confidence in wealth management included the characteristics of banks, financiers and customers. Second, the confidence in wealth management included cognitive confidence and emotional confidence. Third, the factors including professional property, honesty of financiers, the relationships between financiers, the brand and relationships of banks had a positive correlation with cognitive confidence. The cognitive confidence had a positive correlation with emotional confidence. But, professional property of financiers had no effect on cognitive confidence. The factors including professional property, the relationships between financiers and the banks brand had a positive influence on emotional confidence. And then, the mediation of cognitive confidence between the relationships of financiers, the banks brand and emotional confidence is verified. At last, the strategy about culturing and maintenance of customer relationship confidence were explored.