| 摘要: | 近年來，全球面對不斷變化的金融科技趨勢，金融業為順應世界潮流不斷推出多元金融產品或服務，因此金融業在規劃策略行銷方案時，大多聚焦將企業核心能力結合企業社會責任併行推動，藉由尋求創新商業發展模式，進而開拓金融業新客源及新商機。
回顧過往文獻發現，企業社會責任與消費者滿意度的重要性及關注度逐漸提升，因此當今的金融業該強化企業社會責任的重視程度，並透過高昂的員工士氣提高消費者滿意度，強化促進企業社會責任落實的管理機制，才能使企業獲得消費者信任及滿意，進而提昇市場營運績效以達到企業永續發展目標。
本研究以台灣金融服務業為研究產業，針對15家金融控股股份有限公司之員工及曾經使用、購買過金融商品或服務之消費者為研究對象，以網路問卷採無記名發放給員工及消費者，總計發出2,000份問卷，扣除122份無效問卷，共回收1,782份有效問卷，故有效樣本回收率89%。
本研究發現，員工是金融業與消費者溝通的重要橋樑，當員工倫理道德士氣高昂才能落實企業的社會責任，將促進員工願意努力工作、積極負責以專業真誠之心提供符合消費者需求的金融商品，因此當企業對員工提供一般教育訓練以獎金激勵員工之外部獎勵效果，將增進金融專業知識並未能提升服務品質，但人的慾望無窮，唯有透過世界市民教育訓練之內心激勵效果，員工不為獎金而為消費者幸福，培育員工持有和平共生精神您我都幸福的價值觀，讓員工自願為消費者幸福，以關心提供符合消費者需求的金融服務，以專業真誠告知金融風險及投資利益，讓消費者能及時避險以獲得消費者信心及信賴，當消費者對金融業的信任度增加，進而提高消費者對該金融機構所提供產品或服務之滿意度。
綜上所述，金融業企業社會責任重視程度越高，員工士氣的中介效果亦越高，則員工提供消費者的服務也越好，進而提高消費者滿意度，因企業社會責任落實的重視程度與員工士氣受到論理道德教育訓練的干擾影響，則金融從業人員透過一般教育訓練以獎金之外部獎勵效果，將可增進專業及提昇品質，但人的慾望無窮，員工士氣難以達到最高，因此唯有透過世界市民教育訓練之內心激勵效果，才能提高員工倫理道德與員工士氣，進而獲得消費者高度滿意及信任有再投資的意願，才能增強市場競爭力，進而提升金融業之經營績效及獲利能力，以促進金融業務營運更加發展。
Confronting with constant new financial products and trend of financial technology application, the financial industry aims it marketing strategy on its core competency and corporate social responsibility so as to innovate its business development model and to explore potential consumers and business opportunities. Through literatures review, this research finds the gradual increase of relevancy and importance between corporate social responsibility and consumer satisfaction. As a result, how contemporary financial industry implement the management mechanism through promotion of corporate social responsibility would be a crucial issue and contribute to better results on business operation and consumer satisfaction in achieving its sustainable goals.
This research sets the financial service industry as it target industry and the research subjects are employees of sixteen financial holding companies and consumers who have used or purchased financial goods or services. Totally 2000 questionnaires were sent out, 1782 were effectively received with effective recovery of 89% with 122 are invalid.
This research finds that employees are the interconnectors between financial service providers and consumers. Higher employee morale leads to higher willingness to work harder and be responsive and professional to provide services and financial products to the consumers and to address consumer need. Therefore, to provide external reward, in additional to the general education, will enhance professional knowledge and quality of services. While most person has endless desires, it is the inner motivation and reward from education of world citizenship to cultivate employees the values of peaceful symbiosis and happiness of all mankind and also to make employee to provide consumers financial services for their need with care and to inform consumers of the risk, gain and loss of such financial services. This causes consumer to hedge in time and earns consumer's reliability and confidence. When consumer confidence and trust on financial service providers increases, consumer satisfaction on the financial service providers increases.
In summary, the higher the financial industry pays attention to the CSR, the higher employee morale is, then, the higher the consumer satisfaction is. Because the extent of implementing CSR and employee morale are relative to education and training, the external reward, in additional to the general education, on the financial industry employee will enhance professional knowledge and quality of services. While endless desires deters the increase of employee morale, it is the inner motivation and reward from education of world citizenship to upgrade employee morale and reach higher consumer satisfaction and trust to reinvestment. This promotes market competency and elevates financial industry's operation revenue and profitability, and the development of financial industry as well. |
