金融控股公司整合并购对消费者态度影响研究

为了了解金融控股公司在资源扩大后不同策略基础下消费者态度的改变状况,本研究首先运用文献讨论与推演对台湾十几个金融控股公司的资料进行分析,识别出金融控股公司实施购并的策略基础与群组;进而运用问卷调查和多变量分析方法,研究消费者态度的变化。研究结果发现,消费者在服务质量、品牌印象、忠诚度等方面在企业购并前后有明显差异而且受到购并后策略的影响;结果还表明,理性购并(基于差异化、低成本与集中化策略基础的购并)会对消费者认知产生正面影响,而非理性购并(无策略或策略模糊的购并)会对消费者认知产生负面影响。

Study on the Effect of Financing Holding Companies' Integration M&A on Customers' Attitude

To make a general idea of different customers' attitude on the basis of financing holding company's resource expansion and strategies application,this paper firstly makes a review of present research and makes a data analysis of several financing holding com- panies in Taiwan.then it recognizes the strategy basis and strategy groups of financing holding company's M&A.Using questionnaire and multi-variable method,this paper analyzes the changes of cus- tomers' attitude.The result is that customers show obvious differ- entiations on service quality,brand image and loyalty after M&A. They are influenced by the strategy after M&A.Rational M&A has a positive effect on consumer cognition,while non-rational M&A has a negative effect on consumer cognition.