The determinant of customer profitability on the financial institution

Abstract

This paper aims to examine the influences of personal attributes of salaried customers, product transaction strategies, and sales personnel as three dimensions on the profitability contributed by customers in the wealth management business of the banking industry. The multiple regression analysis is performed for an empirical test. The results show that four variables, i.e. the quantity of the products held, purchasing frequency of investment products, level of financial advisers, and degree of customers' satisfaction have significantly positive influences on the profitability contributed by customers. This paper provides a reference for the financial industry to formulate the management strategies targeting at the optimal customers in wealth management.

Keywords:

• customer profitability
• wealth management
• financial institution

Acknowledgements

The corresponding author would like to thank the National Science Council of the Republic of China, Taiwan and the Office of Research and Development, National Dong Hwa University for financially supporting this research under Contract No. NSC96-2416-H-259-009-MY2.