An Empirical Study of the Relationship between banks'' Customer Satisfaction and Customer Loyalty

• Main Authors: Shang, Yu-Huei, 尚郁慧
• Other Authors: Horng-Jinh Chang
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/87238601655176716515

碩士 === 淡江大學 === 管理科學研究所 === 84 === The only one unchangeable rule to carry on the business is to satisfy Customers''s needs. Carry on the business by the index of Customer satisfaction can create competitive preponderance. The bankers intend to increase Customer Satisfaction, in order to foster loyal customers, so they do everything good for customers. In 1991, government released the policy of banks'' installment. For banks, it''s no more able to have high profit and low risk. The traditional competitive preponderance of low prices can''t no more satisfy customers. All of the bankers must have the concept of satisfy customers and try their best to increase Customer Satisfaction. The goal is to let every customer to be loyal customer. The summary of research findings is as follows: 1.The dimensions of customers important consequence about banks include: (1) convenience (2) safety (3) facilities (4) service personnel (5) corporate image. 2.There are indeed distinctions in customers important consequence among these dimensions. 3.There are no indeed distinctions in customer satisfaction among these dimensions. 4.There are no indeed distinctions both in Customer Satisfaction and Customer Loyalty between national and private banks. There are also no indeed distinctions both in customer satisfaction and customer loyalty between old and new banks. 5.There are strong connections between Customer Satisfaction and Customer Loyalty (i.e. repurchase intention, price pressures, word-of mouth intention ). 6.The relationship of Customer Satisfaction and Customer Loyalty is only influenced by education.