| Summary: | 碩士 === 國立雲林科技大學 === 企業管理技術研究所 === 88 === It’s not difficult for the banking industry to attract new customers, but not easy to cultivate loyal customers in this kind of violent industry environment. From the researchers in the past could found “Relationship Marketing” should be a better strategic weapon at present. Thus, this study is to explore the key components of relationship marketing theory, including relationship value and relationship quality together.
This study distinguishes corporate relationship quality and employee relationship quality. Corporate relationship quality is generated, when customers get the relationship value from the ongoing relationship of the firm, and the customers will have some level of trust and satisfaction on the corporate. Employee relationship quality means that customers interacting with the service provider will perceive the level of trust and satisfaction. Furthermore, the linkage between corporate relationship quality and employee relationship quality should exit. Finally, correlation analysis, canonical correlation analysis and LISREL model were conducted for the empirical research.
Our findings from this study are as follows :
1.When the bank has an advantageous position in the price and quality, interactive with customers closely, and customers’ need of operating items, it will provide more relationship value for customers. The more relationship value of customers recognize, and the more satisfactory and trust will be produced in the banking industry.
2.Service tangibles of bank employees, specialization knowledge, critical incident recovery and relational selling behavior will affect the trust and satisfactory level.
3.When customers feel trust and satisfaction with transacting bank or bank employees, they will be loyal to bank and willing to keep long-term relationship.
Therefore, building model of relationship value-relationship quality-customers loyalty will help bank to understand itself and the abilities of employees, and it can create customers loyalty.
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