| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 89 === Abstract
In recent years, the banking managers face extreme competition in this business. They also recognize one thing that it is very important for them to manage and maintain the existing customers. Moreover, the bank should think how to provide good quality of service and financial merchandise to make our specific customers satisfied, and make the customers like to keep long-term relationship with the bank. It is the purpose of relationship marketing.
This research is from the angles of not only relationship marketing but also customer’s recognition to discuss the interaction among relationship quality, its influence variable and customer voluntary performance and employee regression analysis to discuss the propriety of the whole structure.
This dissertation attempts to offer suggestions for banking managers to promote relationship marketing.
The main results as follow:
1.Relationship quality’s influence variable (relationship benefit, expertise, contact intensity, perceived support for customer), relationship quality and customer voluntary performance makes positive outcome.
2.Customer’s interpretation for relationship quality’s influence variable makes positive outcome with relationship quality, especially on professional knowledge related with relationship quality.
3.Between the relationship quality and customers voluntary performance (loyalty, cooperation, participation behavior), the positive connection of trust and cooperative behavior doesn’t support. However, the rest show obvious connections, especially the loyalty behavior with the strongest connection.
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