| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 92 === In recent years, many banking manage strategy focus on consumer banking business, especially on unsecured loan, and it to use unsecured loan market rising. Large banking change past strategy, and active on unsecured loan business, so many customers had much selectiveness, and banking hardly to control customers purchasing behavior. “Customer Royalty” decreased cause banking assets to lose.
In the business of personal loan, retention is very important. If existing customers need money to do something, they renew of their personal loan by competitor, the banking can''t get new profit (included fee income and interest), and lose these customers.
Banking must control influences of Customer Satisfaction on key factor, it can rise “Customer Royalty”, and keep the profit on corporate.
When the personal loan is expired, the decision to renew it or not depends on the evaluation of “Corporate Image” &“Service Quality”that a company makes to its customers.
The most effective way for an entrepreneur to promote its business, and get high market share, they must to develop a good long-term relationship among customers and to promote “Customer Satisfaction and Customer Royalty”.
This research proposed here is that the evaluation result of a customer to an “Corporate Image and Service Quality” and lead to different level of satisfaction, and affect “Customer Royalty”. We hope through this research on “Corporate Image”、“Service Quality”、“Customer Satisfaction”、and “Customer Royalty”, people can have a comprehensive understanding on what factors that customers would take into account while renewing his or her personal loan. With results that come out from analyses, we hope they can provide reference and help to banking in its future marketing and existing customer retention.
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