| Summary: | 碩士 === 國立成功大學 === 統計學系碩博士班 === 93 === With the development of internet on business, internet banks have supplied banks with a new marketing channel and a business model. The purpose of this study is to understand the satisfaction of internet bank users, and to confer with the reasons and results which affect the customer satisfaction. In addition, LISREL is used to establish the objective model of the customer satisfaction.
There are five latent variables in this model, service quality, customer satisfaction, customer complaint behavior, the handling of customer complaints and customer loyalty. We also tried to compare the differences between the customers who had complained and those that didn't. The conclusion are following:
(1)There were not significant differences in expectation and perception of internet bank’s service quality, customer satisfaction, customer complaint behavior and customer loyalty between the customers who had complained and those that didn't.
(2)In a customer satisfaction model of the entire survey population, it was found that the degree of customer satisfaction had a direct and positive effect on the degree of customer loyalty ,and the degree of service quality had a indirect and positive effect on the degree of customer loyalty. However, the degree of satisfaction was showen to have no noticeable effect on customer complaint behavior, and coustomer complaint behavior had no direct effect on the degree of customer loyalty.
(3)In a customer satisfaction model of the customer who raised complaints, it was found that the degree of customer complaint behavior had a direct and negative effect on the degree of customer loyalty, but in a customer satisfaction model of the customer who didn't raise complaints, the degree of customer complaint behavior had no direct effect on the degree of customer loyalty.
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