Research into how Integrated Marketing Affects Relationship Quality and Customer Loyalty~A Case Study of First Credit Cooperative of Taipei Home Loan Customers~

• Main Authors: Ting-Yi Wang, 王庭一
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/r84dvu

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 94 === Credit cooperatives are basic financial organizations that have been in existence the longest in Taiwan, and are also the most highly organized. They played a vital role in the history of Taiwan’s development. Not only have they developed together with Taiwan’s society, they are a testament to Taiwan’s economic miracle. As today’s financial sector undergoes a paradigm shift and competition becomes ever more intense, if operators can use Relationship Marketing to establish good relationship quality and improve customer loyalty, they will gain a competitive advantage in the long-term development of their company. This research report is therefore based on the use of Relationship Marketing with the home loan customers of the First Credit Cooperative of Taipei (FCCT) as the subjects of this investigation. A questionnaire survey format was used to record the consumer’s actual perceptions, and through this the relationship between variables such as Relationship Marketing’s integrated marketing, relationship quality and customer loyalty can be determined for use as a reference by the company’s management. In this research we conduct a questionnaire survey of home loan customers who have had business dealings for over three years with any of FCCT’s 22 branch offices. A total of 246 questionnaires were recovered, and after deducting the 24 invalid responses, the effective questionnaire sample contains 222 copies. The data gleaned from the questionnaire was subjected to descriptive statistical analysis, correlation analysis and regression analysis in order to prove the hypothesis proposed in the theoretical structure of this research. Research results indicate that the three methods of integration in Relationship Marketing all have a positive influence on relationship quality. The aspects of satisfaction with quality and trust also have a direct correlation with customer loyalty. The relationship quality plays a significant role as a medium between the method of integrated marketing and customer loyalty.