| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract
Not only the modern banks emphasize marketing, promote various kinds of marketing
strategy, and provide different financial goods, but also establish mutual interests and
long-term relationship with the customers. The study is to probe into the influence that
relationship marketing has on relationship quality, customers public praise and cross-buying
from retail financial service in banks.
The purpose of research aims at probing into（1）The influence that the leading factors
such as the profession of banking personnel, perceptions of convenience, relative price and so
on have on customers relationship quality（2）The influence that customers relationship quality
in banks has on word of mouth and cross-buying（3）Offering the financial institutions the
tactics to carry out relationship marketing strategy.
The real study result is found:（1）The more specialized the sales force of the bank is,
the better relationship quality between the customers and the bank is（2）The more convenient
the bank for the customers is, the better relationship quality is（3）The better the relative price
the bank supply to the customers is, the better relationship quality is（4）The better the bank and
customers relationship quality are, the better word of mouth is（5）The better the bank and
customers relationship quality are, the better cross-buying is.
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