| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 95 === The major purpose of this research executes statistics analysis by using linear structural relations (LISREL), and focus on the different effects of Taiwan Banking corporate image, perceived value, customer satisfaction, relationship quality, and customer voluntary performance. For understanding the Credit Card customers’ voluntary performance in above factors is value for further make business strategy decision on credit card business.
Depending on the analysis of real evidences, these research results have four main implications:
1. The credit card customers of Banking in Taipei were designated as the study group, with appropriate samples selected with Structural Equation Modeling. The results indicated that the aforementioned theoretical model could be substantiated with the empirical data gathered. Thus, this paper substantiates the existence of the five constructs, and there are inter-relationships among them.
2. Low customers’ voluntary performance group is Male, new cardholder and high-income group.
3. High-income cardholder group is insensitive for each constructs.
4. The main effect indicator is corporate image; follows are customer satisfaction, perceived value and relationship quality.
Keywords: Structural Equation Modeling, Corporate Image, Perceived Value, Customer Satisfaction, Relationship Quality, Customer Voluntary Performance
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