| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 95 === The security brokerage business in Taiwan has appeared intense competitive situation for a long time. Although Taiwan government has been promoting acquisition & emerge activities in the “financial institutions and capital market reform”, the severe competitive situation doesn’t change much.
In order to raise market share, domestic security firms actively recruit security brokers, develop electronic trading platform or promoting many marketing projects, meanwhile price competition is the most common method. Therefore the research focuses on the whether the price is the most important consideration factor for investors in choosing security firm and what kinds of business strategy make investors to switch the correspondent security firm.
The research, taking Taiwan stock investor as the research object, explores relationship among perceived value, customer satisfaction and customer loyalty; conduct an imperial correlation analysis between the switch barrier and customer loyalty. The major findings list as below：
1. In terms of Perceived Value, both the Perceived Price and Perceived Quality have direct positive effect on the Perceived Value. The positive relations stand between Perceived Value with respect to Customer Satisfaction and Customer Loyalty too. The effect of the Perceived Value on Customer Satisfaction is higher than on Customer Loyalty.
2. Customer Satisfaction has positive effect on Customer Loyalty.
3. Positive relation exists between Switch Cost and Switch barrier; however, negative relation exists between Attractiveness of Alternatives and Switch barrier. Beside, Switch barrier also has positive effect on customer loyalty
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