The Study on the Influence of the Relationship Investment to the Relationship Quality－Take Banks in the Hualien County as Example

• Main Authors: Shiow-Luan Tseng, 曾秀鑾
• Other Authors: Yeong-Shenn Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/04563970601309946764

碩士 === 國立屏東科技大學 === 農企業管理系所 === 96 === These companies compete viciously and it becomes difficult for banks to run the business. The purpose of this study was to explore the influence of relationship investment, and relationship quality, between banks and customers, including customer satisfaction, trust and commitment: it discovered whether all employees used direct mail, preferential treatment, interpersonal communication and tangible rewards, and considered their influence on customer satisfaction, trust and commitment. The reliability of the eight items and all the data was high（0.9015）. Pearson product-moment correlation was also used in order to test the correction between all variables. The result has shown that the four dimensions（direct mail, preferential treatment, interpersonal communication, tangible rewards） of relationship investment and the three dimensions（satisfaction, trust, commitment）of relationship quality are highly corrected. The result of path diagram analysis has shown that from the hierarchical multiple regression analysis of commitment, trust, satisfaction and relationship investment, the result supports the eight items. The results of hierarchical multiple regression analysis are: 1.Relationship investment, satisfaction and trust had significant influence on commitment, and satisfaction and trust had significant positive influence. Relationship investment had significant negative influence. 2.Satisfaction had significant positive influence on trust. 3.Relationship investment had significant positive influence on satisfaction. 4.Preferential treatment, interpersonal communication and tangible rewards had significant positive influence on relationship investment.