The Influence of Service Climate on Customers' Loyalty: A Perspective of Customer Relationship Management Behavior

• Main Authors: Chun-Ling Chen, 陳筑翎
• Other Authors: Mei-Ling Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/12445638943196392077

碩士 === 真理大學 === 管理科學研究所 === 97 === In the viewpoint of customer relationship management (CRM) behaviors, this research discussed the direct influences on customer’s loyalty resulted from financial counselors’ CRM behaviors, and further probed into the topic is service climate will influence that will offered by financial service industry counselors in CRM behaviors. The subjects of this research were financial counselors from 93 financial service industry and 450 their customers in North Taiwan. The research data were collected through pair-wise questionnaire, and the hierarchical linear model was adopted to conduct analysis as well. The results showed, when the financial counselors consciousness to the organization provides more service climate, the financial counselors will unfolds more CRM behaviors. So the service climate is positive effect influence the financial counselors performance CRM behaviors. While the CRM behavior delivered by financial counselors would indirectly influence the customers’ behavior or loyalty. According to such result, the managerial implications and follow-up recommendations were summarized in this research.