| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 97 === Abstract
Many researchers in the financial services sector analyzed in consumers finance, wealth management or credit card business during the past years .This study aim at corporate business for the subject, in order to understand that customer’s behavior through the legal relationship between the maintenance staff and trust, well integrated marketing and cross-selling products, to create greater synergy and profitability for the banks. Also prove that banks are required to become the winner in a global financial tsunami wave is need to have the largest number of loyal and valuable customer.
Wells Fargo Bank in this wave of financial tsunami can avoid the storm, in which one of the reasons is focus on developing the customers on hand because of its marketing costs can be saved. And the brand image and customer trust lead customers to buy the bank provided the number of products has reached 5.64 each. This number is higher than average. Therefore the impact of the global economic recession, it is hard to develop new customers. To deep loyalty and valuable customers is more important, so at this time "switching costs," "friendship" "professional knowledge" "brand image" "trust" "Satisfaction" "recommended" "cross-buy" , those factors will be a hot issue to the corporate finance departments strategy of bank industry.
In this study, relationship marketing through a consultancy to explore the driving force behind the trust and satisfaction of the customers, and then recommend to their customers and cross-purchase loyalty of the impact of research and analysis in this paper was concluded as follows:
1. Customer friendship, corporate financial sector expertise and brand image to the customer''s trust has a positive impact. And brand image among customers affect the strength of the trust.
2. The customer confidence in the higher strength of banks, the impact of satisfaction with greater intensity.
3. The customer confidence has significant positive relationship between cross-purchase and recommendation.
4. Customer switching costs and the profession knowledge of corporate finance department have no significant impact in the banking satisfaction.
5. 5.Customer satisfaction for customers to purchase the more cross-referrals and have no significant effect
Keywords: “corporate finance” “Customer relationship marketing” “friendship” “switch cost” “Brand image” “satisfaction” “recommend” “cross-marketing”
|
|---|
