| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 97 === Since 2008 the global financial crisis started in the U.S. Lehman Brothers that the forth largest investment bank in the U.S. declared bankruptcy. Bank of America acquired Merrill Lynch, the third largest investment bank in the U.S., by as low as 50 billion dollars. AIG, the largest insurance company in the world, is also in jeopardy. Governments and financial institutes worldwide have brought up solutions tried to decrease the impact and severity. The aim of this study is to explore how banks manage the crisis and maintain the service quality, also discuss the relation between customer satisfaction and loyalty. As a financial service firm, face the crisis as well as manage it, furthermore, ensure the service quality in a certain level are the fundamentals to stabilize customer confidence and loyalty. Applying crisis management and utilizing the reputation of good will to develop a niche market in order to capture customer attention.
This paper focuses on the service quality and crisis management of retail banking institutions. The empirical study chose investors to respond the questionnaires, then used SPSS method to analyze the data, reliability, validity, factors and path to confirm the result of hypotheses. The finding is, when facing the financial crisis, service quality and crisis management toward to customer loyalty is negative correlation. However, if the situations are handled well, it improves customer satisfaction and will enhance customer loyalty and purchasing intention, therefore it is positive correlation.
Customer satisfaction is essential to financial service institutions since it generates customers’ loyalty. According to this empirical study, there are two conclusions as follows,
(1)Service quality and crisis management determine customer satisfaction.
(2)Customers’ satisfaction and trust are key factors of customer loyalty.
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