The correlation study on relative marketing to service quality, customer satisfaction and customer loyalty - A bank case study in Taiwan

• Main Authors: Mei-Yun Liao, 廖美雲
• Other Authors: Yung-Sun Lee
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/26hnu5

碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 97 === Financial industry is a service industry emphasizing on“people interaction” and “customer first”. However, the “relationship marketing” provides a wide range of services to attract, maintain or strengthen customer relationships. Therefore, applying relationship marketing on services and marketing will become a catalyst to create customer value for enterprises. Financial industries in Taiwan used to focus on “sales-orientated marketing” but lack of “relationship marketing”. In this consumer awareness raising and oversupply era, financial industry managers should adopt “relationship marketing” and reinforce “service quality” in business operation to enhance “customer satisfaction”. Consequently, the purpose of this research is to exam the banks in the implementation of the “relationship marketing” from the view point of customers. We will try to find out if the Customers’ perceptions of service that provided by banks have related with customer satisfaction and loyalty, which could become the reference for financial industry service providers. This study used questionnaire and choosed customers with banking serviced experiences as target data. The formal questionnaire is composed based upon simple random sampling and pre-test questionnaire by item analysis, validity analysis and reliability analysis techniques. There were total of 1,000 questionnaires issued, 571 are effective copies, and effective collective rate is 57.1%. This study is first carried out by descriptive statistical analysis, followed by factor analysis in every aspect in order to extract the important cognitive factor. Then variance, correlation analysis and canonical correlation analysis statistical methods are implemented for analysis. The conclusion of the study proved that "relationship marketing" has correlation and positive influenced on "service quality", "customer satisfaction" and "customer loyalty". Moreover, we can understand that customers pay much attention on personalized service of relationship marketing combined with social types. Therefore, service provides in banking industry should provide personalized banking products and services to strengthen customer relationships and improve customer satisfaction. This will increase enterprise''s customer recognition and loyalty, and create higher value to enterprises.