The Consumer Loyalty Model Research-Wealth Management Case Study
碩士 === 國立中興大學 === 行銷學系所 === 97 === Wealth management companies are encountering crisis of survival due to dramatically changing financial environment.Customer loyalty is the key factor to keep wealth management industry alive, especially the economic impact brought by financial crisis to Taiwan in 2...
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| Format: | Others |
| Language: | zh-TW |
| Online Access: | http://ndltd.ncl.edu.tw/handle/9tq3p9 |
| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 97 === Wealth management companies are encountering crisis of survival due to dramatically changing financial environment.Customer loyalty is the key factor to keep wealth management industry alive, especially the economic impact brought by financial crisis to Taiwan in 2008, causing the depression of Taiwan financial industry.
The reaserch involves enterprise image、commitment、customer value and how to handle with customer complaint to discuss the network relationship of customer loyalty .The reaserch provides some recommendation for wealth management companies to improve their consumer loyalty.
The research adopts questionaire survey and uses statistics analysis tool - LISEREL8.5 and SEM to do the hypothesize test. We have seven hypothesis and empirical shows the following results:
1. Enterprise image has significantly positive relation on consumer loyalty.
2. Enterprise image has significantly positive relation on commitment.
3. Enterprise image has significantly positive relation on customer value.
4. Customer value has significantly positive relation on commitment.
5. Commitment value has significantly positive relation on consumer loyalty.
6. How to handle with customer complaint has significantly positive relation on
commitment.
7. How to handle with customer complaint has significantly positive relation on
consumer loyalty.
Key words: enterprise image、customer loyalty、commitment、customer value
、customer complaint
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