| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 97 === As the financial holding company set up, it needs differences of service quality to attract customers to services. But in fact, the financial institutions have been merge all the time, it makes the banks competition are increase even more intense. Also interest rate price competition is reducing the profit margin of business industry. However, the housing mortgage loans of the consumer banking are still the majority of the bank''s main source of profit. So the bank dedicated customer center for consumption and credit are not only responsible for the development and maintenance of existing customer households.Likewise, the further services are from being passive to active marketing to improve the bank efficiency and product marketing capabilities. And thus access to customer loyalty, to reach the ultimate goal of hold on the customers. The products and services of the financial services industry are tending to have high homogeneity, because of the huge customer information with the inter-bank competition. So how can make advantage with this competition that make distinction customer service and improve customer loyalty is even more important. Therefore, we should do a good job for customer relationship management to increase the bank''s profit.
In this study, a bank customer such as empirical study clients that a consumer banking housing mortgage loans, the loans duration and the types of financial products can measure to know customer loyalty indicators. Explore the factors which will affect the duration of mortgage and financial products of types are will maintain the customer for future reference to enhance customer loyalty.
This case study by the time before the end of March 2009, the housing mortgage loan customers file. Through regression analysis and group averages t test showed that customers of sex, age, and regional loan rates for housing mortgage loans are not current financial period and have an impact on the type of commodity exchanges.The results of this study provide customer service departments of consumer finance as anti-business to protect the loss of credit assets and financial products selling strategy to build customer relations with the frame of reference.
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