The Effects of Perceived Service Quality and Perceived Relationship Quality on Customer Switching Intention-The Case of Internet Banking

• Main Authors: Cing-yong Tseng, 曾清永
• Other Authors: Yen-ting Chiu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/10778568658881928869

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === With the development of information technology and popularity of internet, domestic banks have established internet banking to respond to the trend of electronic commerce and provide customers with more convenient and efficient banking services. Internet banking is different from conventional over-the-counter banking because there is no direct contact between the customer and the service personnel. Consequently, the service quality of customers’ perception is indispensable core competitiveness to the Internet banking. Therefore, the major purpose of the study is to investigate the effects of perceived service quality and perceived relationship quality on customer switching intension when customers use Internet banking. Customers with experiences of using Internet banking are chosen as research subjects in this study. A total of 428 effective samples were received. The conclusions of findings are as follow: 1.Customers’ perceived service quality is positively related to the customers’ perceived relationship quality on using Internet banking. 2.Customers’ perceived service quality is negatively related to the customers’ switching intention on using Internet banking. 3.Customers’ perceived relationship quality is negatively related to the customers’ switching intention on using Internet banking. 4.Customers’ perceived relationship quality doesn’t play a mediating role on the relationship between customers’ perceived service quality and customers’ switching intention on using Internet banking.