| Summary: | 碩士 === 義守大學 === 管理學院碩士班 === 98 === The earnings of bank institutions from interest rate slumped, consumer banking business also shrank because of the crisis of “double cards” issue. Focus has been turned to wealth management, which plays an important role in attracting and maintaining customer to bank services. Nowadays, in the competive bank industry，it takes innovation and outstanding performance in brand image, service quality, customer satisfaction and loyalty attached value to keep the customers long-term patronage.
This study aims to empirically examine the association among brand image, service quality, customer satisfaction and loyalty in Taiwan bank weath management business. This research is based on the drawn samples from investors in Kaohsiung city/county who have been provided with personal banking service by their financial consultants. 300 questionnaires were issued to existing customers and the return rate of questionnaire was 88%, with 263 valid samples.
Statistical methods, such as Hypothese test, ANOVA, Correlation analysis, and regression analysis were used to analyze the data. The results reveal that:
(1)Brand image is positively correlated to customer satisfaction.
(2)Brand image is positively correlated to customer loyalty.
(3)Service quality is positively correlated to customer satisfaction.
(4)Service quality is positively correlated to customer loyalty.
(5)Customer satisfaction is positively correlated to customer loyalty.
(6)Customer satisfaction has a partial mediate effect in the relation of brand image to customer loyalty.
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