| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 98 === In order to analyze the relationship of customer centric, customer satisfaction, trust, commitment, switching cost and customer loyalty. The sample of this research from the big financial institution in the domestic is to analyze perceptions and differences in customer centric, relationship quality, customer loyalty, and switching cost. The findings demonstrated that principle of customer centric in the bank has a positive impact on customer satisfaction; perceptions of switching cost from customer has a positive impact on customer loyalty. In the second-stage model, procedural cost, relational cost and financial cost has a positive impact on switching cost. Procedural switching cost and relational switching cost have good explanatory ability for switching cost than financial switching cost; customer centric service principles and technical foundation relations maintenance has a positive impact on customer centric, customer centric service principles have good explanatory ability for customer centric than technical foundation relations maintenance. As for relationship quality aspect, to raise customer satisfaction can effectively promoted to trust and commitment, and then enhance customer loyalty. Finally, this research also aims at mediating effect of each construction from relationship quality is be examination.
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