| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 98 === Since macro environment has changed drastically in last few years, the fee income has become more value than the traditional interest income for the profiting of the banking industry in Taiwan.
With the growing wealth in Pan Asia Pacific, reducing estate and gift tax rate by governments, the memorandum of cross-strait financial supervisory cooperation (MOU) signed by Taiwan and mainland China, as well as other bullish factors in 2009, all banks are optimistic about the expected wealth management business opportunities and enhance the wealth management business to increase market share and fee revenue in the beginning of 2010, as the important objective of bank annual business.
From customer perceptions of bank services quality, satisfied services can strengthen customer loyalty, increase customer switching costs to decrease the will of converting and conversion. It also can effectively improve customer loyalty. Furthermore, by establishing and distributing customer knowledge and information, banks can multiply the customer loyalty appropriately. This study investigates the impact of service quality, switching costs on customer loyalty and the interference effect of customer knowledge. The convincing evidences of the study can provides the great information to banks to avoid price competition, to strengthen the customers’ understanding, and improve core competitiveness while providing investment finance services to customers. In order to collect related data for the study, the proportional stratified sampling method was introduced. The data including 280 valid samples were collected from north, central and south district customer questionnaires.
For the theoretical framework and hypotheses, the study uses SPSS 17.0 software to implement statistical analysis and regression analysis to verify the impact of service quality, switching cost, and customer knowledge on customer loyalty and the association among them. The empirical result summarizes the following conclusions:
1. Service quality and switching cost have a significant impact on customer loyalty.
2. Customer knowledge has a strong interference effect on this impact.
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