A Study on User''s Satisfaction and Loyalty of Web ATM - A Case Study of TAIWAN

• Main Authors: Tsung-Jen Yang, 楊宗仁
• Other Authors: 鮑世亨
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/46898258121783589609

碩士 === 淡江大學 === 國際商學碩士在職專班 === 98 === Since it was introduced to the market in 2004, Web ATM services are now provided by 48 financial institutions. In order to compete in this rapidly growing market, satisfaction and loyalty from existing users are essential for firms to attract new customers while maintaining higher retention rates. Herein, this research will provide financial institutions some operation strategy considerations and also as reference for follow-up academic research. The research is based on results of a questionnaire survey from the Web ATM users, completed in both hard copy and online formats. As a result, out of the 331 questionnaires returned, 322 copies are valid, which represents 97.3% validation. Linear regression is used to valuate the relationship between satisfaction and loyalty from its Web ATM users by the variables of brand imagination, quality of customer service and cost of goods. The research findings are as follows: 1. Brand imaginations and satisfaction of Web ATM users have a direct relationship. 2. Quality of customer service and satisfaction of Web ATM users have a direct relationship. 3. Cost of goods and satisfaction of Web ATM users have a direct relationship. 4. Satisfaction and loyalty of Web ATM users have a direct relationship. 5. Satisfaction of web ATM users has an immediate effect between brand imaginations and users loyalty.