| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 99 === Based on the current proportion of bank types and business items, the interest received from the credit business has become the main source of income for banks. According to the statistics, the amount of individual credit business is higher than that of private enterprise credit business. From the viewpoint of the Cooperative Bank, 41.68% of approved loans are from the individual credit business and 42.34% from the private enterprise business. As a result, the individual finance business has great potential for development. These facts served as the motivation for this research.
The individual customers of the Cooperative Bank are the study objects and the research aims to understand the relationship of sales & marketing between the individual finance business and the Cooperative Bank. By engaging in the satisfaction level and trust as the media and study frame as well as predisposition factors such as special treatment, friendship, switching cost effect and response, were studied in order to determine the satisfaction and trust levels of individual customers. Once it was determined that they were happy with the services provided by the Cooperative Bank, cross-purchase, transaction consistency as well as recommendations would be implemented.
Our conclusion is that there was a positive and significant influence of special treatment on satisfaction; no influence of switching cost effect and response on satisfaction and no influence of friendship on trust. There was positive and significant influence of response on trust as well as influence of satisfaction on cross-purchase; no influence of trust on cross-purchase. There was positive and significant influence of satisfaction on transaction consistency and no influence of trust on transaction consistency. There was positive and significant influence of satisfaction and trust on recommendations; among them the influence level of satisfaction is larger than trust and there was positive and significant influence of satisfaction on trust.
|
|---|
