| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 101 === In recent years, the internationalization and liberalization in Taiwan financial markets have increased the competition among local banks and the margins of loan has declined continuously. Under this circumstance, revenues from operation charges, such as premium, become more important. Driven by external environment competition and internal advantages, banks have also changed their business strategy to focus on banking insurance markets. Although it is good for local banks to tap into insurance markets, they still have to enhance their own competitive advantages for insurance products can be easily imitated.
This research targets on banking insurance prospects in northern Taiwan , surveying determinants of insuring and effects among banking service, corporate images, perceived risks and brand evaluation.
The numbers of effective questionnaire were 333 out of 350 required questionnaires in SAS statistical analyses, and the experimental results support the hypothesis. The research conclusions are as follows:
1. Banking service has positive effect on consumers’ brand evaluation.
2. Corporate image of banks and life insurance companies has positive effect on consumers’ brand evaluation.
3. Perceived risk is showing moderation effect on banking service, corporate image of banks and life insurance companies and consumers’ brand evaluation.
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