| Summary: | 碩士 === 育達商業科技大學 === 行銷與流通管理所 === 101 === As our government actively supports SMEs policy and increased consumer banking competition, banks transfer concentration to SMEs business which still has reasonable profit under controllable risk. Therefore, banks focus marketing on SMEs loan business. It can effectively raise the profit and help the enterprise to obtain capital that can be used for R&D to improve company value and job creation. However, how to acquire customer’s favor under intensive competition is the key point of banking business. The whole financial market and industry structure is changing because of the economic condition, financial crisis and over-banking, causing the SMEs to choose the credit bank carefully. People who work in financial industry need to analyze the factors that will affect the SMEs to choose the credit bank, and develop the marketing strategy for new customer and customer service according to those factors.
This thesis is mainly about the SMEs located in Hsinchu and Miaoli district, and the research objects are the SMEs executive, financial officer and financial personnel. To study the relations between brand image, service quality and reliance concept to understand the influence for SMEs credit. Furthermore by using SEM and AMOS18.0 system to analyze the questionnaire information and to offer management the marketing strategy by assumption proving.
In this study, questionnaires were distributed and 350 were returned of 271 copies. The findings show that the validation of hypothesis testing, service quality, credit purchase intention and trust, has a positive impact on the brand image. Brand image and trust also has the positive impact of credit purchase intention. Only the theory, brand image has a positive effect on the trust, was not supported. Since banking financial launch products with high homogeneity, how to stand out in a competitive environment. Customer first and service first as the starting point of the invisible service is more important. Therefore, it is recommended that banks should pay more attention to service quality, improve self-brand image and strengthen practitioners’ expertise and professional ethics as to obtain the trust of customers in order to establish a good long-term customer relationships. They enhances their purchase intention to make the banking management can be sustainable.
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