Studies on the Relationships of Brand Image, Service Quality and Relationship Marketing under the Customer Lifetime Value of Financial Institutions

• Main Authors: Yi-Ling Chung, 鍾依玲
• Other Authors: Tyrone T. Lin
• Format: Others
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/54670886837107008535

碩士 === 國立東華大學 === 國際企業學系 === 103 === This article is to explore the association research between the brand image, service quality, relationship marketing and brand equity of Taiwan Financial Holding Company's banks (hereinafter referred to as "FHC banks") and customer lifetime value. Taking those customers who handle deposit, credit, or other related financial businesses in FHC banks as the research object, this paper adopts questionnaire survey as the sample collection way through the paper and internet questions to do empirical research using Structural Equation Model (SEM). The results indicate that relationship marketing has significant positive influence on the service quality and customer lifetime value; service quality has significant positive influence on brand image and brand equity; brand image has significant positive influence on brand equity and customer lifetime value; while relationship marketing has positive but not significant influence on brand equity; service quality and brand equity both have positive but not significant influence on customer lifetime value. Research findings are expected to be able to provide reference operating strategy and customer relationship management of FHC banks management units for FHC banks to strengthen the brand image, improve service quality, and improve customer’s identity to the value of the brand through the relationship marketing way, and then influencing customer lifetime value.