A Comparison of Customer Loyalty in Online versus Offline Banking

• Main Authors: Tzu-han Wang, 王姿涵
• Other Authors: Yen-ting Chiu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/78247010364780068415

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === As the commercial utilization of the Internet is continually being developed the popularity of Self-Service Technologies brought the online banking up and provides another model and a potential market for the banking industry. This research compares online and offline banking’s service quality, which is perceived by customers, and figures out whether good service quality will improve both customer’s relationship quality and loyalty. This survey contains 155 questionnaires of online banking and 148 questionnaires of offline banking to provide banking business a reference. The purpose of this research is investigating whether online or offline banking’s service quality will affect customer’s relationship. Whether online or offline banking’s relationship of customers will affect their loyalty. Whether there are differences in service quality, relationship quality and loyalty between online and offline banking.