| Summary: | 碩士 === 國立金門大學 === 管理學院事業經營碩士在職專班企業管理組 === 104 === Since China published "The Establishment Standard of Commercial Bank" in 1990, new banks opened in great numbers, which was challenge to business of the original public banks. In Kinmen area, the development of finance was also challenged in recent years. Banking belongs to the financial services, so how to improve service quality and promote corporate image in order to attract and retain customers become an important topic of the banking business. The purpose of this study is to understand the correlation of service quality, enterprise image, customer satisfaction and customer loyalty through empirical research, so that it can provide reference to the public bank operators to improve customer satisfaction and customer loyalty, and strengthen its competitive advantages.
This study is to research variables of service quality, corporate image, customer satisfaction and customer loyalty by reviewing related literature to discuss. Wherein, service quality can be divided into five perspectives-"visibility", "dependability", "responsiveness", "assurance" and "solicitude"; corporate image can be divided into three perspectives-"company image", "store image" and "enterprise credit"; customer satisfaction is divided into four perspectives-"service attitude", "service efficiency", "professional knowledge" and "privacy" as measure of satisfaction; customer loyalty is to judge customers’ "repurchase intention", "recommendation intention", "price tolerance" and "cross purchase intention".
The subjects of this study are customers of the public bank in Kinmen area, using SPSS22.0 to conduct t-test, analysis of variance, correlation analysis and regression analysis. The results showed that, in view of these customers in Kinmen area, service quality significantly affected customer satisfaction and customer loyalty, and some perspectives of service quality affected customer loyalty; corporate image significantly affected customer satisfaction and customer loyalty, and some perspectives of customer satisfaction affected customer loyalty. Bank of Taiwan customer and Land Bank customer are significantly different in service quality, corporate image, customer satisfaction and customer loyalty.
Considering the analysis results, this study suggested that, in order to promote customers’ intention to ongoing exchanges with the bank, the public bank operators in Kinmen area shall improve service quality and corporate image. To improve service quality, the bank’s hardware device and transaction interface must be in accordance with the digital trend; service personnel’s efficiency, attitude and professional image shall be improved. The bank shall also make itself trusted to customer, provide professional service to them and participate in public service activities to establish a good corporate image.
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