| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 104 === In view of the present changes in the economic and financial environment, and the high number of similar, high quality financial products, it has ultimately increased the competition among banks. Price-cutting measures and other traditional methods as the main conduct of operation are no longer sufficient. Marketing and sales in banking businesses are compelled to turn to non-price competitions. In order to stand out in a competitive market, in addition to relying on the quality of services, but must be able to truly meet customer needs and expectations in order to obtain customer loyalty, so that it can establish a more stable long-term relationships with customers.
This dissertation primarily investigates the dynamic between corporate social responsibility (CSR), corporate image, perceived quality, trust, and customer loyalty. Taipei and New Taipei area banking customers are selected as the research object, and by distributing 300 questionnaires in the form of random sampling, and after collecting 290 valid ones, the effective response rate reached 96.99%. By adapting the Linear Structural Relation model (LISREL), this dissertation continues with hypothesis testing of the dynamics between the factors, and test of goodness-of-fit. The results show that：(1) significantly positive impact of CSR upon corporate image, (2) significantly positive impact of CSR upon perceived quality,(3) significantly positive impact of perceived quality upon customer loyalty, (4) significantly positive impact of corporate image upon customer loyalty,(5) significantly positive impact of CSR upon trust ,(6) significantly positive impact of corporate image upon trust,(7) significantly positive impact of perceived quality upon trust,(8) significantly positive impact of trust upon customer loyalty. Recommends that the implementation of corporate social responsibility activities, in order to establish a good corporate image, enhance customer perceived quality, and maintain trust and loyalty, to survive in the competitive environment.
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