Understanding Customer Loyalty in the Financial Services: From the Perspective of Customer’s Participating in Co-production

• Main Authors: Wu, Yi-Jyun, 吳宜君
• Other Authors: Wu, Li-Wei
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/6h3axa

碩士 === 東海大學 === 國際經營與貿易學系 === 104 === Over the past decade, the rapid development of Taiwan's service industry and the sudden changes in the market environment formed a customer-oriented business model which led to the rise of customer awareness. This has also changed the marketing strategy of financial investments. The investment industry also has known a rapid growth which encouraged customer participation in co-production investments, enabling customization of investment products. The benefits of co-production is that customers are progressively shifting from past passive investment recipients to today’s active investment participants. In this study, we observe whether client expertise and role clarity have any significant influence on co-production, then observe whether co-production affects economic value and emotional value. We eventually determine the creation of customer loyalty from the observation of the economic value and emotional value of the customers. This paper exploits data collected from 224 questionnaires and uses AMOS, SPSS software package for analysis. At the end, it provides directions for further research and practical recommendations for improvement.