The Effects of Asset Specificity,Trust, Similarity and Co-Production on Customer Loyalty：The Financial Industry as an Example

• Main Authors: CHEN,HO-JUNG, 陳鶴容
• Other Authors: WU,LI-WEI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/y6g77w

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 104 === In the tendency of financial business toward liberalization and internationalization, the finance holding company has gradually adjusted the shape of product-oriented marketing to customer demand-oriented. Under such a changeable background of industrial structure, how to increase customers’ business activity and enhance customers loyalty will be the core niche of financial business in the coming future. The purpose of this thesis is to study how the asset specificity, turst, similiarity and co-production impacts customer loyalty. According to the ever dealing experience of finance commissioner, among the clients, we had been obtained 200 copies effective valuable questionnaires via the internet questionnaire considerable response. Research results indicate that co-production has positive effects on customer loyalty. Asset specificity has positive effects on trust. Asset specificity has’nt positive effects on co-production. Similarity has positive effects on trust and co-production. Meanwhile, trust has positive effects on co-production.