The Effect on Customer''s Repurchase Intention by Inertia and Satisfaction

• Main Authors: Tsung-Jen Chang, 張聰仁
• Other Authors: Ying-Cheng Hung
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/22499652645854518557

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 104 === According to McKinsey & Company report, Asian customers on the banks of satisfaction are generally in low level, Taiwan is the penultimate country by the rank in Asia, only 2% of respondents had "pleasant memorable experience" while receiving banking services (Raubach, 2005). However, the unsatisfied customer do not definitely leave, satisfied customers may not continue to purchase (Mittal & Lassar, 1998). Because there is a contract relation between the customer and the bank, therefore one single event will not necessarily result in customer conversion (Gerrard & Cunningham, 2004). For this kind of phenomenon in the domestic bank service in Taiwan, the most obvious is by the mortgage product. The customer complain frequently includes that the mortgage rates is higher than other banks, banks do not to lower down the interest rates initiatively, as well as to ignore the customer’s request to reduce the interest rate and so on, although all these resulting decline in customer satisfaction, but there are still many customers choose to continue on the original loan banking. What factors caused mortgage customers to have the irrational behavior of the above are waiting for us to take in-depth research. This study explore the relationship between Inertia and Satisfaction of bank mortgage customers, and the impact on the customer repurchase intention. To the customer, highly repetitive consumer behavior is the inevitable result of high customer satisfaction , or instead of being an inertia behavior? The questionnaire survey was by electronic way, the sample is the bank mortgage customers in Taipei area, 159 questionnaires were recovered, and analyzing the data by item analysis, factor analysis, regression analysis, correlation analysis, t-test, and analysis of variance to verify many hypotheses. The results are as below: 1. The Inertia has a significant positive impact on consumer repurchase intention. 2. Customer''s satisfaction has a significant positive impact on consumer repurchase intention. 3. The inertia and customer''s satisfaction both have significant positive impact on consumer repurchase intention. But inertia has more significant positive impact than customer''s satisfaction on repurchase intention. 4. The Inertia has a significant positive impact on customer''s satisfaction. 5. There’s no any significant difference on the Inertia, customer''s satisfaction, and repurchase intention by different demographics variables of bank mortgage customers. Confirmed by the findings, based on the customer’s repurchase intention, inertia has more significant positive impacts than customer''s satisfaction, this result on current researches, scholars have less advocate such viewpoints, the results of this study could provide an new approach for academic research or management of the future. It is also proposed that banking or other businesses when use its resource allocation, it will be better to invest on strengthening of consumer inertia instead of improving customer satisfaction by limited resources.