THE INFLUENCE OF SERVICE QUALITY, CORPORATE IMAGE, AND CUSTOMER SATISFACTION ON REPURCHASE INTENTION：A CASE STUDY IN TAIWAN’S BANKING CALL CENTER

• Main Authors: Hui-Tzu Tu, 杜惠慈
• Other Authors: Chi-Chuan Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/3s5u3e

碩士 === 大同大學 === 資訊經營學系(所) === 104 === Improving service quality, and pursuing a full range customer satisfaction are important goals to a business nowadays. This study investigates the relationships among service quality, corporate image, customer satisfaction and repurchase intention by samples from customers in Taiwan's banking call center. What bank call center serve is "people", so if banks want to stand out in a competitive environment, they must meet different customer needs, provide a variety of services, improve its service quality, and improve customer satisfaction in order to reach the goal of sustainable development. This study collects data from consumers in Taiwan's banking call center by questionnaire survey. There are 200 valid questionnaires analyzed by SPSS20.0 and AMOS 20.0. The main findings are as follows : (1) Service quality have significant positive influence on corporate image; (2) Service quality have significant influence on customer satisfaction; (3) Corporate image has no significant influence on repurchase intention; (4) Customer Satisfaction has significant influence on repurchase intention. Conclusions and suggestions are listed in the last part. Also, implications and limitation are provided.