| Summary: | 碩士 === 高苑科技大學 === 資訊科技應用研究所 === 105 === Abstract
This study used a questionnaire survey to collect data and through the data and statistics and analysis found that.
The banks’ services quality will be a positive effect on customer satisfaction, customer satisfaction will be a positive effect on customer loyalty. This study's respondents generally agreed that the banks provide good service quality. Service quality to customers and customer satisfaction compared to the impact of loyalty is less obvious, but to effect loyalty indirectly through achieving customer satisfaction; the other hand, customer satisfaction and loyalty will have a positive effect on the using willingness of Internet banking’s self-service and banks’ marketing campaign can promote good relations between banks and their customers.
Therefore, this study pointed out: bank can use the necessary marketing strategy to provide new products, new services and information to customers, thereby to help to improve service quality, customer satisfaction and customer loyalty. The loyal customers to the banks bring long-term gains for the banks, and advising customers to accept the banks’ marketing compaign depends on the bank to improve customer understanding, then recommend the appropriate products to those in need of potential customers.
Keywords: service quality, customer satisfaction, customer loyalty, internet self-service technology, banks’ marketing compaign
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