A study on the relationship between the total quality management practice of Banking Industry and the Customer Loyalty

• Main Authors: Cheng,Ya-Hui, 鄭雅慧
• Other Authors: Chang, Shih - Chia
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/6gykef

碩士 === 國立臺北商業大學 === 企業管理系碩士班 === 105 === In the highly competitive financial industry, banks rely on traditional financial goods is not enough. Over the years on the banking industry for customer satisfaction and loyalty of the study, mostly focus on the quality of service measures, and the quality of service is a measure of ex post authentication. In practice, the banking industry should think about how to establish a complete service system and process before the service takes place. If the banks want to survive and competitiveness, do a good job of comprehensive quality management is an important key. Comprehensive quality management done well, so that customers can be satisfied with the enterprise. In the past, in the literature on the implementation of comprehensive quality management activities, mostly in the manufacturing industry for discussion, there is little research on how the banking industry promotes customer loyalty through the promotion process of total quality management activities. Therefore, this study is based on the relevant literature to meet the banking quality management practice to promote the impact of customer loyalty to explore the relationship, to provide the banking industry through better service quality to enhance customer loyalty, and then create operational performance, to consolidate the bank competitive advantage. The empirical results show that banks are different in order to improve the type of loyalty, and that the practice of total quality management must be implemented. In terms of duplication of purchase : it is important for senior executives to actively participate in the development and improvement of service quality objectives, employees have a clear goal and strategy in the implementation of service work can be more accurate, quickly and efficiently to serve customers, access to customer satisfaction. In the word of mouth recommendation : managers for customers in the quality of service advice to do the collection and analysis, help to understand the needs of customers and increase customer adhesion to the enterprise to improve the competitive advantage.