A Study on Customer Participation and Customer Satisfaction in Financial Services: Antecedents and Moderating Effects of Role Identification and Perceived Benefits

• Main Authors: SHIH, FANG-SHENG, 石梵生
• Other Authors: WU, LI-WEI
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/y88x25

碩士 === 東海大學 === 國際經營與貿易學系 === 106 === The mechanism of service deliveries in the financial service industry has gradually transformed and developed over time. It shifts from a one-way delivery of services into a situation where customers take part in the service procedure. Throughout the service, customers join in to make suggestions on what they yearn for, which not only improves the service given but also results in their contented feelings regarded to the service provided. This study examined the phenomenon of customer participation within the background of the financial service industry in Taiwan. First of all, this study investigated the antecedents of customer participation, including interactional justice, customer education, affective commitment and company support. Additionally, this study explored whether customer participation would strengthen customer satisfaction. Furthermore, the exploration moved forward to adding role identification and perceived benefits as moderators, depicting whether these two variables would influence the enhancement of customer participation towards customer satisfaction. This research collected data via online surveys delivered to 352 customers participating in the service delivered by financial brokerage companies. The valid responses were 324 entries with a returning rate of 92%. The quantitative data analyses display that customer education, affective commitment and company support significantly increase the degree of customer participation. In addition, customer participation has a significant impact on customer satisfaction. The variable of perceived benefits also moderates the enhancement of customer participation towards customer satisfaction. Findings in this research provide insights into how the Taiwanese financial service industry should take measures to increase customers’ participation and customer satisfaction in the service delivery procedures.