A Study of The Relationship Between Brand Image and Consumer Satisfaction-A Case of Credit Card issuing Bank in Taiwan

• Main Authors: ZHENG,YI-LING, 鄭怡齡
• Other Authors: ZHENG,MENG-YU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xftf9c

碩士 === 大葉大學 === 管理學院碩士在職專班 === 107 === The credit card market is currently booming, bringing considerable income to the banks. In the face of fierce competition within the industry, it is necessary for the banks to think about how to make consumers choose their respective credit cards when making purchases with credit cards, and to enhance the brand image of the issuing bank so that consumers are more willing to apply for a credit card and use it. It is also important for the banks to maintain a high degree of customer satisfaction as well as to establish a strong customer stickiness and loyalty. Thus, brand image and customer satisfaction has become the most important issues for card issuing banks. This study makes use of the empirical results of the questionnaire and related literature to explore the correlation between the brand image of the issuing bank and customer satisfaction, and employs the independent samples t-test and analysis of variance (ANOVA) as methods of statistical analysis. It is found that when the customer thinks that the credit card issued by a certain bank corresponds to his or her personal image, and that both of these images are positive, when the bank's goodwill is trustworthy, and when the design of the credit card meets the customer's needs and demonstrates innovation and uniqueness, the degree of customer satisfaction toward the issuing bank will be improved, thus expanding its market share. The overall brand image of the issuing bank that a customer feels can directly and significantly affect the degree of customer satisfaction, that is, the better the brand image, the higher degree of customer satisfaction can be achieved.