| Summary: | 碩士 === 國立交通大學 === 管理學院經營管理學程 === 107 === In this digital society, the transformation of digital financial services has become increasingly important. The needs customers have with banks are changing with time, and thus banks will be re-defined. For financial banks, if they can take use of big data and huge database, observe their customers’ purchasing journeys and myriad touch points in multiple channels, and understand the customer's usage scenarios and pain points, they will create positive customer experiences more possibly. In that way, banks can win customers’ loyalty and trustfulness, and retain customers successfully. In other words, positive customer experience will be one of the important drivers of revenue.
Based on the above study background and motives, this study will take the in-depth analysis of the actual implementation of digital marketing activities by a domestic banker to conduct research on the correlation between online customer experience and consumer purchasing behavior.
The study found that some demographic variables, differences in customer-to-bank relationships, and differences in banking products customers have will affect customer buying behavior. Last but not least, this study will provide suggestion of marketing strategy, limitation and modification of the research, giving directions to the future research.
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