| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 107 === This study collates the relevant literature on the theoretical factors and experience quality of domestic and foreign theaters as the basis of the theoretical framework of this research. Then, it conducts a questionnaire survey on brand image and customer loyalty for online banking users, and verifies the relevant theories through regression analysis. The difference in loyalty between the customers of Lu Bank. Since the financial industry invested a lot of money and effort, after developing online banking services, whether consumers become Online Banking users and affecting customers' satisfaction with using online banking, this study collected 245 questionnaires by questionnaire. Statistical analysis methods and regression analysis, using SPSS statistical software as a data analysis tool, for the provider to serve as a reference for future maintenance and correction of online banking functions.
The research results show that the theater elements and experience quality have a positive impact on the brand image, and customer loyalty also depends on the brand image. Therefore, this study believes that in the design of online banking functions, users should feel comfortable and comfortable and have good service interactivity to deepen the brand loyalty of customers.
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