A study of relationship between strategic marketing planning of electronic banking and customer satisfaction toward service quality
碩士 === 淡江大學 === 管理科學研究所 === 85 === Since deregulation and changing environments in both the domestic and foreign financial markets, the competitive situations have turned out to be more and more intense among local banks in Taiwan. In order to adapt to t...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
1997
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| Online Access: | http://ndltd.ncl.edu.tw/handle/90525407191278775832 |
| Summary: | 碩士 === 淡江大學 === 管理科學研究所 === 85 === Since deregulation and changing environments in both the
domestic and foreign financial markets, the competitive
situations have turned out to be more and more intense among
local banks in Taiwan. In order to adapt to this situation and
enhance competitive strengths, improving service quality has
unanimously become the most important factor for banks in
achieving their goals. Hence the Electronic Banking that
combines the information technologies with daily business will
be a modern tool to improve the service quality of banks. The
purpose of this study is to explore how the concept of strategic
marketing can be used to promoting and planning Electronic
Banking Systems. Results of the study could help banks provide
appropriate financial services and suggest a way to better the
Electronic Banking business in the future. Three banks are
included in this study. The conclusions of this study are as
follows:1. The extent to which banks employed strategic
marketing planning systems has significant impact on how often
customers using the system. 2. The extent to which banks
employed strategic marketing planning systems has significant
impact on customers'' perceived service quality.3. How often
customers using the electronic banking system is positively
related with increasing customer satisfactions.
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