| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 91 === It is inevitable for financial industry to strengthen them to face the violent competence all over the world. In America, it has been a unchangeable trend that different financial institutions combine to be a financial holding company (FHC) since Citi Group merged Traveler in 1998. The Gramm-Leach-Biley Act, passed by House and Senate in 1999, clears the barriers of the Glass-Steagall Act in 1993 and foster the tendency of merge.
In Taiwan, the financial industry there faces very difficult situations. In Taiwan, there were 53 domestic and 39 foreign banks, 16 domestic and 15 foreign life insurance companies, 18 domestic and 9 foreign property insurance companies, and 184 securities firms. Excessive institutions cause very serious financial problems, for example, some incompetent companies are on the edge of breaking up. Moreover, in order to compete the opponents abroad after Taiwan become a member of WTO, the financial institutions in Taiwan must reinforce their capability and competence. Consequently, Merging to be an financial holding company is the most useful and popular mean for these companies to enhance their ability. That is why we choose the financial industry to be the target of our research.
400 respondents from different financial institutions participate our study. The purpose of our research is to explore how customers evaluate the merge of the financial institutions and what factors they use to assess the merge. We conclude from our study that it will influence the brand affect and then further trigger the purchase loyalty to the original institution when consumer perceived that the goal of the financial holding products is the same with the original financial products. Furthermore, Consumers will gives a good assessment to the merge if they perceive the product of the original institution owns favorable attributes and benefits. It will lower consumers’ evaluation when consumers feel that they are forced to be the customers of the financial holding company and when this merge gives them negative feeling. Conversely, it will improve consumers’ evaluation of the merge if the financial institutions add some service consumers need most, such as one stop shopping,
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