| Summary: | 碩士 === 東吳大學 === 國際貿易學系 === 91 === Looking for other’s opinions to reduce purchasing risk and to increase personal confidence is the usual behavior during consumers’ making important decision. Mostly, this searching opinions from others approach is through salesperson. As the marketing environment changes radically, however, consumers’ passively accepting information behavior is gradually transferring to search actively.
For going concern about one’s business, marketing managers try their best to satisfy the customers. The logic behind this thesis is that the marketers whoever can satisfy customers will produce loyal customers. Theoretically, satisfied customers will be more loyal to the marketer than those unsatisfied, i.e. customer loyalty positively related to customers satisfaction. According to Neal(1999), this conclusion was rejected, since loyal customers are always satisfied, yet are not loyal to the company necessarily.
Main problems and research framework are proposed from the literature review. Consumer self-confidence was put into framework. Sales orientation, satisfaction and customer loyalty are the antecedent and outcomes separately. Structured questionnaires are developed to collect data for further examination. Consumers of banking service were surveyed island widely. ANOVA, t-test, regression and two ANOVA are applied to analyze the data. Academic and practical suggestions are proposed according to the findings.
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