| Summary: | 碩士 === 大同大學 === 事業經營研究所 === 91 === Nowadays, the industries and commerce prosper and depend on banks to accomplish their activities. Therefore, there are more and more banks established and compete violently. How to maintain current customers and build a long-term relationship is the banks’ focus. The relationship marketing is one of the important marketing strategies to build a stable and long term relationship with customers, expert asserted that relationship marketing is a new marketing paradigm. Additionally, some researches have asserted that not all customers want to maintain a long-term relationship, banks should offer different lures to attract customers with different orientations.
Administered with the generous publics, three major business locations in Taipei City were selected for the purpose of aiming at the customers of bank. Totally, we obtained 302 usable questionnaires. Structural equation modeling (SEM) was computed to determine the relationships among: (a) service quality, (b) customer satisfaction, (c) trust, (d) commitment, and (e) behavioral intentions. The findings aim to enhance service quality and performance in banking.
The main results are as follows: there is (1) a positive relationship between service quality and customer satisfaction; (2) a positive relationship between customer satisfaction and behavioral intentions; (3) a positive relationship between customer satisfaction and trust; (4) a positive relationship between trust and commitment; (5) a positive relationship between commitment and behavioral intentions. Our research provides practical evidences to banks. They have to rethink their positioning of their banks.
Finally, based on research findings and implications for managers, the following conclusions are proposed. First, service quality is an antecedent factor of customer satisfaction. Second, customer satisfaction is an important determinant of behavioral intentions. Third, a corporate and customers build trust and commitment on customer satisfaction. Fourth, trust is a major determinant of commitment. Fifth, commitment is an important determinant of behavioral intentions.
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