A Study on Service Quality, Enterprise Imageand, Consumer Loyalty of Banks in Taiwan

• Main Authors: Ming-cheng Huang, 黃明政
• Other Authors: Shui-Shun Lin
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/45229820302810728746

碩士 === 南華大學 === 管理科學研究所 === 92 === 　　In economic development worldwide, finance has always played a crucial role. This is especially true in Taiwan’s economic development, in which finance has not only kept on par with Taiwan’s social development, but has also created Taiwan’s economic miracle. 　　In view of present enormous changes in the economic and financial environment, the era of comparatively high quality financial commodities has nevertheless increased competitiveness in banking. Traditional price competitions and operating on marketing are no longer adequate responses. Sales in banking businesses are compelled to turn to non-price competitions-improving products and service quality to strengthen competitive edge in order to achieve customer loyalty. 　　This research focuses on the gaps conceptualized by PZB, a service quality model. To provide references for banking policies, variables such as the quality of banking services, enterprise image and customer loyalty, and the relationship between these variables, are investigated using questionnaires and statistical methods to analyze consumers’ actual experiences. In concrete terms, the purpose of this research is to explore the differences in customer perspective toward banking service quality, enterprise image and customer loyalty among different populations. This study also aims to analyze the relationship between banking service quality, enterprise image and customer loyalty. For data analysis and hypothesis testing, the analytical methods used are correlation analysis, multi –regression analysis and single variable anaylsis. 　　The results of the study revealed that among different populations, variables such as gender, age, occupation and area of residence showed no significant differences toward service quality, enterprise image and customer loyalty. However, educational level showed a noteworthy difference toward enterprise image, but unremarkable difference toward service quality and customer loyalty. Overall service quality showed a notable relationship to overall customer loyalty, as well as enterprise image. Enterprise image is also found to be markedly related to overall customer loyalty. In short, customer loyalty is affected by service quality and business image.