| Summary: | 碩士 === 國立中興大學 === 應用經濟學系所 === 94 === In this study, the customers of Hua Nan Bank were surveyed for expressing their opinions through designed questionnaire. After collecting all returned questionnaire, method of multivariate analysis of variance (MONOVA) and Linear Structural Relations Models(LISREL) were used respectively to examine the customers’ satisfactions. To explore the factors affecting satisfactions ,this study builds model for all customers and further divides them into “city and non-city” and “deposit, loan and foreign exchange departments” two categories.
The main findings are as follows:
1.To evaluate five constructs of customer’s satisfaction,
i.e. “customer’s expectation”, “perceptions after
service”, “nonconsistence”, “satisfaction”, and “loyalty”, this study applies 27 observable questions for
customers. .
2.the most important attribute for customer’s expectation
is esteem, followed by safety and service. As for the
“perceptions after service”, the ranking is service,
innovation and safety. With regard to the customer
satisfaction, the satisfaction of the whole services
concept can’t meet the customers’ demand. The more
important factor for customers’ loyalty is “maintaining
relationship with Hua Nan Bank” . The less important
factor for customers loyalty is “maintaining
relationship with Hua Nan Bank , in spite of higher
processing fee’’. Considering the cost of dealing with
Hua Nan Bank, there are not necessary for customers’
loyalty, if the cost is higher than other bank.
3.In model for all customers, “nonconsistence” and “perception after services” have positive effect on
customer satisfaction,. Customer satisfaction also has
positive effect on customer loyalty. It is obviously that
there will be positive effects for Hua Nan Bank if they
improve business by using positive effects factors.
4.In the model of city and non-city, nonconsistence and
loyalty both have positive effects and have same
satisfaction. However in non-city model, the loyalty of
“maintaining relationship with Hua Nan Bank” and
“introduce their relative or friend” are higher than
city model. The probability of “complaining in public
“In city model are higher than non-city model.
5.In the model of “deposit, loan and foreign exchange
department”, customer’s loyalty appears positive effect
significantly. However, there are no differences in
evaluation indicators and evaluation factors, indicating
that the customer satisfaction is the same in these
departments. Especially, the customers in foreign
exchange department and loan department have higher
loyalty than those of deposit department.
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