A Study on the Customer Satisfaction of Financial Institute—Hua Nan Bank

• Main Authors: Hsiao Ling Chu, 朱小玲
• Other Authors: Chaur-Shyan Lee
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/36241397790022969973

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.