| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === Competition is heating up in Taiwan''s wealth management sector, where several major local banks and foreign players are competing in recent years. The new service is actually an upgrade from the bank''s existing VIP banking service, aimed at providing many more integrated financial services to customers. Taiwan constantly upgrades its services to meet the changing needs of local residents. Therefore, how to satisfy customer relationship is the key to stand in the bank marketing share in Taiwan.
The present study explores the relationship between customer satisfaction and customer behavior, and the moderating effect to this relationship by service quality, trust, commitment and motive variables. The objective of this thesis uses questionnaires from foreign bank in Taiwan issued to customer satisfaction and customer behavior which statistic finding demonstrates below:
1. Service quality and customer satisfaction are existed a positive effectiveness of customer behavior.
2. Customer satisfaction relationship and motive are existed a positive effectiveness of customer behavior.
3. Customer satisfaction relationship and trust are existed a positive effectiveness of customer behavior.
4. Customer satisfaction relationship and promise are existed a positive effectiveness of customer behavior.
5. Trust and motive are existed a positive effectiveness of customer behavior.
6. Commitment and motive are existed a positive effectiveness of customer behavior.
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