The Influential Factors of Relationship Quality and Customer Loyalty from the Viewpoint of Relationship Marketing:Taking the Banking Industry as an Example

• Main Authors: Che-Hao Hsu, 許哲豪
• Other Authors: Yie - Fang Kao
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/13712999282420382246

碩士 === 輔仁大學 === 管理學研究所 === 96 === In terms of relationship marketing, the banking industry can use different relationship connections to win customers and build the good relationship quality valued by customers. Relationship marketing can reduce uncertainties that customers have and strengthen customer loyalty that corporations could benefit from in terms of the long-term competitiveness and strengths. This study aims to discuss how different baking categories, such as the domestic finance holdings, domestic non-finance holdings and foreign banks, run their finance management services, how corporate images would change relationship bonds and relationship quality, and how those factors would change customer loyalty. With discussions on various constructs and coefficient analyses among different constructs, results of this study are provided as suggestions for the current finance management service runners to develop strategies. Interviewees of this study include customers from seven finance management centers of the three banking categories introduced above. 60 questionnaires were sent to every single bank while 420 questionnaires were received in total and 408 of them were effective ones. 480 effective questionnaires are tested by multiple regression analysis to verify the hypothesis. The results of present study are as follows: 1.“Social bonds” and “structural bonds” have positive and significant impact on “trust,” while “financial bonds” has no significant impact on it; the impact that “relationship connection styles” has on “trust” differs partially from different banking categories. 2.“Financial bonds,” “social bonds” and “structural bonds” have positive and significant impact on “commitment;” the impact that “relationship bonds styles” has on “commitment” differs partially from different banking categories. 3.“Social bonds” and “structural bonds” have positive and significant impact on “satisfaction,” while “financial bonds” has no significant impact on “trust;” the impact that “relationship bonds styles” has on “satisfaction” differs partially from different banking categories. 4.“Commitment” and “satisfaction” have positive and significant impact on “re-purchase,” “recommendation and brand intention,” “price tolerance” and “cross purchase intention,” while “trust” has no positive and significant impact on “re-purchase,” “recommendation and brand intention,” “price tolerance” and “cross purchase intention;” the impact that “relationship quality” has on “customer loyalty” differs partially from different banking categories. 5.With different corporate images, different relationship bonds styles would change the relationship quality while different relationship quality would change customer loyalty as well. 6.“Financial bonds” and “structural bonds” have positive impact on “commitment” by “trust” and “satisfaction,” while “social bonds” has positive impact on “trust” by “satisfaction.” Given those results, it is reasonably considered that price war, such as the discount over commission fee, has no significant impact on trust improvements between banks and customers, so it should not be taken as a main strategy for the banking industry. On the other hand, the banking industry should strengthen structural bonds and build good customer relationship. Such policies would help improve the customer relationship quality, competitiveness and corporate images, and further strengthen the positive impact that relationship bonds styles and relationship quality have on customer loyalty.