The Study of the Effect of Customer Satisfaction and the Trust on Loyalty: An Empirical Study of Personal Financial Management in Banking Industry

• Main Authors: Yu-Yen Tu, 杜玉燕
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/r9tsg8

碩士 === 國立東華大學 === 企業管理學系 === 96 === Along with the drastic competition in business environment, the enterprise will seek long term close business relationship with their customers as more important part so as to stable and secure its profitability. In another words, management concept is gradually changing from the short term business transaction into long term business cooperative relationship as its guidance. The relationship marketing is the popular way nowadays using in many service industries. This study is related to the concept of satisfaction, trust, and loyalty applying into a bank’s financial consultant department. Taking two phases of organization (company) and individual (salesperson) as preceding factors, we will see how they influence the maintenance in the relationship of customer’s loyalty.