Study on the Relationship of Customer Satisfaction of Internet Bank and Behavioral Intention–A Domestic Bank as the Example

• Main Authors: Hen-Hsi Liao, 廖恆熙
• Other Authors: Tao-Sung Chu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/283uyj

碩士 === 國立東華大學 === 企業管理學系 === 96 === Although there’re lots of literatures studying in E-commerce, empirical studies about introducing E-commerce into banking industries are rare. As to the discussion of behavioral intention, many scholars had proposed several factors which may affect behavioral intentions, including satisfaction. Besides, other scholars suggest perceived value is another important factor. However, few scholars take perceived quality and perceived sacrifice as cause factors and in the meanwhile discuss the effects of satisfaction and perceived value to behavioral intentions. In the full sample model, in terms of the impact on behavioral intentions of customers, the factor with the most impact is customer satisfaction, and there are perceived value, service quality, system quality, information quality, and perceived sacrifice in order. That means customer satisfaction is the most critical factor to the interaction between customers and banks. Internet banking companies should try to increase customer satisfaction to produce good interactions between customers and banks, and also they can try to increase customer satisfaction through improving service quality, system quality, and information quality. In addition to customer satisfaction, the order of impact power to behavioral intentions are perceived value, service quality, system quality, information quality and perceived sacrifice. That explains perceived value is still an important factor in company-customer interaction. To internet banking companies, how to reduce the establishment cost and increase the practicability and friendliness of the system to make customers willing to spend money and time keeping using is another critical point. Besides, the study also proves the positive relationship between service quality, system quality, information quality, customer satisfaction and perceived value, and the negative relationship between perceived sacrifice and perceived value. Thus, through the satisfying service quality, system quality and information quality, and reducing the usage cost, waiting time and endeavor, the companies may be able to improve the interactions between customers and companies.