| Summary: | 博士 === 國立臺灣科技大學 === 企業管理系 === 96 === This dissertation aims to investigate the antecedents and consequences of customer loyalty in financial services industry. Through comparing online model and offline model, this study wants to achieve three objectives. The first one is to identify if in-store service attributes existing in offline business are relevant to an online context; the second one is to discover to what extent service attributes can influence online and offline customer loyalty; and third one is to investigate if customers discriminately weigh different service attributes when developing their relationship length, depth, and breadth with financial institutions.
The results of online model suggest that online structural bond, followed by online financial bond, system quality, and online social bond, is able to influence e-loyalty. The results also show that e-loyalty is able to induce online customers to buy more current services, however, may not encourage them to use more frequently, buy upgrading services or even some new items. Regarding the results of offline model, the model enables us to establish social bond, followed by structural bond and functional service quality, as the important factors of customer loyalty. Moreover, customer loyalty is proved to firmly build and enhance customer relationship depth and breadth in addition to relationship length.
Therefore, this study suggests that as the financial services provider pursue long-term relationships with customers via Internet or traditional channel, they should be particularly concerned with how customers discriminate between different service attributes when they consider their relationship length, depth, and breadth with the financial services provider.
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