The Relationship of Service Quality, Brand Image, Customer Loyalty and Repurchase Intention: An Example of Customers in Taipei’s Bank Industry

• Main Authors: Pei-Chi Chou, 周佩琦
• Other Authors: Long-Yi Lin, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/83620356578847372128

碩士 === 真理大學 === 管理科學研究所 === 97 === 　　The main purpose of this study is to explore the relationships among service quality, brand image, customer loyalty and repurchase intention. This study selected the bank clients from the Wealth Management Department in Taipei, Taiwan; data was collected from bank clients who purchased financial products from 15 finance Holding companies in Taipei, Taiwan. Personal Administered Questionnaires was adopted as survey sampling method. A total of 470 questionnaires were distributed and 428 effective questionnaires were collected, the effective return rate was 91.06%. 　　Hypotheses of this study were analyzed using regression analysis. The following results revealed that: (1) Service quality has positive effects on customer loyalty. (2) Brand image has positive effects on customer loyalty. (3) Customer loyalty has positive effects on repurchase intention. (4) Service quality has positive effects on repurchase intention. (5) Brand image has positive effects on repurchase intention. (6) Customer loyalty has a partial mediate effect in the influence of service quality on repurchase intention. (7) Customer loyalty has a partial mediate effect in the influence of brand image on repurchase intention.