| Summary: | 碩士 === 國立高雄第一科技大學 === 金融營運所 === 97 === At present in order to meet customer’s one stop shopping demand the financial services become more diversification in Taiwan. However there are too much banks and competition between Taiwan’s banks. If they want to raise business performance they should find the most profitable (loyal) customers, and strive to cultivate and maintain the long-term relationships between customers. In the past, scholars used customer repurchase behavior to determine whether a customer is loyalty or not and later some scholars thank that a truly "loyal" customers should be included in the attitude of commitment and intention to repurchase.
In view of this, my investigation combined Oliver (1999) four stages of the loyalty which are cognitive loyalty、affective loyalty、conative loyalty、inertial loyalty to discuss the impact of different customer loyalty attitude on customer repurchase behavior intention and cross-buying intention. I used sample survey which based on bank customers. Totally 300 questionnaires are distributed and 220 valid questionnaires are gathered. Empirical results are as follows:
1. The more the customer affective loyalty、conditional cognitive loyalty、inertial
loyalty, the more repurchase intention.
2. The more the customer conative loyalty, the less repurchase intention.
3. The more the customer cognitive loyalty、conditional cognitive loyalty、inertial
loyalty, the more cross-buting intention.
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