A Study of the Policy-Oriented Special Agricultural Loan on Customer Satisfaction and Loyalty of Farmers’ Association in Hualian County

• Main Authors: Ku, Feng-Shuo, 張翔貿
• Other Authors: Yeong-Shenn Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/14162067006837696444

碩士 === 國立屏東科技大學 === 農企業管理系所 === 97 === The Farmer's association in Taiwan has been facing serious and new circumstances, for example the severe competition in financial market and its economic businesses. To implement the policy-oriented special agricultural loan is an important topic. The policy-oriented special agricultural loan by the farmers’ association is to handle customer demand and increase customer satisfaction in order to maintain the customer relationship. Furthermore, raise the customer loyalty to create new businesses. Using structural equation modeling（SEM）, the results reveal that has significant effects on customer satisfaction. The mediating effects of customer satisfaction on the relationship between the policy-oriented special agricultural loan and customer loyalty were investigated. And the results reveal that customer satisfaction positively and significantly mediating the effects of the policy-oriented special agricultural loan function on customer loyalty. The major findings of this study are summarized as following: 1. This empirical result supports that the significant relationships exist among the policy-oriented special agricultural loan by the farmers’ association functional programs, customer satisfaction and customer loyalty. 2. The mediating effects of customer satisfaction on the relationship between the policy-oriented special agricultural loan and customer loyalty were investigated. 3. The farmers’ association customer satisfaction may establish the customer’s loyalty and will strengthen mutual interaction in future