The Studies of Customer Complaint Behavior with Brand Image for Domestic Bank and Foreign Bank

• Main Authors: Hung,Chao-Nu, 洪昭如
• Other Authors: Liao,Wu-Cheng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/41025196772975545768

碩士 === 開南大學 === 財務金融學系 === 98 === The domestic banks have faced to the great challenges in the past few years, which is due to the foreign banks have expanded their branches in Taiwan. Listening to the customer voice has gathered great importance recently. A number of studies have been conducted using CRM , some have examined Customer Complaint Behaviors (CCB). The purpose of this study is to understand the reason of CCB between foreign banks and domestic banks, compare with the CCB, After-Complaining behavior, and Brand Image. The results of the questionnaire have showed that the reason of CCB, CCB, After-Complaining behaviors, and Brand Image were not significantly different between foreign banks and demos tic banks. Three of findings are worth summarizing： 1.Domestic banks have lowered than foreign banks are” Knowing how to complaint”,”Needed waiting time”,”Loan discount”, and”Deposit discount.” 2.The customers of foreign banks have taking the official complaint, but the customers of domestic banks have taking the private complaint. 3.The customers of foreign banks have been that BI is good at personal image, though CCB have the negative relationship with BI.