| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 98 === While holding the strategic resources of value, rareness and inimitability, the resource-based theory (RBT) has been conducted, based on resource heterogeneities, that effectively evaluate service resource and their interactions can help firms improve their competitive advantage and better performance. The purpose of this study is to expand and better the understanding of a natural phenomenon of customer service relationship performance in financial banking industry, namely the effect of the information and marketing service resources and their interactions on the performance. To reach this goal, we carry out an empirical study by some statistical tools as having a multiple interaction regression approach to structural equation modeling (SEM) to attain significant results which were consistent with the performance predictions but we moved beyond previous studies, offering new findings and insights. Our findings suggest that evaluations of bank service resources that include people, information, and marketing knowledge and their 3-way interactions will lead to a better prediction of the relationship performance, allowing them to match with this changing and dynamic business environment.
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