An Empirical Study of the Relationship among The Service Quality、Company''s ability to handle customer complaints、Customer’s Satisfaction、Word-of-Mouth and Customer’s Loyalty An Example of Banks in Taiwan.

• Main Authors: Yen-Yu Liu, 劉妍郁
• Other Authors: Lu-Jui Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/8r654w

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 101 === With the change of the economic patterns, the quality of service has become one of the key elements to a successful business. This research focuses on the banking industry, a classic member of the service sector which also accounts for a significant portion in the Taiwanese economy. The higher the customer satisfaction, the better business profit could increase while lowering the potential advertising cost, reported by many other studies. The business could provide different levels of services to fulfill the numerous requirements expected by the market, abide to its customer needs to increase the service quality, creates customer satisfaction and to achieve customer loyalty. Not only will the business grow substantially it may as well achieve sustainable management. Nevertheless, many unexpected situation could happen during the service process, which would lead to the failure of service. The business has to have the ability to respond to customer complaints immediately, and provide reconciliation that meets above customer expectation in order to recover customer satisfaction. A study shows that a bad service would spread to an average of eleven individuals, whereas a satisfactory service would only spread to as many as three individuals. The quality of service propagates among consumers that could result in a significant impact to the business. A corporate ought to establish a channel for complaints to encourage its customers provide dissatisfied feedback rather than discriminate against it. Customer complaints information serves not only as a bridge of communication between the consumer and the corporate; it could also present the hidden shortcomings and helps the business to improve. Aside from the physical goods, the intangible product such as the quality of service has become increasingly important to influence the consumer’s decision making process. The majority of the consumer base would take word of mouth recommendation from family and friends into consideration when making purchase decisions, therefore, the ability to generate business profit from such phenomenon shall not be ignored. It is essential for a business to emphasize its focus at creating good reputation and promote positive customer relations. Only through the means of understanding the customer and fulfilling customer demand can the business maintain a strong competition in the market, and to further develop consumer satisfaction recognition and consumer loyalty. The consumer base of the banks in the northern Taiwan region is the subject of study in this report. The first part of the study takes the assessment of the relationship between the banks’ quality of service and its customer satisfaction, including the demonstration of feasibility, reliability, responsiveness, assurance, and empathy. The second part of the study focuses on the assessment of the banks’ remedial response capability in a case of service failure and the impact on its customer satisfaction. The third part of the study discusses the effect of overall customer satisfaction on customer loyalty. The fourth part of the study looks into the reputation propagation behavior of customers in high satisfaction. The last part of the study concludes with the research of loyal customer’s repeat purchase behavior and willingness to convey positive recommendation. The analysis above should improve the quality of service and customer loyalty, and helps to understand customer purchasing habits, thereby helping the banking industry target at the standard customer base.