| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 102 === In current life, science and technology alter from day to day. Enterprise transformation needs continuous innovation. Going with the uncertainty of the global economic circumstance, however, operators are put in the market competition full of challenge and crises. They dedicate the enterprises to build new brands, and the ethical reputation is regarded as the most intangible asset. To promote the spirit of corporate ethics, to attach importance to customers’ satisfaction, and to reinforce customers’ desires for next contact now at present are the most important priorities of business strategies. As a financial service industry, if the functionality, types and brand images of the financial products meet customers’ demands is an issue to think highly for a banking institution to gain competitive advantage in the rapid marketing transformation.
Therefore, the study expects Importance-Performance Analysis (IPA) to analyze the matrix about customers and business ethics brand images, to assess the customers’ standard of considering and satisfaction toward the items of the corporate brand, in order to speculate on customers’ thoughts about the strengths and weaknesses of the business ethic brand image, and to go a step further, to prove the value of business ethics brand images in customers’ mind, so as to reinforce customers’ desires for next contact. The study expects to provide operators various marketing strategies to cope with the transformation of trend and be able to achieve profit making and sustainable operating.
For this study, 158 samples were withdrawn from the target who are the customers (or employees) who actually deal with a Taiwan banking industry. Here is the conclusion after statistical analysis:
1. Corporate product impression positively influences customers’
satisfaction.
2. Corporate service impression positively influences customers’ satisfaction.
3. Corporate citizenship impression positively influences customers’
satisfaction.
4. Corporate credibility impression positively influences customers’
satisfaction.
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