Effect of Service Quality and Customer Satisfaction on Customer’s Loyalty: the Case of the First Commercial Bank in Kaohsiung

• Main Authors: Huang, Feng Yun, 黃楓雲
• Other Authors: Tai, Chih Tsung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/k25t5y

碩士 === 正修科技大學 === 經營管理研究所 === 103 === Since the 1991 is opening of private banks to set up, increasingly fierce competition in the financial market, so that the financial industry from oligopoly market has tended to the free competition in the market. Service has become the most important key cause industry competition. This study aims to investigate the important factors for the service-led, to learn how to improve service quality and establish a good corporate image and improve customer satisfaction in order to maintain the relationship with the customer. This study used convenience sampling and 320 questionnaires were collected. After deducting the invalid questionnaires, 300 valid questionnaires were left. Through hypothesis testing, the results showed that a portion of the demographic variables for service quality and customer satisfaction have a significant effect on customer’s loyalty. In causal relationship, the "Responsiveness" and the "Assurance" under service quality has a positive impact on customer satisfaction, and "Service attitude", "Service efficiency", "Professional knowledge" and "Security Privacy" under customer satisfaction has positive effects on customer loyalty. Finally, customer satisfaction has a mediating effect on the relationship of service quality and customer loyalty. Based on the findings, this study proposes following suggestions to the Banking industry: (1) Enhance its service quality and establish the good image of the word of mouth. (2) To solve customer problems immediately, save waiting time and increase electronic service information system in order to enhance work efficiency. (3) Provide all customers the most appropriate merchandise, to give the most suitable advice and direction for the needs of different customer product, in order to maintain their loyalty. (4) Establish an effective monitoring and rigorous maintenance of the systems, strengthen the level of customer confidence. This study also proposed the following suggestions to the government labor administration: (1) Create competitive advantages, and establish the positive image of the bank actively. (2) The authorities should organize professional certification courses regularly for financial industry to strengthen the quality of professional conduct by staff.