| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 103 === The competition of banking industry is fierce, and business projects operated by credit cooperatives are not as many as those of commercial banks. It is necessary to improve the dealings between customers and credit cooperatives to increase the profit of credit cooperatives. While profits have high relationship with credit cooperative customer loyalty, so this article added the customer relationship management, customer value, service innovation, customer satisfaction and other variables to explore the influence on customer loyalty. Adopting questionnaire investigation, this study recovered 445 effective questionnaires samples for regression analysis. The results showed that the customer relationship management, customer value and service innovation have a significant effect on customer satisfaction, and will indirectly influence on customer loyalty through the mediating effect of customer satisfaction; Customer relationship management, customer value, service innovation and customer satisfaction have a significant effect on customer loyalty. Research results provide reference for credit cooperatives to make operating policy. By strengthening the customer relationship management without violation of the financial law, simplify the process of relevant financial business, strengthen the construction of software and hardware facilities, and strengthen staff education training, which is expected to improve customer satisfaction and increase customer loyalty to create the niche of the sustainable operation credit of cooperatives.
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