The relationship between of Service Creativity and Satisfaction : A case study of Agricultural Bank of Taiwan

• Main Authors: CHEN,HSI-KUO, 陳錫國
• Other Authors: SU,CHIEN-HSUN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/qep5z9

碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 104 === Abstract The relationship between of Service Creativity and Satisfaction : A case study of Agricultural Bank of Taiwan By Chen, Hsi-kuo July 2016 ADVISOR(S) ：Dr. Su, Chien-Hsun DEPARTMENT：Department of Business Administration By reviewing past thesis,scholars wrote many papers about satisfaction, but their views are from customers. With the change of economic structure, the domestic economic ratio of agriculture is getting descended day after day. The credit departments of farmers’ and fishermen’s associations face the rigid environment and lose competitiveness. In order to settle down the agricultural finance, our government set up The Agriculture Bank of Taiwan ,established in 2005 and positioned as an assistant institution of higher level of the farmers’ and fishermen’s associations. This research includes topics about developing service creativity, brand images, satisfaction, and feedback recognition. The research and people include managers of credit departments and loan officers in farmers’ and fishermen’s associations. This research uses questionnaires to collect and analyze data and expect to send out before May 2016. We use Descriptive Statistics to analyze and Regression Analysis to verify the service creativity, brand image ,satisfaction ,and feedback recognition between credit departments of farmers’ and fishermen’s associations and Agricultural Bank of Taiwan.Predict results of research: 1.Service creativity from Agricultural Bank of Taiwan to farmers’ and fishermen’s associations’ satisfaction has positive influence. 2.Service creativity from Agricultural Bank of Taiwan to farmers’ and fishermen’s associations’ brand image has positive influence. 3.Brand image from Agricultural Bank of Taiwan to farmers’ and fishermen’s associations’ satisfaction has positive influence. 4.Brand image between Service creativity and satisfaction has mediation effect. 5.Feedback recognition between Service creativity and brand image has interference effect. Managers from Agricultural Bank of Taiwan can learn practices and policy references from the results of research. Key words: Agricultural Bank of Taiwan, Service creativity, Brand image,Feedback recognition, Satisfaction.