The Effects of Service Quality and Satisfaction on Consumer Loyalty of The Financial Services Industry
Date Issued
2014
Date
2014
Author(s)
Wang, Ya-Yun
Abstract
The financial institution acts a very important role in economic system. It provides not only financial intermediation but also business development. Bank is the key of country economic advancement and business expansion. However, numbers of domestic banks increase rapidly and lead the competition more fiercely. Also the homogeneity of products is extremely high. In this case, customer demand oriented, offering better service and creating trust and loyalty will be the key factors of customer return rate.
Taking C Bank on as the object of the study, using PZB (Parasuraman et al. 1985) which is the method of service quality measurement and Parasuramanet et al. (1988) (SERVQUAL (Service Quality) Scale), also depending on five dimension including tangibles, reliability, responsiveness, assurance and empathy to design questionnaire. In addition, using Structural Equation Modeling (SEM) and Fuzzy set/Qualitative Comparative Analysis (fs/QCA) to analyze the experience between customers and banks. All of them are in order to discuss the depth-related factors of service quality and customer satisfaction.
In the research process, we obtain 300 valid questionnaires by convenience sampling method. Through T test, the result between customer expected and perceived value showed no significant difference. Therefore, we can see there is no gap in C bank customer service. Finally, in the relationship of the service quality, satisfaction concept and loyalty, we found the expected service has a positive impact on customer satisfaction. But first, there is no significant impact on customer loyalty. Second, perceived service has a positive impact on customer satisfaction and loyalty. Third, customer satisfaction and loyalty have positive impacts. The final empirical results can be the reference for financial industry operation.
Subjects
金融業
服務品質
顧客滿意度
顧客忠誠度
結構方程式
模糊質化比較法
Type
thesis
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