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The Influence of Relation Marketing Strategies on Customers' Trust, Satisfaction, and Loyalty in Banking Industry 李文斌、陳欽雨

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The Influence of Relation Marketing Strategies on Customers' Trust, Satisfaction, and Loyalty in Banking Industry

李文斌、陳欽雨

E-mail: 9601242@mail.dyu.edu.tw

ABSTRACT

The purposes of current study are to investigate the impact and relationships among relation marketing strategies, customer trust, customer satisfaction, and customer loyalty in banking industry. The literature review was performed to develop the theoretical framework and questionnaire’s items for this study. A survey was conducted by mail and randomly choosing the customers as samples to collect their perceptions and opinions concerning relation marketing strategy and its effects. The rate of return for this survey is about 44.4%, and the values of Cronbach’sαare between 0.842 and 0.870. This means the reliability and the validity of the designed questionnaire are quite reasonable and acceptable. The described statistic analysis results showed that as for relation marketing strategy, the activity “the bank offers considerable services to customers” has a highest degree of satisfaction; but for the variant of customer trust, the item “the bank has a good credit and you can trust it without worrying anything” shows a highest degree of agreement. Among the service items that let customers feel most satisfaction is “bank equipped with automatic facilities for doing trade". As for the variant of customer loyalty, the item “you are willing to continue being as the customer of this bank”

has been chosen as the highest degree of agreement. Besides, the results of analysis of variance indicated that among the four customer attributes, only the attribute of customer’s degree of education significantly affected customers’ opinions of relation marketing strategies, where other customer attributes such as gender, age, and salary, did not show any significant difference in the perceptions of satisfaction, trust, and loyalty. Moreover, after completing the regression and path analyses, we find that the variant of relation market strategy has positive correlations with the variants of both customer satisfaction and customer trust. And

subsequently, higher degrees of satisfaction and trust will result in higher extend of customer loyalty to the banks. The final results of the present study can serve as reference to design bank’s service operations, and they are valuable for banking practitioners if they want to promote customers’ service satisfaction and increase the loyalty to their banks.

Keywords : Relation Marketing Strategy ; Customer Trust ; Satisfaction ; Loyalty Table of Contents

封面內頁 簽名頁 授權書……… iii 中文摘要………

………iv 英文摘要………v 誌謝………

………..vii 目錄……….viii 圖目錄………

………....x 表目錄……….xi 第一章 緒論 第一 節 研究背景………1 第二節 研究動機………3 第三節 研究目的

………6 第四節 研究流程………7 第二章 文獻探討 第一節 名 詞詮釋………8 第二節 關係行銷策略之相關研究………17 第三節 顧客信任之 相關研究………18 第四節 顧客滿意度之相關研究………19 第五節 顧客滿意度與顧客忠 誠度之關係………20 第三章 研究方法 第一節 研究架構………22 第二節 研究變項的 操作性定義………23 第三節 研究假說………28 第四節 研究設計………

………30 第五節 統計分析方法………31 第六節 研究範圍及對象………

………34 第四章 研究結果與討論 第一節 基本資料分析結果………36 第二節 各變項描述統 計分析結果………44 第三節 因素分析及信度與效度之檢定結果………49 第四節 假說檢定結果…………

………54 第五節 路徑分析結果………60 第六節 管理意涵………

………63 第五章 結論與建議 第一節 研究總結………66 第二節 建議………

………68 第三節 研究限制及後續研究………68 參考文獻………

………71 附錄………81 REFERENCES

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