The Study for the Mutual Relationship between Bank's Wealth Management and Their Customer's Satisfactions and Loyalty-Base on Tainan County's Small Middle Size Enterpriser
| Autor: | Yang-Chen Cheng, 鄭仰真 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 As process for the new restructuring and less tightening on the financial regulations, 16 brand new bank and 14 financial holding companies had been established. With the establishment for those new banking company it creates enormous impact on the current financial environment. Facing the new competitors and the new regulation reform, the financial institutions have to create more diverse and flexible combination for their products in turn to face up with the challenge. For the bank to increase its profitability and also reaching the goal for setting up financial holding company, it has to undertake the transformation from price contest to service oriented. With all the unknown challenge ahead, and the shrinking revenue from the decrease in NT banking interesting, the decrease in lending rate, increasing unpaid debt…,all the banks now have to find a low risk high profit item to sell. This is when the wealth management comes in the pictures. Since year 2001, City bank first introduced a new concept of wealth management, and in 2003 all the domestic banks follows the step and repackage this concept and created many new consumer oriented wealth management products. Wealth management has since become the instrument for both domestic and foreign bank to attract their consumer and also increase the bank’s profitability. The rapid growing of wealth management, the strategy to increase the royalty of customer is the key point for the bank to be successful. This report is to analyze the mutual relationship between service quality, customer satisfaction and customer royalty through questionnaire, and to realize the need for consumers in the wealth management. This will be beneficial for the bank to focus on the methods to create the win-win situation for the bank staff, customer and bank. The object for this research based on the executive for small and medium business which located in Tainan city and Tainan County. The designs of the questionnaire are base on related literature and also many advices from the bank manager to increase questionnaire’s creditability. By using Crocbach’s α to examining the creditability of this questionnaire, and also LISREL model to analyzed the pattern influence the service quality, customer satisfaction and customer loyalty. The object for this research based on the executive for small and medium business which located in Tainan city and Tainan County. The designs of the questionnaire are base on related literature and also many advices from the bank manager to increase questionnaire’s creditability. By using Crocbach’s α to examining the creditability of this questionnaire, and also LISREL model to analyzed the pattern influence the service quality, customer satisfaction and customer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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