A Study on the PEPSI Model and Customer Switch Intention: A Case of Commercial Banks
| Autor: | Chiu, Chun-Jung, 邱俊融 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 In recent years, the globalized and liberalized financial marketing promote the domestic banks got vigorous development. Because it’s very hard of the domestic banks’ competition at this moment, they prefer to improve the service quality instead of cutting pricing competition. The measurement of construction surface in service quality is too complicated, therefore, the PEPSI model (Chow, 2003) is used to the verification. In order to research the service quality and customer switching intention model for the customer of the banks, we use the domestic banks in Taiwan for the researching sample. According to the related literature, this research bases on service quality, customer satisfaction, positive word-of-mouth, switching intention, and fitting the characteristics of the banking, and then generalizes five measuring service quality dimensions, such as people, environment, product, service, and information. Thus, Chow (2003) named the model “PEPSI”. According to the research structure and hypothesis, structural equations model is performed to examine the relationship of different dimensions. In the empirical study, the conclusions could be summarized as: (1) Besides financial product, the other dimensions of the PEPSI model have positive influence on customer satisfaction. (2) Customer satisfaction has positive influence on positive word-of-mouth. (3) Customer satisfaction and positive word-of-mouth have negative influence on customer switching intention. According to results of empirical study, there’re three recommendations for the managers to improve the banking service quality as follows: (1) Improving the quality of staff. (2) Establishing the customization system. (3) Making good use of positive word-of-mouth effect. Keywords: Service Quality, Positive Word-of-Mouth, Switch Intention, SEM, Banking |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|