The effect of service quality and perceived value on customer satisfaction and loyalty - A case study of securities corporation in Taiwan
| Autor: | Liu, Thomas, 劉明賢 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 管理碩士學程(AMBA) 98 The securities industry is well developed in Taiwan. Securities brokers have to compete with the other brokers while financial holding securities are also in price competition and profit control. How to keep the leading position in securities industry becomes an important issue for all Securities corporations in Taiwan. To occupy a leading position in securities industry, securities firms not only have to improve customer satisfaction, but also have to maintain highly customer loyalty. This case study is focusing on the effect of securities corporation’s service quality and perceived value on customer satisfaction and loyalty in Taiwan. According to theories, we use different ways such as PZB’ SERVQUAL, Petrick, Czepitas and GMK’s factors that measure service quality, perceived value, customer satisfaction, and customer loyalty. The results of the study are as follows: 1. Perceived value have the positive relationship with customer's satisfaction and loyalty. 2. Customer’s satisfaction will directly affect customer's loyalty. But it does not mean there will be highly customer recommendation. 3. The case shows that female comsumers and highly educated customers are easy affected by service quality and perceived value. 4. Perceived value is the major factor that affects customer's satisfaction mostly. 5. The results of the study is proposed that securities corporation should set up good corporate image、service image、software image、public image and sale promotion to improve perceived value on customer satisfaction and loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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