A Study on Trust, Perceived Risk, Switching Cost and Customer Loyalty－An Empirical Investigation of the Bank's Wealth Management
| Autor: | Cheng-Li Hsu, 許正力 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Wealth management is getting more and more important in Taiwan''s financial service industry in recent years due to Lehman Brothers’ financial tsunami. At the same time banks are all working hard to cope with performance pressure and world trends in risk-free commission charge. Hence, how to maintain good relationship with customers to strength their willingness to frequently communicate with back has become very important. This research integrated with academic books and with related references has developed a research of consumer’s loyalty and theory framework. The data, collected from the consumers in Taipei and new Taipei city by the questionnaire investigation method, explore how trust, Perceived Risk, and switching costs connect with consumer loyalty by the way of AMOS. The most significant findings are: 1. There is a significant, positive correlation between trust and Switching Costs. 2. There is a significant, positive correlation between trust and consumer loyalty. 3. There is a significant, negative correlation between trust and Perceived Risk. 4. There is a significant, negative correlation between Perceived Risk and Consumer Loyalty. 5. There isn’t a significant, positive correlation between Switching Costs and Consumer Loyalty. The survey takes consumer of financial service industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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