The Impacts of Brand Image, ServiceQuality on Customer Satisfaction and Customer Loyalty：A Research on the Credit Department of Farmers' Association in Tainan City
| Autor: | Wu, Ching-Hsia, 吳青霞 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 With the development of economy and financial liberalization, the financial market has been saturated and oversupplied. The harsh price competition has led to a severe squeeze of the profit margins of financial institutions. With the aim of achieving sustainable operation in the highly competitive market, the credit department of Farmers’ Association should turn to non- pricing strategies and consider how to build a stronger brand image and increase customer loyalty with high customer satisfaction by adopting customer- oriented services marketing and improving service quality. This research has developed the theoretical framework of brand image, service quality and customer satisfaction through integrating relevant research papers and theses. It adopted a questionnaire survey and chose the customers of the credit departments of Farmers’ Association in Tainan City as respondents. In early May 2012, 390 questionnaires were sent and 324 usable questionnaires (83.08%) were returned. The aims of this research are to investigate customer perception regarding the brand image and the service quality of the credit department of Farmers’ Association through the analysis of descriptive statisticsbased on the questionnaire survey, and also to verify the impacts of brand image, service quality and urbanization levels on customer satisfaction and customer loyalty for structural equation modeling. According to the analysis results of descriptive statistics, the symbolic brand image of Farmers’ Association is most positively recognized by the customers whose relatives also mostly have financial transactions with Farmers’ Association. Also, customers have the most positive perception of the tangible service quality regarding neat and clean dressandappropriate appearance of the staff of Farmers’ Association. In addition, after using structural equation modeling to verify our hypothesis, this research has come to a few conclusions. Firstly, brand image has a significantly positive impact on customer satisfaction and customer loyalty. Secondly, service quality also has a significantly positive impact on customer satisfaction and customer loyalty. Thirdly, the degree of urbanization is an important confounding factor.Brand image and service quality on customer loyalty would affect differently according to the service areas’characteristics of the credit departments of farmers’Association.In the highly urbanized markets, the influence of the brand image on customer loyaltywill be stronger. While in the market of the low degree of urbanization, this effect will be weaker. As for the service quality on customer loyalty, its impact is weakin the highly urbanized markets. But if in the market of low degree of urbanization, the effect will be stronger. The findings of this research can be good resources for the administration of Farmers’ Association figuring out operational and marketing strategies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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