A Study of The Influence of Service Quality, Brand Image and Perceived Risk to Customer Loyalty –An Example Case of Banks in Kaohsiung City
| Autor: | HUNG-I LEE, 李虹儀 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Since 1990 new banks has established in Taiwan, banking operation has been in keen competition. Customer is the most important property of bank. To keep developing new and maintaining existing customers has become very important to banks. This study aimed to investigate the effects of customer loyalty based on the application of Service Quality and Perceived Risk theories. Are Brand Image playing an important intermediary role between Service Quality and Perceived Risk ?Are Perceived Risk playing an important intermediary role between Service Quality and customer loyalty ? The main survey for this research involved the collection of the cognitive and affective data by personal interview. There are total 311 valid questionnaires collecting from the clients of the Banks in Kaohsiung city. Based on the Statistic System of SPSS21.0, the hypotheses were formulated and methodology for testing them was outlined. The empirical results show: （1）Service quality is negatively influenced to Perceived Risk. （2）Service quality is positively influenced to Brand Image. （3）Brand Image is negatively influenced to Perceived Risk. （4）Perceived Risk is negatively influenced to customer loyalty. （5）Service quality is positively influenced to customer loyalty. （6）Brand Image acted as an intermediate variable between Service quality and Perceived Risk. （7）Perceived Risk acted as an intermediate variable between Service quality and customer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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