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URN etd-0211110-144512 Statistics This thesis had been viewed 2543 times. Download 2556 times. Author Shu-Ling Hou Author's Email Address No Public. Department Information Management Year 2009 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 78 Title EXPLORING ON THE BANKS’ SERVICE QUALITY AND THE USING WILLINGNESS OF INTERNET BANKING’S SELF-SERVICE TECHNOLOGIES Keyword banks’ marketing compaign service quality customer satisfaction customer loyalty self-service technology(SST) self-service technology(SST) customer loyalty customer satisfaction service quality banks’ marketing compaign Abstract Since the growing popularity of Internet banking, banks now provide self-service technologies(SSTs) such as Internet banking, etc. The self-service technologies not only can reduce operating costs for branches , but also be able to bring fee income for banks; especially in the current the growing number of people using internet, it may be trying to get customers to use self-service technologies (Self-Service Technologies, SSTs), with a view to reduce costs and increase profitability. In order to attract new customers, retain old customers, the banks will launch a variety of marketing compaign, through marketing strategy for the banks' existing customers in a variety of services with a view to improve the quality of service to customers, thereby increasing customers’ satisfaction and customers’ loyalty. If a customer has loyalty to the bank, he will have a long-term relations with the bank and will accept the bank’s promoting products or services, including the Internet banking’s self-service. This study aims to explore inter-relations of the quality of banking services, customer satisfaction, customer loyalty and if marketing campaigns could promote the good relations with customers.
This study used a questionnaire survey to collect data and through the data and statistics and analysis found that:
The banks’ services quality will be a positive effect on customer satisfaction, customer satisfaction will be a positive effect on customer loyalty. This study's respondents generally agreed that the banks provide good service quality. Service quality to customers and customer satisfaction compared to the impact of loyalty is less obvious, but to effect loyalty indirectly through achieving customer satisfaction; the other hand, customer satisfaction and loyalty will have a positive effect on the using willingness of Internet banking’s self-service and banks’ marketing compaign can promote good relations between banks and their customers.
Therefore, this study pointed out: bank can use the necessary marketing strategy to provide new products, new services and information to customers, thereby to help to improve service quality, customer satisfaction, customer loyalty. The loyal customers to the banks bring long-term gains for the banks, and advising customers to accept the banks’ marketing compaign depends on the bank to improve customer understanding, then recommend the appropriate products to those in need of potential customers.
Advisor Committee Jang-Reuy Tzeng - advisor
Shu-Chiung Lin - advisor
Jih-Hsin Tang - co-chair
Files Date of Defense 2010-01-26 Date of Submission 2010-02-21