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URN etd-0910115-144950 Statistics This thesis had been viewed 971 times. Download 46 times. Author Chen-Yu Peng Author's Email Address No Public. Department Management Business Administration Year 2014 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 57 Title A Study on the Antecedents and Consequences of how to Promoting Customer’s Satisfaction and Trust for the Wealth Management Businesses in Banks Keyword Loyalty Trust Brand image Service quality Perceived value Customer satisfaction Customer satisfaction Perceived value Service quality Brand image Trust Loyalty Abstract Competition between banks within the wealth management business is getting more intense in recent years. Since the products of wealth management being provided by banks are highly in common, banks have to gain competitive advantages by building customers’ satisfaction and trust instead of the price. This would make banks getting more customers. Banks have to analyze of satisfaction and trust between customers and themselves in order to construct the strategies of competing with other players. Therefore, this study is based on brand image, service quality, perceived value and discusses the effect of customer satisfaction and trust on their loyalty toward the banks.
The population was consumers who have ever bought the wealth management products. 210 participants were recruited during a one-and-a-half months period. Statistical analyses were conducted using SPSS and AMOS to examine the relationship among six dimensions, brand image, service quality, perceived value, customer satisfaction, customer trust, and customer loyalty. The main findings were: (1)brand image, service quality and perceived value of consumers all has a positive effect on satisfaction respectively; (2)brand image, service quality and perceived value of consumers all has a positive effect on trust respectively; (3)satisfaction has a positive effect on loyalty respectively; (4)trust has a positive effect on loyalty respectively. Suggestions for the banking industries were proposed based on results of this study. Keywords: Brand image, Service quality, Perceived value, Customer satisfaction, Trust, Loyalty
Advisor Committee Nan-Hong Lin - advisor
Files Date of Defense 2015-07-03 Date of Submission 2015-09-13