零售銀行服務的顧客忠誠決定因素: 針對在台外籍人士的質性研究

Abstract

Abstract Although its importance has been discovered later than the goods, nowadays services are being highlighted by so many scholars. Even the world economies are on a high ratio of transforming process to apply services in their balance sheets. Since the goods production is highly increased and almost satisfied the needs of human beings, services which is more related to intangible specifications is far away to catch this development. On the other hand, when we even examine pure goods’ industries, there is a tendency for the market players to increase their service intensity to some degree than before. In today’s technology age, people are expecting even more to satisfy their needs with an inevitable human touch. Even in most financial crises, most service industry players were able to resist to the collapsing power of economic downturns, thanks to their vital importance in most of the costumers’ lives. Banks are also an important part of services industry. Like all other industries, the rules for the banks also changed in recent years. Especially the competitive environment of the market made it even harder to keep themselves competitive and costumers loyal. Since loyalty is a key issue in a company’s long term stability and revenue generation, it should be emphasized in service industry and should be targeted by any industry members. To achieve it, service quality requirements should be applied by the firms to increase the costumer satisfaction and track their attention more. However, this is not easy for most companies as it written here. Companies are still needed to create additional value to differentiate them and create a remarkable service for the costumers. Since people are getting more solitude and busier in today’s technology age, the need of human touch, and its extension, personalized services are getting more important. For this reason, besides tracking the technological developments in the industry and needs of clients in general, banks should also pay more attention to their different segmented costumers’ expectations before hand, to even go beyond the expectations and delight them to create loyalty. This research attempts to find costumer loyalty intention factors and their relationship with banking industry in Taiwan, especially on foreigners. Moreover, unlikely to the other related dissertations and researches prepared by the scholars, foreign perspective to banking loyalty is being examined throughout this thesis. For this reason, since it is quite unique in this sense, the findings in this thesis will add value and a different view point with the foreign experiences to the industry members, so called banks in Taiwan. Moreover, another outstanding point that should be highlight about this thesis is; although the “Service Quality , Satisfaction and Loyalty” relation has been examined by many scholars, people with different backgrounds and their differentiated needs/expectations has not been mentioned clearly in terms of satisfaction and loyalty. Since different people require different services relating to their expectations and background, they cannot be expected to satisfy in the ways that probably other targeted segment satisfies. However it is important to clarify these target segments/backgrounds for the banks to maximize their offered service as well as to maximize these targets’ satisfaction and loyalty. In the conclusion part this issue will be raised deeply. To comply with this target, three basic research questions has been designed where one is related to determine the relationship between satisfaction and loyalty in banking, the second one is to determine the factors that are affecting costumers to create loyalty to their banks and the last one is basically about people’s background differentiations and its effects on costumers’ banking choices. They will be examined throughout this dissertation to discover real life situations and guide the banks to increase their costumer base. After all it is found that there is a positive relation between the costumer satisfaction and loyalty in banking industry. Besides this specific finding, several factors are presented throughout the thesis that is directly or indirectly affecting costumers’ banking choices who has different backgrounds. .