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|Other Titles: ||An insight into factors influencing customer's attitudes to cross selling|
|Authors: ||張懷文;Jang, Hwai-Wen|
|Keywords: ||商業銀行;交叉銷售;服務品質;專業能力;銀行組織規模與聲望;Commercial Bank;Service Quality;Professional Competence;Organization Scale of Bank and Reputation|
|Issue Date: ||2017-08-24 23:34:54 (UTC+8)|
The study is to explore the influential factors of intention receive cross selling through the commercial banks in Taiwan by questionnaires within random sampling. Initially, the questionnaires were provided for the consumers or the commercial banks who have been purchased financial products. 247 out of 250 shares of questionnaires were returned, and the effective questionnaires were 210 shares, with effective returned ratio 85%. Collected data were analyzed via descriptive statistics, independent samples t-test, One Way ANOVA, and multiple regression analysis.
The results were as follows: the acceptance of consumer to the quality of services of commercial banks in Taiwan was moderate high degree, and there were partially significant differences between sexes, marriage conditions, working experiences in service quality; the acceptance of consumer to the quality of services of commercial banks in Taiwan was moderate degree, and there was no significant difference between consumer’s backgrounds in the organization scale of bank and reputation; the acceptance of consumer to the professional competence was moderate degree, and there were partially significant differences between consumer’s sex in professional competence; the purchase intention of consumer to cross selling of commercial bank in Taiwan was moderate degree, and there was no significant difference between consumer’s backgrounds in the purchase intention of cross selling; the purchase intention of cross selling was positively affected by the reactive structure and attentive structure of service quality, and the variate of service quality as well; the purchase intention of cross selling was positively affected by the enterprise scale structure and enterprise reputation structure of organization scale of bank and reputation, and the variate of organization scale of bank and reputation; the purchase intention of cross selling was positively affected by the professional knowledge and professional technique structures of professional competence, and the variate of professional competence as well; the purchase intention of cross selling was positively affected by professional competence, organization scale of bank, and reputation.
|Appears in Collections:||[國際企業學系暨研究所] 學位論文|
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