|Abstract: ||國內金融市場之銀行品牌名稱逐漸深刻在消費者心中，對於金融服務業而言更是重要（Kim and Kim,2005），由於關係品質的提升，不僅可以為競爭激烈的銀行帶來明顯的區隔及差異化，更可以提高顧客滿意度，進而使得顧客忠誠度的提昇（Fecikova ,2004)），而達到利潤極大化的目的。有鑑於此，本研究以競爭激烈的銀行業為研究對象，進一步瞭解品牌權益、關係品質、顧客滿意度及顧客忠誠度之間的關係，使業者更加瞭解顧客需求藉以獲得顧客信賴與支持，同時瞭解消費者在這些環境下之關係強度，以作為企業之行銷策略的參考依據。|
In Taiwan finance market, the customers have impressed by the bank brand gradually, which is quite important to financial services industry （Kim and Kim,2005）. The improvement of relationship quality not only could bring the apparent differentiation and segmentation in the competitive banking industry, but also enhance customer satisfaction and loyalty to maximize the profit （Fecikova ,2004)）. By viewpoints of the above, we’d like to know more about the relationship between brand equity, relationship quality, customer satisfaction and customer loyalty by studying the competitive banking industry. According to the result of this study, the banks may know more about their customers’ needs, and also understand the relationship strength between banks and their customers in order to gain more trust and support. This can provide enterprise the useful marketing strategy reference.
The subjects of this study are customers who having transaction experience with banks. Thorough paper and on-line questionnaires survey, a total of 300 questionnaires were sent, and264 questionnaires were return, the valid response ratio was 88%. By using the SPSS 17.0 to analyze, the results are as follows:
1.The customers’ brand equity cognition has significant positive impact on their satisfaction in banking industry.
2.The customers’ brand equity cognition has significant positive impact on their loyalty in banking industry.
3.The relationship quality has significant positive impact on customers’ satisfaction in banking industry.
4.The relationship quality has significant positive impact on customers’ loyalty in banking industry.
5.The relationship quality have complete intervening impact on customers’ satisfaction and loyalty by customers’ brand equity cognition in banking industry.
6.There are partial significant differences on customers'' brand equity cognition, relationship quality, satisfaction and loyalty with different customers’ demographic variables.
The result of this study showed that the relationship quality has complete intervening impact on customer’ satisfaction and loyalty, which means trust and commitment that incubated in relationship quality exactly could affect the customer satisfaction and loyalty of banks. Therefore, the banks could emphasize their relationship quality when serving customers in order to make linkage between relationship quality and brand equity. And by promoting customers’ satisfaction and loyalty, the banks could get better performance.