A Study on the Relationship between Customer'sAttitudinal Loyalty and Loyalty Behavior: with Banking Industry As Example

[[abstract]]目前台灣金融業務朝向多元化發展，以滿足顧客一次購足(one stop shopping)的消費需求，但台灣銀行家數多、競爭激烈大，因此，銀行若想要提升經營績效，勢必要找出最有利可圖(忠誠)的顧客，並全力爭取、培養和維持跟顧客間的長期關係。但過去文獻總是以一個顧客的再購買行為來判定其忠誠與否，但後來有些學者認為一個真正「忠誠」的顧客應該包含態度上承諾與再購買意願。 有鑑於此，本研究結合Oliver(1999)的忠誠發展四階段，即認知忠誠、情感忠誠、意欲忠誠和慣性忠誠等態度忠誠，來探討顧客不同的忠誠態度與行為對再購買和交叉購買意願的影響。本研究主要施測對象為和銀行有往來關係之顧客，並設計問卷進行抽樣調查，共計發放300份問卷，回收有效問卷220份。實證結果發現如下: 1.顧客越具情感忠誠、附條件認知忠誠、慣性忠誠，其再購買意願越高。 2.顧客越具意欲忠誠，其再購買意願越低。 3.顧客越具認知忠誠、附條件認知忠誠、慣性忠誠，其交叉購買意願越高。[[abstract]]At present in order to meet customer’s one stop shopping demand the financial services become more diversification in Taiwan. However there are too much banks and competition between Taiwan’s banks. If they want to raise business performance they should find the most profitable (loyal) customers, and strive to cultivate and maintain the long-term relationships between customers. In the past, scholars used customer repurchase behavior to determine whether a customer is loyalty or not and later some scholars thank that a truly "loyal" customers should be included in the attitude of commitment and intention to repurchase. In view of this, my investigation combined Oliver (1999) four stages of the loyalty which are cognitive loyalty、affective loyalty、conative loyalty、inertial loyalty to discuss the impact of different customer loyalty attitude on customer repurchase behavior intention and cross-buying intention. I used sample survey which based on bank customers. Totally 300 questionnaires are distributed and 220 valid questionnaires are gathered. Empirical results are as follows: 1. The more the customer affective loyalty、conditional cognitive loyalty、inertial loyalty, the more repurchase intention. 2. The more the customer conative loyalty, the less repurchase intention. 3. The more the customer cognitive loyalty、conditional cognitive loyalty、inertial loyalty, the more cross-buting intention