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THESIS ABSTRACT
The opening of private banks and the coming of foreign banks
have made the competition in banking more serious . Aside from
developing new financial products to create new
competitive adventages , banks also can''t ignore the
importance of customer satisfaction to maintain original
marketing shares . The purpose of this thesis is to
establish a customer satisfaction model and witness what has
happened in local commercial banks , including public and
private ones . The author used Linear Structural Relationships
(LISREL) to analyze the relationships between each
constructs as well as ANOVA Test to compare the customer
satisfaction of public and private commercial banks . The
key findings are as follows:
1.The model was referred to the Customer Satisfaction Barometer
by Fornell (1989) , stating about the impact of expectation
and perceived performance on customer satisfaction and the
relationships among satisfaction , complaint behavior and
loyalty .
2.The result of Customer Satisfaction Model of Public Commercial
Banks shows that (1) expectation has much more influence
on satisfaction than perceived performance , (2)
satisfaction only has slight inluence on complaint
behavior , and (3) complaint behavior has obvious positive
impact on loyalty . Besides , (4) satisfaction doesn''t have
observable direct effect on loyalty .
3.According to the Customer Satisfaction Model of Private
Commercial Banks , we find that (1) perceived performance has
much more influence on satisfaction than expectation , (2)
satisfaction doesn''t have observable inluence on
complaint behavior , and (3) complaint behavior has only slight
effect on loyalty ,but (4) satisfaction has obvious
positive effect on loyalty . 4.As to the comparison
of customer satisfaction between the public and private
commercial banks , private commercial banks have higher scores
than public ones on every constructs .
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