碩士 / 中興大學 / 企業管理學系所 / 99 / As the exchange between Taiwan and mainland China''s new era. In 2009, Taiwan and mainland China has signed “Memorandum of Understanding”, and our bank had been approved to have branch in mainland China in 2010. Therefore, we use the perspective of Taiwanese overseas firms how to choose the service bank branch factors and discuss the banking-corporate relationship of switching intention. During the study let Taiwanese banks understand the development of commitment in banking-corporate relationship. In addition, also concern about the banking-corporate interdependence relationship and perceived switching costs, discuss those whether or not have moderate during commitment and switching intention.
According to the 2010 Taiwan firms invested list survey by the Investment Commission of Taiwan. We let the Taiwan firms in Yangtze River Delta as our target, and used a questionnaires-based survey instrument mailed to those companies. 152 valid samples were collected. The research hypotheses were examined by several statistical techniques, including descriptive statistical analysis, Pearson correlation analysis, multiple regression analysis and hierarchical regression analysis.
The empirical results show that the Affective Commitment is positively affected by antecedents of commitments (e.g. Service Quality, Trust, and Customer Orientation). The Calculative Commitment is negatively affected by Trust). Furthermore, the Switching Intentions is positively affected by Calculative Commitment. In terms of the moderating effects of banking-corporate relationship, it is shown that had no moderating significant moderating effects on Affective Commitment and Switching Intentions, but had moderating effect on Calculative Commitment and Switching Intentions. And the Perceived Switching Costs is shown that had no moderating significant moderating effects on Calculative Commitment and Switching Intentions. Finally, based on the empirical results, we proposed theoretical and managerial implications and suggestions for future research.
| Identifer | oai:union.ndltd.org:TW/099NCHU5121012 |
| Date | January 2011 |
| Creators | Szu-Yu Huang, 黃思瑜 |
| Contributors | Ku-Ho Lin, 林谷合 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 81 |
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