碩士 / 國立雲林科技大學 / 企業管理系 / 106 / This thesis focuses on two main contents. The first one is to establish a theoretical framework of retail banking services and 7Ps Marketing Strategies for retail banking services towards individual customer satisfaction. The second one is to evaluate the effectiveness of Maritime Bank’s 7Ps marketing strategy for retail banking services.
By collecting and processing the data on customer satisfaction with the implementation of marketing strategies for retail banking service at Maritime Bank, I have identified the successes as well as drawbacks of the current marketing strategy for retail banking services.
The research results indicate that seven factors have positive impacts on retail banking service based on the satisfaction levels of customers using retail banking service at a confidence level of 95%. Such factors include: Product, Price, Place, Promotion, People, Process and Physical Evidence. Three control factors such as Age, Income, and Frequency have significant impacts on customer satisfaction of marketing activities. And, four factors such as Gender, Profession, Experience, and Monthly transactional amount have no significant impact on customer satisfaction because of similarity in this field at other banks.
On the basis of the research results, I give some assessments on the 7P Marketing strategy at Maritime Bank. Hence, the thesis proposes some recommendations for improving the 7P Marketing strategy for increasing individual customer satisfaction at Maritime Bank in the coming time.
| Identifer | oai:union.ndltd.org:TW/106YUNT0121024 |
| Date | January 2018 |
| Creators | Bui Le Tri Quoc, Bui Le Tri Quoc |
| Contributors | Lee-Yun, Pan, 潘立芸 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | en_US |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 108 |
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