Abstract With the decreasing market rate in recent years, the competition in housing market is getting more and more fierce. Banks have presented various low housing loan rates for attracting customers, so housing market has stepped into a warring state period. The focus that all banks concern will be how to keep customers and to prevent losing them. If the relationship between banks and customers can not be consolidated and customers’ faith to a bank can not be aroused, it will be very possible to lose customers any time. Bank owners realized the importance of maintaining and managing present customers, and they shall consider the best way to provide effective services and financing products in order to satisfy customers. Then customers will be likely to maintain strong and long-term relationship with their banks. This is the main purpose of promoting relationship marketing. Bank A is the researching subject of this case study. From the concept of relationship marketing, the study is going to examine the relationship among relationship quality, its affecting variables, and customers’ loyal behaviors. Furthermore, the study is going to discuss how to enhance customers’ loyalty of housing loan by utilizing relationship marketing. Then, regression analysis will be applied to look into the suitability of its structure. This study is to provide Bank A suggestions for practicing its relationship marketing. Keywords: Relationship marketing, relationship quality, relationship benefits.
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