顧客價值、顧客滿意、顧客關係與顧客忠誠度之研究－以彰化地區信用卡持卡人為例

Kotler had ever indicated that the 1990s was the time of Core Marketing, the company had to held the demand of consumers, supplied the benefits and services that the best for businesses. Fredericks and Salter had (1995) also indicated that the customer satisfaction couldn't rise revenues and profits. The important thing is to increase the customer's loyalty. As above information, the development of customer relates is make business through the suitable way, in the suitable timing and communicate with the suitable customer by the suitable product, this method will enhance the customer degree of satisfaction, and establishes long-term good relational with customer and increase business' profit. Therefore, this research tries to measure the business and customer by the customer dimension, and integrate these factors are like the customer value, customer satisfaction, customer relationship, customer loyalty and so on that research the relations of them. The reason of this research is discusses when the customer and credit card bank's relationship by the customer dimension, hoped the factor from credit card bank and credit card itself obtains the benefit, then understood the customer to credit card bank to provide degree of satisfaction of the service whether can affect it with the bank between relation, thus analyzes the quality which between the back and the customer relates whether can to the customer loyalty have the significant influence. According to the result of this research, there are some factors were provided by the bank that will affect the customers' satisfaction which are the benefits and the values; moreover, the satisfaction from the customers which also influence the concept of the customers value. In addition, the customers will develop the good relation with the banks when they are satisfied, and then maintenance high loyalty. For these reasons, the banks should always find out thedemands from the markets through the marketing research, and try to provide the best customer service when they are contact with the customers so that they could establish close relation between both, now at last the one and only way is that the banks should to hold the competitive advantages for oneself and continue to develop forever.