知覺價值、轉換成本與關係慣性對顧客忠誠度之影響-以銀行業為例

To establish and maintain the client’s trust is the basis of banking, and in order to stay competitiveness in financial world, banks need to develop products of wealth management with market segmentation strategies to provide the customer-oriented service to attract more target clients and boost the banking business. However, banks would lose their customer easily in the fierce competition among banks. Therefore, strategy to enhance customer’s loyalty is the key to win this long run. The perceive value and relationship inertia are also significant factors on customer’s decision- making process. This research aims to investigate the influences among perceive value, switch cost, relationship inertia and customer loyalty of the wealth managements in Taiwan banking industry with the empirical approach. Data were collected through questionnaire survey with 550 shares of 82.91% valid effective response rate and used to verify structural equation model of customer loyalty with AMOS statistical tool. The findings of research are illustrated as follows: 1) Perceived value has a significant positive impact on customer loyalty. 2) Switch costs have a negative impact on customer loyalty. 3) Relationship inertia has a significant positive impact on customer loyalty. 4) Perceived value has a significant positive impact on switch costs. 5) Perceived value has a significant positive impact on relationship inertia. 6) Switch costs have a significant positive impact on relationship inertia. These findings would be a reference for wealth management service in banking industry.