Attributes, Benefits, Customer Satisfaction and Behavioral Loyalty—An Integrative Research of Financial Services Industry in Taiwan

Abstract

Measuring the key attributes of your service is necessary, but it is not sufficient for improving customer satisfaction. This study developed and empirically tested a model examining the relations among attributes, benefits, customer satisfaction, trust/commitment and customer behavioral loyalty in a marketing system. Based on sample collected from Asia Trust, one of the most famous banks providing merchant banking services in Taiwan, the results of the department of loan show that symbolic benefits do have positively significant influence on customer satisfaction. And the results of the department of deposit also show that both functional and symbolic benefits do have positively significant effects on customer satisfaction. In the department of credit card, both experiential and symbolic benefits do have positively significant effects on customer satisfaction. As a part of relationship quality and behavioral loyalty, all the path coefficients are not only significant but also of high value. The findings suggest that customers buy dissimilar financial products with different benefits, with different attributes, hence the difference in the level of customer satisfaction and behavioral consequence.