The purpose of this research is clarifying requirements that consumer finance companies build relationships with their customers. When setting up the hypothetical flow model based on the review of relationship marketing research, I considered incorporating variables other than mental factors. In this model, I added variables called CM, reputation, the dealings period, and the corporate scale based on the flow from eight composition elements of the service quality to it, the customer satisfaction, trust, and the continuation dealings intention.
I investigated by the questionnaire, and I obtained 522 effective replies.
I found out the following two points as a result of analysis. 1) The improvements of trust, the customer satisfaction, and the service quality are important for companies to build relationships with their customers. When customers borrow unsecured loans, they think more as important the mental (image) element. 2) Amount of borrowed money increases, customers will increase the degree of serious consideration to practical element, such as interest rates. And they become sensitive to the service quality and asks for deeper trust and higher continuation dealings intentions.
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