Under the weight of the global financial crisis, Taiwan has been unable to escape from this disaster. Investors have already responded to the serious financial confidence
crisis and are now investing conservatively on investment. This research took the investors as our empirical investors to discuss the cognition of service quality. We use Confirmatory Factor Analysis (CFA) and the Structural Equation Model (SEM) to analyze the casual relationships between service quality, customer trust, customer satisfaction, and customer loyalty. This paper also examined the mediator effects of customer satisfaction and trust.
The findings discovered that although the service quality and the customer satisfaction did not have a direct effect on “customer loyalty”, they did have an indirect influence on “customer loyalty” via “the trust relations” and “the customer degree of satisfaction”. This confirmed the mediator effects of “trust relations” and “customer satisfaction”. Therefore, this research suggests that the financial consultants should understand what the demands of customers are and which factors the customer care about most after the “Financial Tsunami”, and furthermore, to design and suggest suitable financial commodities to maintain a good image of an enterprise. Thus, the customer will develop deeper and more permanent trust, and maintain a lasting business relationship.
International research journal of finance and economics, issue 36 (2010)