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59-123123LISRELModelWTO9424(2)59-7493111093122894011060TheRelationshipbetweenCRMandCustomerSatisfaction-theCaseofFinancialHoldingCompaniesandCommercialBanks1Yen-ChangChen2TunKang3I-WenChen1DepartmentofBusinessAdministration,Yu-DaCollegeofBusiness1Ph.D.Programinmanagement,SchoolofManagement,Da-YehUniversity2DepartmentofBusinessAdministration,ChungKuoInstituteofTechnology2Ph.D.Programinmanagement,GraduateInstituteofInternationalBusinessManagement,ChineseCultureUniversity3DepartmentofAppliedJapanese,NationalTaichunginstituteofTechnologyAbstractThisresearchistoexaminethedifferenceofcustomersatisfactionpathbetweenfinancialholdingcompaniesandcommercialbanksthroughLISRELModel.Researchfindsthatinteractionexertofpositiveimpactoncustomersatisfactioninthemodelfinancialholdingcompanies;whereastheimpactislesssignificantinthemodelofcommercialbanks.Moreover,financialholdingcompanieshavebeenmoreeffectiveinCRMthencommercialbanks.WithTaiwanasaWTOmember,thefinancialholdingcompaniesfaceboththedomesticfiercecompetitionandinternationalfinancialoperators’challenges.Inresponse,financialholdingcompaniesarerequiredtoupgradetheirservicequality,strengthenserviceagents’trainingandtherebyincreasecustomerloyaltyinordertoenhancebusinessperformance.Keywords:CustomerRelationshipManagement(CRM),customersatisfaction,financialholdingcompany,LinerStructureRelation(LISREL)61200111120031CustomerRelationshipManagement,CRMLISRELModel621.2.3.4.1.2.Berry(1983)Sheth,GardnerandGarrett(1994)MorganandHunt(1994)Gronoos(1994)transactionalmarketingdatabasemarketingShaniandChalasani(1992)63Christopher,PayneandBallantyne(1991)ShaniandChalasani(1992)Westrook1980Kolter1991Oliver1980TseandWilton,1980Woodruff,Clemons,Schumann,GardialandBurns,1991SprengandOlshavsky,1993Spreng,MackenzieandOlshavsky,1996Barbeau,1985ChurchilandSurprenant,198264Oliver1981Woodruff1983Cronin1992BoltonDrew1991Woodside&Daly1989Beardden&Teel1983Churchill&Surprenant1982Fornell1992Westbrook1980Kotler1991Oliver1980Anderson&Sullvan1993Goodman1989Cadotte&Jenkin1983Westbrook1980Woodruff1983851234567Williams&Zigli1987123456789Javalgi,Belonax&Robinson1990123456784123458565LatentVariableLISRELModelH1H2H3H4H5H6H71.LISRELLinearStructureRELation2001LISRELLatentVariablesH1(+)H2(-)H4(+)H6(+)H3(+)H5(+)H766ConstructsLISRELLISRELm()mnfηηηξξξη,,,,,,,32211LL=()mnfηηηξξξη,,,,,,,31212LL=M()12121,,,,,,,−=mnmfηηηξξξηLL()ηηηη=m,,,32Lm()ξξξξ=n,,,21LnLISRELyxyx()pyyy,,,21L()mηηη,,,21L()qxxx,,,21L()nξξξ,,,21L()pyyy,,,21L=yp()qxxx,,,21L=xq2.ξ1η1η2η3η424(1)ξ1X1X2X3X4X5X6X7(2)a.η1y1y2y367y4y5y6y7b.η2y8y9y10y11y12y13y14c.η3y15y16y17y18y19y20y21d.η4y22y23y243.0H1HLISREL2xGFI,GoodnessofFitIndexAGFI,AdjustedGoodnessofFitIndex011RMR,RootMeanSquareResidual068Mx7x1x2y1y2My7η1y14y15y8y21Lη3η4η2y22y2421γ11γ31γ32β21β31β43βξ1LL2xx,dfGFIAGFI1RMR0200269927100083783.7%4179679.6%CronbachsCronbach1951Cronbachs0.7CronbachsCronbachs70.8948270.9015770.9252170.8823830.699781.GFI=0.642AGFI=0.572RMR=0.074GFI=0.538AGFI=0.479RMR=0.112.LISRELP0.0748P0.096270(1)H1H2H3(2)H4H5(3)H6(4)H7P-ValueH0x233.18530.0748H11100.632t5.8372*H12100.28610.4125*H13100.0964.315*H12101.2597.957*H13100.62710.1182*H13200.5716.8596*H14300.1834.5701*71P-ValueH0x237.82360.0962H11100.557t2.5843*H12100.1259.2546*H13100.0431.315H12101.0886.0728*H13100.3851.4852*H13200.0095.9564*H14300.9428.7841*3.4.721.2.3.4.(+)731.2.3.4.WTO1.SAS/STAT20022.1996743.19964.19965.20001.Anderson,E.W.andSullivan,M.,“Theantecedentsandconsequencesofcustomersatisfactionforfirms”,MarketingScience,vol.12,no.1,pp.125-143,1993.2.Berry,L.L.,“RelationshipMarketingofServices-GrowingInterest,EmergingPerspectives”,JournaloftheAcademyofMarketingScience,vol.23,no.4,pp.236-245,1983.3.Christopher,M.A.andBallantyneP.,RelationshipMarketing-BringingQualityCustomerServiceandMarketingTogether,Butterworth-HeinemannLtd,1991.4.ChurchillG.A.,andSurprenantC.,“AnInvestigationIntothedeterminantsofCustomerSatisfaction”,JournalofMarketingResearch,vol.19(November),pp.492-507,1982.5.Fornell,C.,“Anationalcustomersatisfactionbarometer:theSwedishexperience,”JournalofMarketing,vol.56,pp.6-21,1992.6.Gronroos,C.,“FromMarketingMixtoRelationshipmarketing:TowardsaParadigmshiftinMarketing”,JournalofConsumerResearch,vol.23,no.2,pp.16-31,1994.7.Kotler,P.,“Marketing’sNewParadigm:What’sReallyHappeningOutThere,”PlanningReview,September/October,pp.50-52,1991.8.Morgan,R.M.andHunt,S.D.,“Thecommitment-trusttheoryofrelationshipMarketing,”JournalofMarketing,vol.58(July),pp.20-38,1994.9.OliverR.L.,“ACognitiveModeloftheantecedentsandConsequencesofSatisfactionDecisions”,JournalofMarketingResearch,vol.17(November),PP.460-469,1980.10.Shani,D.andChalasani,S.,“ExploitingNichesUsingRelationshipMarketing”,JournalofconsumerMarketing,vol.9,no.3,pp.33-42,1992.11.Sheth,J.N.,Garder,D.M.andGarrett,D.E.,MarketingTheory:EvolutionandEvaluation,NewYork:Wiley,1994.