TAILIEUCHUNG - A Relationship between the Financial Consultants’ Service Quality and Customer Trust after Financial Tsunami

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. | International Research Journal of Finance and Economics ISSN 1450-2887 Issue 36 2010 EuroJournals Publishing Inc. 2010 http A Relationship between the Financial Consultants Service Quality and Customer Trust after Financial Tsunami Yenhui Ouyang Department of Finance and Banking Kun Shan University Tainan Taiwan E-mail ouyang@ Tel 886-952236222 Abstract 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. Keywords Financial Tsunami Service Quality Trust Customer Satisfaction Customer Loyalty 1. Introduction To the majority of the developed countries the financial tsunami not only affects their economic order but also misleads their .

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