초록 열기/닫기 버튼
The importance of corporate image has been widely known as servicesector is growing and fierce competition is expanding over nation borders. Even though importance role of corporate image in bank service settingspecially, there are no much research that related this variable. Accordingly, the purpose of this study is to describe the role of corporateimage in the relationship between service quality and customersatisfaction, and to show steps of relationship formation with customerssuch as customer satisfaction, trust, and loyalty in Mongolia. In order toachieve goals, a hypothesis and a model of the study were establishedbased on previous literature search. Questionnaire was distributed tocustomers of Mongolian Banks to verify the research hypothesis. Dataselected from returned questionnaires was analyzed through the statisticalpackage, SPSS 18.0 and AMOS 18.0. Analysis firstly showed that the roleof corporate image was important in the relationship between servicequality and customer satisfaction. Secondly, customer satisfaction has aninfluence both of trust and loyalty, but trust was no effects on loyalty. Specially, customer satisfaction has a great influence on trust. Based onthe research findings, the researcher suggests strategic direction forproviding effective bank services in Mongolia.
