A Study of the Policy-oriented Special Agricultural Loan on Customer Satisfaction and Loyalty of Farmers’ Association in Hualian County

Chung-Yuan Tsay, Yi-Jia Li, Yeong-Shenn Lin
(National Pingtung University of Science and Technology, Pingtung 91201, Taiwan)

Abstract: The Farmer’s association in Taiwan has been facing serious and new circumstances, for example the severe competition in financial market and its economic businesses. To implement the policy-oriented special agricultural loan is an important topic. The policy-oriented special agricultural loan by the farmers’ association is to handle customer demand and increase customer satisfaction in order to maintain the customer relationship. Furthermore, raise the customer loyalty to create new businesses. Using structural equation modeling (SEM), the results reveal that has significant effects on customer satisfaction. The mediating effects of customer satisfaction on the relationship between the policy-oriented special agricultural loan and customer loyalty were investigated. And the results reveal that customer satisfaction positively and significantly mediating the effects of the policy-oriented special agricultural loan function on customer loyalty.

Key words: the policy-oriented special agricultural loan; customer satisfaction; customer loyalty

JEL code: Q