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系統識別號 U0026-0502201213381400
論文名稱(中文) 共同基金顧客關係管理、服務品質與滿意度、忠誠度關聯性之實證研究-以台北都會型M銀行為例
論文名稱(英文) An Empirical Study of the Association among Mutual Fund Customers’ Relationship Management, Service Quality, Satisfaction, and Loyalty-Using Taipei Metropolitan Bank M as an Example
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 100
學期 1
出版年 101
研究生(中文) 楊麗美
研究生(英文) Li-Mei Yang
學號 r07991029
學位類別 碩士
語文別 中文
論文頁數 126頁
口試委員 指導教授-祝鳳岡
共同指導教授-王明隆
口試委員-趙義隆
中文關鍵字 顧客關係管理  服務品質  顧客滿意度  顧客忠誠度 
英文關鍵字 customer relationship management  service quality  customer satisfaction  customer loyalty 
學科別分類
中文摘要 本研究旨在探討銀行銷售共同基金,顧客關係管理、服務品質對顧客滿度、顧客忠誠度關係之研究,並進一步探討人口統計變數對各構面的差異程度。
本研究以M銀行北區30家分行的財富管理顧客為研究對象,問券共發放600份,回收有效問券540份,有效回收率為90%,運用SPSS軟體工具進行實證分析,可得知以下四點結論:
一、 顧客關係管理、服務品質對滿意度有正向顯著影響,其中以顧客關係管理影響較大。
二、 服務品質之「互動信賴程度、專業知識、產品表現」對顧客關係管理有正向顯著影響,其中以服務品質之「互動信賴程度」的影響最大,「產品表現」的影響最小。
三、 顧客關係管理、服務品質與滿意度對忠誠度有顯著影響,其中以服務品質的影響較大、滿意度次之,具正向相關,顧客關係管理為負向相關;顧客關係管理的「顧客互動價值」對忠誠度的再購意願有負向顯著影響,推論可能是因為受投資環境-歐債事件、消息面等影響所造成心理面之恐慌所致,造成顧客滿意度高,也願意向他人推薦,惟再購的意願卻很低。
四、 人口統計變數對顧客關係管理的「顧客互動價值、顧客等級」、服務品質的「互動信賴程度、專業知識、產品表現」、顧客滿意度、忠誠度的「向他人推薦、再購意願」的影響,除了性別對顧客互動價值無顯著差異;婚姻、年齡、家庭年收入分別對產品表現無顯著差異外,其餘均有顯著的影響。
英文摘要 The subject is about the effects of customer relationship management, customer service quality, customer loyalty and demographic variables on the sale of mutual funds through banks.
This study focus on wealth management customers of M bank’s 30 Branches in Northern Taiwan .Six hundred questionnaires were distributed and five hundred and forty questionnaires were sent back with a 90% return rate. The data was analyzed with the SPSS package by empirical analysis. Findings were listed in the followings:
First, “customer relationship management” and “service quality on satisfaction” has positive significant effect, and ”customer relationship management” has greatest impact on this study.
Second, the customer relationship management has positive significant effect with “interaction level of trust”, “expertise”, “product performance” of service quality, in which “interaction of trust" is the greatest impact and "product performance" is the minimal impact on this study
Third, all the customer relationship management, service quality and satisfaction have significant positive impact on customer loyalty, in which service quality has the greatest impact and the satisfaction has second. But customer relationship management has a negative correlation; “The customer interaction value” of customer relationship management has a significant negative impact on re-purchasing, this negative impact lead to high customer satisfaction and willing to recommend to others, but less to re-purchasing ,which is due to the investment environment - European debt events, panic of psychological side effects.
Fourth, the demographic variables impact of customer relationship management, "the value of customer interaction, customer level," service quality, "level of interaction trust, expertise, product performance", customer satisfaction, loyalty, "recommend to others, repurchase intention.", noted no significant difference between gender and customer interaction, no significant difference between marriage, age, family income respectively with product performance, but the rest variables have a significant impact.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究範圍與目的 4
第四節 研究步驟 5
第二章 文獻探討 6
第一節 顧客關係管理 6
第二節 服務品質 15
第三節 顧客滿意度 23
第四節 顧客忠誠度 26
第三章 研究方法 31
第一節 研究架構與研究假設 31
第二節 操作性定義、衡量、問卷設計 35
第三節 抽樣與問卷發放 41
第四節 資料分析方法 42
第五節 焦點訪談 46
第四章 實證分析 47
第一節 樣本分析 47
第二節 敘述性統計分析 50
第三節 因素分析與信度檢定 54
第四節 皮爾森積差相關分析 62
第五節 獨立T檢定 65
第六節 迴歸分析 69
第七節 變異數分析 89
第八節 假設驗證 96
第九節 焦點訪談 99
第五章 結論與建議 100
第一節 研究結論 100
第二節 研究建議 106
第三節 研究特色與貢獻 110
第四節 研究限制 111
第五節 對後續研究之建議 112
參考文獻 113
附錄一:問卷 118
附錄二:焦點訪談 124
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