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系統識別號 U0026-0702201222363100
論文名稱(中文) 服務品質、企業形象與顧客滿意度及忠誠度之關聯性研究 ─以國內A銀行企業金融客戶為例
論文名稱(英文) Exploring the Association among Service Quality, Corporate Image, Customer Satisfaction and Loyalty –Using the Business Account Customers of Bank A 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) 辛秀津
研究生(英文) Hsiu-Chin Hsin
學號 R07994247
學位類別 碩士
語文別 中文
論文頁數 104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 服務品質  企業形象  顧客滿意度  顧度忠誠度  迴歸分析 
英文關鍵字 service quality  corporate image  customer satisfaction  customer loyalty  regression analysis 
學科別分類
中文摘要 本研究針對金融業競爭激烈,局勢急遽變化之秋,認為台灣銀行業已不再居於高不可攀的地位,銀行仍要提高獲利能力,穩健經營,惟正本清源,關鍵仍決定於銀行的顧客,尤其企業金融是銀行業所有業務之根源,希望透過本研究之結論,提高企業形象及服務品質,並藉以提供銀行拉升顧客滿意度與顧客忠誠度的行銷建議,以滿足並吸引優質顧客,提升銀行競爭力。
本研究主要目的在於探究銀行服務品質、企業形象與顧客滿意度及顧客忠誠度之關聯性,本研究以A銀行之大台北地區之企業金融客戶為例,取得231 份有效樣本,採用迴歸分析,探討服務品質、企業形象與顧客滿意度及顧度忠誠度之關聯性,實證結果發現,受訪者對於銀行業的服務品質、企業形象對顧客滿意度、顧客忠誠度有顯著正向影響,服務品質、企業形象、顧客滿意度對顧度忠誠度有顯著正向影響,服務品質、企業形象對顧客滿意度有顯著正向影響,服務品質、企業形象對顧客忠誠度有顯著正向影響,服務品質對企業形象顯著正向影響,顧客滿意度對顧度忠誠度顯著正向影響。
透過上述量化證實服務品質、企業形象與顧客滿意度及顧客忠誠度之間的關聯性,再依據質化的研究結果,對銀行企業金融提出行銷建議,建議銀行業仍必須在服務品質與企業形象等方面精益求精,方能有效提升顧客滿意度及忠誠度,創造雙贏,達到永續經營的目的。
英文摘要 Citing the fiercely competitive and drastically changing financial market, this study reminds Taiwan’s banking firms that they are not invincible anymore and consequently need to improve profitability and corporate stability. The key to improving such fundamentals, however, lies in banking customers, especially at a time when corporate banking lays the foundation for all aspects of banking operations. This study is expected to yield conclusions that not only help banks enhance corporate images and service quality, but also offer them marketing advice for bolstering customer satisfaction/loyalty, so they may satisfy high-quality customers with enhanced competitiveness.
The chief purpose of this study is to explore the relations among a bank’s service quality, corporate image, customer satisfaction and customer loyalty. With a focus on Bank A’s corporate finance clients across the Greater Taipei region, totally 231 valid samples were subject to regression analysis to examine how the bank’s service quality, corporate image, customer satisfaction and customer loyalty are related to one another. According to empirical results from the analysis, the respondents believe a bank’s service quality and corporate image have a significantly positive influence on customer satisfaction/loyalty; service quality, corporate image and customer satisfaction have a significantly positive influence on customer loyalty; service quality and corporate image have a significantly positive influence on customer satisfaction; service quality and corporate image have a significantly positive influence on customer loyalty; service quality has a significantly positive influence on corporate image; customer satisfaction has a significantly positive influence on customer loyalty.
The above-mentioned quantitative results verified the relations among a bank’s service quality, corporate image and customer satisfaction/loyalty. Meanwhile, marketing advice for a bank’s corporate finance unit was derived from the qualitative findings. To be specific, banking firms are advised to keep improving their service quality and corporate image for effective enhancement of customer satisfaction/loyalty, which ensures sustainable operations as they achieve a win-win situation with customers.
論文目次 摘 要 I
Abstract II
誌 謝 IV
目 錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象及範圍 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 服務品質 7
第二節 企業形象 14
第三節 顧客滿意度 16
第四節 顧客忠誠度 19
第五節 相關文獻探討 23
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 28
第三節 研究變項的操作型定義與衡量 29
第四節 抽樣設計及資料蒐集 33
第五節 資料分析與統計方法處理 34
第四章 研究結果 38
第一節 樣本分析 38
第二節 敘述性統計分析 41
第三節 因素分析與信度檢定 45
第四節 相關分析 51
第五節 迴歸分析 56
第六節 差異性分析 67
第七節 假設驗證 74
第五章 結論與建議 78
第一節 研究結論 78
第二節研究建議 82
第三節研究限制 86
參考文獻 87
附錄一 研究問卷 94
附錄二 專家訪談 100
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