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系統識別號 U0026-0812200912041825
論文名稱(中文) 關係行銷及服務品質對顧客滿意度影響之研究--以銀行業之法人金融部門為例
論文名稱(英文) The Impact of Relationship Marketing and Service Quality on Customer Satisfaction—Taking the Corporate banking Sector in Tainan 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 94
學期 2
出版年 95
研究生(中文) 鄭傑舜
研究生(英文) Chieh-Shon Cheng
電子信箱 sandy.cheng88@msa.hinet.net
學號 r0793426
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 召集委員-賴明材
口試委員-溫敏杰
指導教授-吳宗正
中文關鍵字 關係行銷  服務品質  顧客滿意度 
英文關鍵字 Service quality  Customer satisfaction  Relationship marketing 
學科別分類
中文摘要 21世紀商業環境競爭激烈之今日,金融業之競爭尤為激烈,20世紀傳統金融業全功能分行之營運模式,其行員用人數偏多、分行家數多,加以人員未實施專業分工,此一行之多年之經營型態是否試仍適合今日專業、精減、外包之行業趨勢、實有待銀行經營管理業者之商確;然綜觀現今銀行經營趨勢,集中、外包與專業已是時勢所趨,經營型態之改變轉往“區域中心制”發展儼然成型。
然轉變為“區域中心制”之經營型態後顧客滿意度如何?本研究即採用問卷設計方式,透過問卷調查、以及運用敘序統計、因素分析、變異數分析及線性結構關係模式等科學統計方法,從銀行業法人金融客戶端立場來了解並探討(1)法人金融之關係行銷對顧客滿意度構面之影響;(2)法人金融關係行銷對服務品質構面之影響;(3)法人金融服務品質對顧客滿意度構面之影響;(4)法人金融關係行銷及服務品質對顧客滿意度構面之影響。
本研究之結論如下:
1.法人金融之關係行銷對顧客滿意度構面之影響並不顯著。
2.法人金關係行銷對服務品質構面、法人金融服務品質對顧客滿意度構面、以及法人金融關係行銷及服務品質對顧客滿意度構面三項研究假設皆則呈現顯著影響差異。



英文摘要 The competition within the financial industry is ever fierce in the 21st century. In the old 20th century, the traditional all-function branch system, which requires large number of unspecialized staff and branches, was applied for years. However, if this year-lasting business model is still applicable in today’s world is yet a question. In the current banking industry, centralization, outsourcing and specialization become the main topics. Thus, bankers broadly adopt the new business model, region center system.

However, is customer satisfaction ever higher after adopting the region center system? This research is to investigate (1) the impact of relationship marketing on customer satisfaction in corporate banking sector, (2) the impact of relationship marketing on service quality in corporate banking sector, (3) the impact of service quality on relationship marketing in corporate banking sector, and (4) the interacting impact of relationship marketing and service quality on customer satisfaction in corporate banking sector. In order to achieve this, we apply questionnaire design and statistical programming as tools.

The conclusion is as follow,
1、The impact of relationship marketing on customer satisfaction is not
significant in corporate banking sector.
2、The impact of relationship marketing on service quality, the impact of
service quality on relationship marketing, and the interacting impact of
relationship marketing and service quality on customer satisfaction all
significant in corporate banking sector.



論文目次 目錄 I
表目錄 III
圖目錄 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象與範圍 2
第四節 研究流程 2
第二章 文獻探討 4
第一節 傳統分行與區域中心介紹 4
第二節 關係行銷 7
第三節 服務品質 ..11
第四節 顧客滿意度 ..17
第五節 關係行銷、服務品質與顧客滿意度之影響性之相關探討 ..22
第三章 研究設計與方法 ..23
第一節 研究架構與研究假設 ..23
第二節 研究變數之操作性定義與問卷設計 ..24
第三節 研究對象 ..27
第四節 抽樣設計與統計方法…… ..28
第四章 資料分析 ..30
第一節 信度分析 ..30
第二節 敘述統計 ..31
第三節 因素分析 ..35
第四節 效度分析 ..39
第五節 差異性分析 ..42
第六節 線性結構模式分析 ..51


第五章 結論與建議 ..57
第一節 研究結論 ..57
第二節 研究建議 ..59
參考文獻 .....62
附錄一 測量系統之問項分組表 66
附錄二 研究問卷 .....67
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