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系統識別號 U0026-0812200913435485
論文名稱(中文) 知覺價值、關係品質與忠誠度之關連性研究-實體通路信任感、移轉成本與虛擬價值之干擾效果-以網路銀行為例
論文名稱(英文) The Relationships among Perceived Value, Relationship Quality and Customer Loyalty: Moderating Effects of Physical Channel Trust, Switching Cost and Virtual Value–A Case of of Internet Bank
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 95
學期 2
出版年 96
研究生(中文) 葉嘉琪
研究生(英文) Chia-chi Yeh
學號 r4694406
學位類別 碩士
語文別 中文
論文頁數 83頁
口試委員 口試委員-李國瑋
口試委員-莊雙喜
口試委員-康信鴻
指導教授-蔡明田
中文關鍵字 知覺價值  網路銀行  實體通路信任感  虛擬價值  移轉成本  關係品質  忠誠度 
英文關鍵字 Trust of Physical Channel  Virtual value  Internet Bank  Relationship Quality  Perceived Value  Switching Cost  Loyalty 
學科別分類
中文摘要 隨著近年來網際網路地快速興起,網際網路的應用逐漸普及於生活上的許多層面,企業營運模式也漸漸由實體通路轉向虛擬通路模式,其中最重要的一項,就是電子銀行的問世為銀行業提供另一種新興的行銷通路與經營模式。在此競爭激烈的金融服務業中,網路銀行業者需提供顧客更多元、更有效率的網路金融服務,以維持市場競爭優勢。
長期以來顧客忠誠一直被視為企業行銷活動中所追求的一個很重要的目標,因此本研究旨在透過網路銀行顧客的使用經驗,藉以瞭解顧客使用網路銀行之情形。
本研究第一個目的是整合相關文獻並建立一個網路銀行行銷研究模型來證明網路銀行行銷的先決及後續研究變數。研究內容包括網路銀行線上知覺價值、關係品質、顧客忠誠度等變數之間的關係。
另一個重要發現為實體銀行轉向虛擬(網路)銀行過程中顧客知覺價值、關係品質與忠誠度的關係會受到實體通路信任感干擾、顧客關係品質與忠誠度的關係會受到轉換成本的干擾、知覺價值與忠誠度的關係會受到虛擬價值的干擾。
故實虛整合過程,網路銀行業者應確保顧客擁有實體通路信任感、高度虛擬價值、高度轉換成本,方能擁有高度忠誠度的顧客。
英文摘要 With the Internet fast emerging, the application of it is gradually popularized in our daily life of all respects. The business operation has gradually transformed physical into virtual channel .The most important item is the beginning and application of internet bank which supplied all banks with a new marketing channel and a business model.
In the keen competition of bank service, internet bank owners should provide diverse and efficient banking services in order to sustain competitiveness in marketplace. In the business marketing activities, customer loyalty has long been regarded as an important goal.
Therefore the purpose of this study is to understand the experience of internet bank users and to understand the using circumstances of internet bank users.
The first purpose of the study is to integrate relevant literature and develop a comprehensive research model of internet bank to identify its antecedent and consequential research variables. We test the interrelationships among the perception of perceived value, relationship quality, and customer loyalty.
The second purpose of this study is to examine during the exchange from physical to vittual channel, the moderating effect of customer’s trust of physical bank on the relationship between customer perceived value and relationship quality, the moderating effect of switching cost between the relationship quality and customer loyalty, and the moderating effect of virtual value between customer perceived value and customer loyalty.
Implications indicate that internet bank owners should not only improve e-bank service quality, customer perceived value, but also emphasize customer’s trust of physical bank, customer’s virtual value and customer’s switching cost .
論文目次 摘要 I
Abstract II
目錄 III
表目錄 IV
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究範圍 4
第五節 研究流程 5
第二章 文獻探討 6
第一節 網路銀行 6
第二節 知覺價值 9
第三節 關係品質 11
第四節 忠誠度 15
第五節 實體通路信任感 17
第六節 移轉成本 20
第七節 虛擬價值 21
第八節 各別構面關連性探討 22
第三章 研究方法 26
第一節 研究架構 26
第二節 研究變數之操作型定義與衡量 28
第三節 研究假設 33
第四節 問卷設計 34
第五節 抽樣調查 36
第四章 資料分析 37
第一節 樣本資料分析 38
第二節 因素分析與信效度分析 41
第三節 整體模式分析 52
第四節 構面間關連性探討 57
第五章 結論與建議 66
第一節 研究結論 67
第二節 研究貢獻 69
第三節 研究限制 70
第四節 研究建議 71
第五節 對後續研究之建議 72
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