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系統識別號 U0026-0812200913591074
論文名稱(中文) 銀行業服務品質、顧客價值與顧客忠誠度間關聯性之研究-以台南市為例
論文名稱(英文) A Study on the Relationship among Service Quality, Customer Value and Customer Loyalty of Banks in Taiwan-Tainan City as 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 95
學期 2
出版年 96
研究生(中文) 周育群
研究生(英文) Yu-Chun Chou
學號 r0790145
學位類別 碩士
語文別 中文
論文頁數 133頁
口試委員 召集委員-蔡東峻
口試委員-莊雙喜
指導教授-李再長
中文關鍵字 銀行業  顧客忠誠度  顧客價值  服務品質 
英文關鍵字 customer value  customer loyalty  banking  service quality 
學科別分類
中文摘要 環顧國內金融環境競爭日趨激烈,金融機構家數過多,金融商品同質性高,且創新能力不足下,以致迄今仍陷入傳統性的商品價格競爭中,然價格戰的經營方式已不足以因應,故銀行的行銷策略必須轉向到以非價格競爭為主軸,亦即以商品和服務品質的提昇來強化自身的競爭力,以贏得最終顧客忠誠度為目標。
本研究係以PZB所提出的服務品質缺口的概念為核心,從顧客實際認知的感受,採取問卷調查的方式,研究銀行業服務品質、顧客價值與顧客忠誠度變數間之關聯性,以提供銀行業者做為決策之參考。
整體而言,本研究的目的是從顧客的觀點,來探討不同的個人特徵在銀行業服務品質、顧客價值、與顧客忠誠度構面上之差異性,並探討銀行業服務品質、顧客價值與顧客忠誠度間之相關性。在分析方法上,本研究以敘述性統計分析、卡方分析、驗證性因素分析、差異性分析、以及典型相關分析等統計方法進行資料分析與假設檢定。研究結果發現,在不同的受訪者中教育程度與職業別在服務品質、顧客價值與顧客忠誠度構面中並無顯著差異。而性別則僅在服務品質構面下之可靠性、反應性因素有顯著差異,且女性在這兩個因素上之認同度高於男性。婚姻狀況在服務品質構面下有形性因素與顧客忠誠度構面下交叉購買意願因素有顯著差異,且已婚者在這兩個因素上之認同度高於未婚者。年齡在顧客價值構面下各因素與顧客忠誠度構面下各因素均有顯著差異,其中50歳以上受訪者對此兩構面之認同度最高,而30-39歳受訪者則認同度最低。平均月收入則僅在顧客價值構面下之形象與商譽因素中有顯著差異,其中平均月收入低於$20,000之受訪者在此一因素上之認同度最高,而$30,001-40,000之受訪者則認同度最低。另經由典型相關分析結果顯示,服務品質與顧客價值、顧客價值與顧客忠誠度、以及服務品質與顧客忠誠度間皆存有顯著的正相關。
英文摘要 Followed by overwhelmingly growing numbers of financial institutions and higher similarities yet lower creativity of financial commodity in the nation, it has remained the increasing competition within local financial environment as price continues to be focused as the only solution in winning over competitors. The truth has shown that management with the only target in pricing has become insufficient; hence in order for banks’victory over competitors, they must strength their own commodity and service quality and ultimately earn customers’loyalty.
This study with an emphasis on Service Quality Gap, PZB model, as core concept conducts a survey based on customers’actual perceptions. Furthermore, this study investigates into correlations of variants amongst the Banking industries’service quality, customers value, and customers loyalty for an advanced reference to bankers’decision-making.
Overall, this study has a purpose, that is observing from customers’ views how different personality would influence the Banking industries’service quality, customer value, and customer loyalty. In addition, this also discusses how the Banking industries’service quality, customer value, and customer loyalty are related. This study also utilizes a variety of statistical analysis methods, such as Descriptive Statistics Analysis, Chi-Square Analysis, Confirmatory Factor Analysis, Differential Analysis, and Canonical Correlation Analysis, for performing data analysis and assumption test. As per this study result, it is discovered that people receiving interviews by different variants of educational background and career categories make slim differences to perspectives of service quality, customer value, and customer loyalty. Moreover, it is learned that variant of sex only makes slightly larger differences to reliability and reactivity factors under perspective of service quality; for women has higher level of recognition over these two factors than men. Variant of marital status concerning tangible factors under perspective of service quality and cross purchase intentions under perspective of customer loyalty has made noticeable differences. Besides, the married group over these two factors has higher level of consent than the single group. Variant of age regarding every factor under perspective of customer value and every factor under perspective of customer loyalty has both made outstanding differences. Amongst them, people more than 50 years old receiving interviews have the highest level of agreement over factors under these two perspectives, and people between 30-39 years old receiving interviews have the lowest level of agreement. Variant of average monthly income has made striking differences to image and business reputation factors under perspective of customer value. Amongst these, people receiving interviews with average monthly income lower than $20,000 have the highest level of acknowledgement over this factor, and people receiving interviews with average monthly income between $30,001-40,000 has the lowest level of acknowledge. Except for above investigations, Canonical Correlation Analysis has shown that there is a positive relevance amongst service quality and customer value, customer value and customer loyalty, and service quality and customer loyalty.
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 9
第三節 研究範圍與對象 9
第四節 研究步驟 10
第五節 論文架構 11
第二章 文獻探討 12
第一節 服務品質 12
第二節 顧客價值 28
第三節 顧客忠誠度 38
第四節 服務品質、顧客價值與顧客忠誠度間關係之探討 43
第五節 國內銀行業之概況 48
第三章 研究方法 49
第一節 研究架構 49
第二節 研究假設 50
第三節 研究變數之操作性定義與衡量 50
第四節 問卷設計 53
第五節 抽樣設計與樣本結構 58
第六節 資料分析方法 60
第四章 資料分析 65
第一節 樣本代表性檢定 65
第二節 樣本結構分析 67
第三節 敘述統計量分析 68
第四節 問卷信度分析 71
第五節 驗證性因素分析 72
第六節 差異性分析 77
第七節 典型相關分析 90
第五章 結論與建議 97
第一節 研究結論 97
第二節 建議 102
第三節 研究限制 103
參考文獻 105
一、中文部份 105
二、網路部份: 107
三、英文部份: 108
附 錄 116
附錄A 附表 116
附錄B 問卷 130
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