進階搜尋


 
系統識別號 U0026-0812200914203555
論文名稱(中文) 銀行業關係行銷與顧客忠誠度關聯性之研究
論文名稱(英文) Relative Marketing versus Customers’ Loyalty in Banking Industry
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 96
學期 2
出版年 97
研究生(中文) 羅彩文
研究生(英文) Tsai-Wen Lou
學號 R0795431
學位類別 碩士
語文別 中文
論文頁數 124頁
口試委員 召集委員-林柏生
指導教授-康榮寶
指導教授-簡金成
口試委員-楊炎杰
中文關鍵字 銀行業  顧客滿意度  顧客忠誠度  服務品質  關係行銷策略 
英文關鍵字 related market strategy  service quality  customer satisfaction  customer loyalty  banking industry 
學科別分類
中文摘要 本研究主要是以銀行業做為研究的對象,進而探討銀行業之關係行銷、服務品質、顧客滿意度與顧客忠誠度四者之間的關聯性,具體而言本研究主要的目的有四:
一、探討銀行業關係行銷、服務品質、顧客滿意度及顧客忠誠度之間的關聯性。
二、透過實證研究,驗證是否會因關係行銷策略的運用,進而影響服務品質、顧客滿意度及忠誠度。
三、探討銀行業就區隔不同層面下(性別、年齡、教育程度、職業、收入、婚姻狀況)的顧客,在關係行銷策略下會產生顯著性差異。
四、依據本研究結果,提出銀行業如何運用關係行銷策略,提昇服務品質,來達到顧客滿意度與忠誠度之可行建議。
研究結果發現,關係行銷策略的運用對服務品質、顧客滿意度及顧客忠誠度有顯著的影響。由差異分析得知,在不同的人口統計變數(性別、年齡、教育程度、職業、收入)下對關係行銷、服務品質、顧客滿意度及顧客忠誠度等均有顯著的差異。
因此依據上述研究結果,建議銀行業者首先整合資訊架構,將各子公司間之客戶資料完成整合,因關係行銷的進行必須透過完整顧客資料庫的建立與管理才能達成,接著再依客戶的角度架構功能性組織,引進專才及加強在職訓練並以小組成員提供客戶全面性、及時性及完整性的服務,來達到顧客滿意度與忠誠度,進而提升銀行業者獲利力的雙贏局面。
關鍵字: 關係行銷策略、服務品質、顧客滿意度、顧客忠誠度、銀行業
英文摘要 This study aims to examine the relative marketing, service quality, customer satisfaction, and customer loyalty in banking industry. Specifically, the objectives of this study can be summarize as follows:
1. Exploring the correlation between related marketing, service quality, customer satisfaction, and customer loyalty in banking industry respectively.
2. Empirically examine the influence of relative marketing strategy on service quality, customer satisfaction, and customer loyalty respectively.
3. Investigate how gender, age, education, occupation, income and marital status affects relative marketing strategy.
4. The feasibility of applying the results of this study to existing banks.
This study demonstrates the related marketing strategy has significant influence on service quality, customer satisfaction, and customer loyalty respectively. The statistical results indicate that, under different demographic variables (gender, age, education, occupation, and income), can significantly discriminate relative marketing, service quality, customer satisfaction, and customer loyalty respectively.
Furthermore, the results of this study can provide suggestions as follows:
1. Bank should consider integrating customer information from branch office level; thus, relative marketing strategy can be applied based on an integrated customer database.
2. A bank should restructure its organization in terms of customers’ needs.
3. A bank should continuously provide professional on-job training in order to have comprehensive and efficient services for promoting customer satisfaction and loyalty.
4. A bank should develop a win-win strategy in relation to customer; thus, its profitability can be sustained accordingly.

Key words: related market strategy, service quality, customer satisfaction, customer loyalty, banking industry
論文目次 目 錄
摘要 I
ABSTRACT II
誌謝 III
目 錄 IV
表 目 錄 VI
圖 目 錄 VIII
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 研究目的與範圍 5
第四節 研究流程 6
第二章 文獻探討 8
第一節 關係行銷 8
第二節 服務品質 27
第三節 顧客滿意度 35
第四節 顧客忠誠度 41
第五節 各變相間相關研究 46
第三章 研究方法 52
第一節 研究架構 52
第二節 研究假說 53
第三節 研究變數之操作性定義與問卷設計 54
第四節 抽樣與問卷發放 59
第五節 資料分析方法 60
第四章 實證分析 65
第一節 樣本特性 65
第二節 受訪者使用銀行之分析 67
第三節 敘述性統計分析 71
第四節 因素分析與信度檢定 75
第五節 各變項影響性分析 85
第六節 各構面因素之差異性分析 94
第五章 結論與建議 101
第一節 研究結論 101
第二節 研究限制 104
第三節 研究建議 105
參考文獻 108
附錄一 銀行服務屬性及發展趨勢 112
附錄二 問卷 120
參考文獻 參考文獻
一、 中文部分
1. 王彩霞,我國銀行關係行銷策略之研究,國立中山大學,企業管理研究所碩士論文,1997
2. 吳國珍編譯,荒川圭基原著,行銷管理電腦化之戰略與 戰術,經濟部國際貿易局發行,1991
3. 吳萬益,企業研究方法,第二版,華泰出版社,台北,2000
4. 呂俊民,我國一般銀行顧客滿意來源之研究-以高雄市為例,國立中山大學,企業管理研究所碩士論文,1995
5. 李大有,關係行銷策略規劃─商業銀行個案分析,國立政治大學企業管理學系碩士論文,1997
6. 李詩琦,統計方法應用於銀行顧客滿意度模式之研究,國立成功大學統計學研究所碩士論文,2000
7. 洪順慶,行銷管理,二版,新陸書局,2001
8. 胡政源,顧客關係管理-創造顧客價值,新文京開發出版股份有限公司,台北縣中和市,2007
9. 衫本辰夫,事務、營業、服務的品質管制,盧淵源譯,中興管理顧問公司,1986
10. 張清泉,服務品質、滿意度與徵程度關聯性之研究-以企業金融為例,國立成功大學高階管理碩士在職專班未出版碩士論文,2007
11. 張瑞玲,商業銀行零售金融關係行銷之研究,政大企研所未出版碩士論文,1995
12. 黃思明,資料庫行銷及其應用,第一屆直銷學術研討會,1994
13. 楊錦洲,顧客滿意度與忠誠度之關聯性研究 -以某驗證公司為例,中原大學工業工程研究所,2002
14. 蔡幼青,彩妝品品牌忠誠度之研究,淡江大學管理科學學系,2002
15. 衛南陽,新顧客滿意學e世紀的成功之道,商兆文化股份有限公司出版,2001
16. 盧希鵬,網路優勢三十六計,商周出版,1998
17. 簡詠喜,產品價值、品牌信任、品牌情感與品牌忠誠度關係之研究,淡江大學國際貿易學系,2002

二、英文部分
1. Anderson, Claes Fornell & Donald R. Lehmann (1994), Customer Satisfaction MarketShare and Profitability:Findings from Sweden.Journal of Marketing, vol.58, 53-66.
2. Anderson, E. W. and M. W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12, pp.125-143.
3. Armstrong and Kolter (2000),Marketing An Introduction Prentice Hall New-Jersey.
4. Barlons,Richard G(1992), “Relationship Marketing - The Ultimate in Customer Service”, Retail Control, pp.29-37.
5. Berry & Parasuraman(1991),Marketing Services;Competing Through Quality,1st ed.New York.;Pressima Inc.
6. Berry, L. L( 1995 ), “Relationship marketing of services- growing interest, emerging perspective,” Journal of the Academy of Marketing Science, 23(4), pp.236-245.
7. Bitner, Mary, J.,(1995), “Building service relationships: It’s all about promise,” Academy of Marketing Science, 23(4), pp.246-251.
8. Bitner,M. J(1990),” Evaluating Service Encounters:The Effects of Physical Surroundings and Employee Response,” Journal of Marketing,Vol.54, ,pp69-82
9. Chaudhuri and Holbrook(2001),”The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty,” Journal of Marketing,Vol.65, pp81-93
10. Christopher et al (1991),Winn, Stephen Chiswell, et al. (University of Hawaii, Honolulu) SOEST Technical Report 92-1
11. Christopher, M., Payne, A. & Ballantyne, D. (1991),. Relationship Marketing. London: Butterworth Heinemann.
12. Christy R, Oliver, G, and Penny J(1996),” Relationship Marketing in Consumer Markets,” Journal of marketing Management,pp.161-173
13. Christy, Richard & Gordon Oliver & Joe Penn(1996), “Relationship Marketing in Consumer Markets,” Journal of Marketing Management, pp.175-187.
14. Cronin & Taylor(1992),Measuring Service Quality:A Reexamination and Extension,”Journal of Marketing, Vol.56,July,pp55-68
15. Crosby, Evans & Cowles(1990) ,“Relationship quality in service selling: An interpersonal influence perspective,” Journal of Marketing, Vol.54(3), .p.68-80.
16. Dawes, J., & Swailes, S. (1999), Retention sans frontiers: Issues for financial service retailers.International Journal of bank Marketing, 17(1), 36-43.
17. Dick, Alan S and Basu, Kunal (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework” Academy of Marketing Science, 22(2), 99-114
18. Donnelly, Berry & Thompson(1985),The Marketing/Retail Banking Partnership: An Evolutionary Perspective.Journal of Retail Banking, Summer.
19. Duncan T. & Moriarty,S.E.(1998),“A Communication-Based. Marketing Model for managing Relationships”,Journal of. Marketing,Vol:62,pp.1-13
20. Dwyer, Schurr & Oh(1987),“Developing Buyer-Seller Relationships,”Journal of Marketing, 51 (April),pp.11-27.
21. Fornell & Wernerfelt(1992), “A Model of Customer Complaint Management”, Marketing Science, Vol.7, pp.287-298.
22. Frederick F. Reichheld (1996),Learning from Customer Defections,Harvard Business Review, March-April 1996,pp.57-69.
23. Fredericks and Salter(1995),“Beyond Customer Satisfaction”Management Review,pp29-32.
24. Gummesson(1999), Total relationship marketing: Rethinking marketing management from 4Ps to 30Rs. Oxford: Butterworth- Heinemann.。
25. Gwinner, et al.,(1998), Relational Benefits in Service Industries: The Customer’s Perspective, Journal of theAcademy of Marketing Science, , Vol. 26, pp. 101-114.
26. Holmlund & Kock(1996), “Relationship Marketing : The Importance of Customer-Perceived Service Quality in Retail Banking”, The Service Industries Journal, Vol.16, No.3, July, pp.287-304.
27. Hurley, R. F. and H. Estelami(1998), Alternative indexes for monitoring customer perceptions of service quality: A comparative evaluation in a retail context, Journal of the Academy of Marketing Science, 26(3), pp.209-221.
28. Jackson & Wang (1994), Strategic database marketing, NTC publishing group.
29. Jacoby, J. and Chestnut, R.W. (1978), Brand Loyalty Measurement and Management, New York: John Wiley.28.
30. Jacoby, J. and Kyner, D.B. (1973), "Brand Loyalty and Repeat Purchasing Behavior,"
31. Jocob,Rahul(1994), Jones & Sasser(1995),Why Satisfield Customers Defect. Harvard Business Review, 88-99.
32. Knilans, G. (1997), "Database marketing: fad, fantasy or reality?", Direct Marketing, Vol. 60 No.1, pp.48. [Manual Request] [Infotrieve]
33. Kotler (1996), Marketing Management:An Asian Perspective, Prentice- Hall, pp.128-135.
34. Kotler (1997),“Marketing Management, Analysis, Implementation and Using the Servoual Model, ” The Service Industries Journal,Vol,11,3, pp.324-343.
35. Kotler (2000),“Marketing Management, Tenth edition”, Prentice – Hall , New Jersey,pp.36-37.
36. Kotler, Philip (1991), Marketing Management, 7th, Englewood cliffs,Lovelock, Christopher H., Product Plus: How Product + Service =Managing Relationships,”Journal of Marketing 62(April),pp.1-13.
37. Morgan, R.M. & S.D.Hunt. (1994), The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, pp.20-38.
38. Oliver Richard L(1999),”Whence Consumer Loyalty,” Journal of Marketing ,Vol.63, ,pp.33-34
39. Oliver,R.L. (1980),“A Cognitive Model of the Antecedents and Conseqences of
40. Others”,Fortune, Vol.130,Sep.,pp.215-220.
41. Palmer & Bejou(1994),Buyer-seller relationships: A conceptual model and empirical investigation. Journal of Marketing Management, 10(2), 495-512.
42. Parasuraman, Zeithaml & Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol.49, pp.48
43. Perrien & Richard(1995),The Meaning of a Marketing Relationship: A Pilot Study. Industrial Marketing Management, 24, pp.37-43.
44. Prendergast & Marr(1994),. ‘Disenchantment discontinuance in the diffusion of self-service technologies in the services industry: A case study in retail banking’,Journal of International Consumer Marketing, 7(2): 25-40.
45. Reicheld, Frederick F.and Sasser W.Earl(1990),”Zero Defections:Quality Comes to Services”, Harvard Business Review, 68(5), 105-111
46. Robert,Hedgcock(1998),”Automating the marketing enviroment transforming data into insight”,Journal of Direct Matrketing , p56-p60.
47. Selnes(1993),"An Examination of Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty",European Journal of Marketing, Vol.27, 1993, pp.19-35.
48. Shani & Chalasani(1992) ,Shani, D., & Clalasani, S. (1992). Exploiting Niches Using Relationship Marketing, The Journal of Consumer Marketing, 9(3), pp.33-42.
49. Sheth, J. N., & A. Parvatiyar (1995), “The Evolution of Felationship arketing,” International Business Review, Vol.4, pp.397-418.
50. Shoemaker and Lewis (1999), “Customer Loyalty: The Future of Hospitality Marketing”, International Journal of Hospitality Management, pp.345-370
51. Srinivasana, Andersona and Ponnavolub(2002), Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50.
52. Williams, Han, and Qualls (1998) ,A Conceptual Model and Study of Cross-Cultural Business Relationships, Journal of Business Research, 42(2), 135-144.
53. Zeithaml, V. A. (1981), “How Consumer Evaluation Processes Differ Between Goods and Services,” Marketing of Services, J. H. Donnelly and W. R. George, eds., Chicago: American Marketing, pp.186-1
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2009-07-24起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2009-07-24起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw