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系統識別號 U0026-0812200915090641
論文名稱(中文) 電子化服務品牌權益之研究:以網路銀行為例
論文名稱(英文) An Empirical Study for Building the Brand Equity of Electronic Services: An Application to Online Banking
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 97
學期 2
出版年 98
研究生(中文) 邱靖婷
研究生(英文) Jing-Ting Chiou
學號 r4696118
學位類別 碩士
語文別 英文
論文頁數 68頁
口試委員 口試委員-林清河
口試委員-王馮永亢
指導教授-張心馨
中文關鍵字 電子服務品質  滿意度  信任  忠誠度  品牌權益 
英文關鍵字 Quality of Electronic Services  Trust  Loyalty  Satisfaction  Brand Equity 
學科別分類
中文摘要 現今的商業環境中顯示了兩個重要的長期趨勢,一是商業市場中的經濟體從實體商品轉為服務,二是快速擴張的資訊經濟以及電子網路。這兩個趨勢正好收斂到一個概念,那就是電子服務-也就是藉著電子網路所提供的服務。而在近幾年的文獻中有許多學者發覺品牌權益在行銷佔有其重要性,而相較於實體商品,品牌對於服務來說更為重要。因此,本研究主旨在探討電子服務的品牌(或服務提供者)藉由提供顧客整體的電子服務品質以建立其品牌權益。本研究中的電子服務品質構面包含環境品質、流程品質及結果品質,用來讓管理者瞭解顧客對於電子服務品質的全面評估。研究樣本為台灣地區網路銀行之使用者,以網路問卷進行調查,共計回收292 份有效問卷,並以結構方程模型來檢驗本研究之假設。結果指出,部分的電子服務品質會對顧客滿意度與顧客信任產生正向且顯著的影響,而進一步也提升的顧客的忠誠度;而且顧客對於電子服務的品牌(或服務提供者)的忠誠度對於電子服務的品牌權益會有正向的影響。本研究提供了管理者一個重要的觀念,那就是建立電子服務的品牌將會是長期成功的關鍵因素之一。最後,本研究建議電子服務的服務提供者必須著重在顧客所真正在乎的電子服務品質類別,並試著提升顧客滿意並且要獲得顧客的信任,進而建立顧客忠誠度與品牌權益。
英文摘要 The two most important long-term trends in the business world are the shifting of the economy from goods to services and the rapid expansion of the information economy and electronic networks. These two trends converge in the concept of e-service, which is the provision of service over electronic networks such as the Internet. The importance of brand equity has led to many published studies that explore the importance of brand equity in marketing. Some researchers have also argued that branding is more essential for services than for goods. Thus, this study uses the online banking service sector as a context in which to investigate how to establish brand equity for electronic service brand (provider) through offering good quality electronic services. The dimensions of quality of electronic services, including environment quality, delivery quality and outcome quality, used in this study can greatly assist managers in understanding how their customers assess the whole quality of electronic service experiences. The sample for this study was online banking users in Taiwan. An Internet-based questionnaire was used for data collection, and as result, 292 valid questionnaires were collected. The framework of this study was tested by structural equation modeling. The results of this study indicate that some of the dimensions of quality of electronic services will positively and significantly increase customer satisfaction and trust towards the e-service brand (provider), and, in turn, increase customer loyalty. Finally, customer loyalty towards the e-service brand (provider) will increase the brand equity of an electronic service brand. As a result, this study provides managers with an important perception regarding how branding of electronic services is a way to get long-term success. This study also suggests that electronic service
provider should focus on the service qualities that which customers really care about and try to fulfill customers’ needs and become more trustworthy in order to increase customer loyalty, and, in turn, to establish positive brand equity.
論文目次 CHAPTER 1 INTRODUCTION ... 1
1.1 RESEARCH BACKGROUND AND MOTIVATION ... 1
1.2 RESEARCH OBJECTIVES ... 4
1.3 RESEARCH PROCESS ... 4
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESES DEVELOPMENT ... 5
2.1 QUALITY OF ELECTRONIC SERVICES (QES) ...5
2.1.1 Environment Quality .... 8
2.1.2 Delivery Quality ...9
2.1.3 Outcome Quality ... 10
2.2 SATISFACTION ... 11
2.3 TRUST ... 15
2.4 LOYALTY ... 19
2.5 BRAND EQUITY ... 22
CHAPTER 3 RESEARCH DESIGN ... 26
3.1 CONCEPTUAL FRAMEWORK ... 26
3.2 CONSTRUCT DEFINITION AND MEASUREMENT ... 27
3.3 PILOT TEST ... 32
3.3.1 Content Validity ... 32
3.3.2 Reliability ... 32
CHAPTER 4 RESULTS OF DATA ANALYSIS ... 35
4.1 SAMPLE CHARACTERISTICS ... 35
4.2 MEASUREMENT ASSESSMENT ... 36
4.2.1 Reliability ... 38
4.2.2 Convergent validity ... 38
4.2.3 Discriminate validity ...39
4.3 STRUCTURAL MODEL ANALYSIS ... 41
CHAPTER 5 DISCUSSION AND IMPLICATIONS ... 44
5.1 RESEARCH FINDINGS ... 45
5.2 THEORETICAL IMPLICATIONS ... 47
5.3 MANAGERIAL IMPLICATIONS ... 48
5.4 LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH ... 50
REFERENCES ... 52
APPENDIX... 64
1、PATH DIAGRAM OF MEASUREMENT MODEL FOR CONFIRMATORY FACTOR ANALYSIS ... 64
2、 QUESTIONNAIRE .... 65
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