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系統識別號 U0026-0812200915094808
論文名稱(中文) 信用卡顧客行為意向模式之關聯性研究—以台灣北、中、南部為例
論文名稱(英文) The Research of Credit Card Consumers Behavior Intention Model —A Study in Northern,Middle and Southern Taiwan
校院名稱 成功大學
系所名稱(中) 統計學系碩博士班
系所名稱(英) Department of Statistics
學年度 97
學期 2
出版年 98
研究生(中文) 洪靜怡
研究生(英文) Jing-yi Hung
電子信箱 jingyi73930@hotmail.com
學號 r2696101
學位類別 碩士
語文別 中文
論文頁數 122頁
口試委員 口試委員-賴明材
指導教授-吳宗正
口試委員-許秀麗
中文關鍵字 行為意向  線性結構關係模式  顧客滿意度  顧客價值  關係行銷  服務品質 
英文關鍵字 Behavior Intention  Structural Equation Modeling  Customer Value  Customer Satisfaction  Relationship Marketing  Service Quality 
學科別分類
中文摘要 近年來,信用卡業者面臨競爭激烈的產業環境下,日益體會到高占有率並不一定能帶來高經濟效益,如今,舊有的信用卡行銷策略已經宣告失敗,對於固有顧客的維持管理才是當前的重點所在,因此銀行應思考如何提供良好的服務來滿足固有的顧客,讓顧客願意與銀行維持長期的關係,這正是「行為意向」的目的。
本研究目的乃透過信用卡顧客之立場,利用線性結構關係模式探討發卡銀行的「關係行銷」與「服務品質」等兩項行銷策略構面,與「顧客價值」及「顧客滿意度」之間的關聯性,以及對顧客「行為意向」之直接與間接效果影響,期望能對發卡銀行提供一些客觀的意見,本研究問卷經由預試及資料效度與信度檢驗後,主要的研究結果為:
1.研究結果發現,顯著的正向關係存在於:(1)關係行銷對顧客滿意度(2)關係行銷對服務品質(3)服務品質對顧客價值(4)服務品質對顧客滿意度(5)顧客滿意度對顧客價值(6)顧客價值對行為意向(7)顧客滿意度對行為意向(8)關係行銷透過顧客滿意度顯著正向影響行為意向(9)服務品質透過顧客價值顯著正向影響行為意向(10)服務品質透過顧客滿意度顯著正向影響行為意向(11)顧客滿意度透過顧客價值顯著正向影響行為意向。
2.經由SEM群組分析後,發現本研究所調查的信用卡種類,並不會干擾所提出之線性結構關係模式。
英文摘要 In recent years, the banking managers face extreme competition in this business. How to increase market share of credit card is not the key point of bank’s marketing strategy. Today, bank’s former marketing strategies have failed. They also recognize one thing that it is very important for them to manage and maintain the existing customers. Moreover, the bank should think how to provide good quality of service to make our specific customers satisfied, and make the customers like to keep long-term relationship with the bank. It is the purpose of behavior Intention.
The study takes credit card’s customers to discuss the interaction among relationship marketing (RM), service quality (SQ), customer value (CV), customer satisfaction (CS),and behavior intention (BI), and use LISREL to get my target. This dissertation attempts to offer some suggestions for banking managers. The main results as follows:
1.According to the findings, they were:(1)RM has a direct significant positive effect on CS;(2)RM has a direct significant positive effect on SQ;(3) SQ has a direct significant positive effect on CV;(4) SQ has a direct significant positive effect on CS;(5) CS has a direct significant positive effect on CV;(6) CV has a direct significant positive effect on BI;(7) CS has a direct significant positive effect on BI;(8) RM affects BI via CS;(9) SQ affects BI via CV;(10) SQ affects BI via CS;(11) CS affects BI via CV.
2.After multiple-group analysis, the study finds that the credit card types variable could not influence SEM.
論文目次 目錄 ...................................................................................................... 1
附表目錄 .................................................................................................... III
表目錄 .................................................................................................... III
圖目錄 ...................................................................................................... V
第一章 導論 .................................................................................................. 1
第一節 研究背景與動機 ....................................................................... 1
第二節 研究目的 ................................................................................... 2
第三節 研究範圍與對象 ....................................................................... 3
第四節 研究流程 ................................................................................... 4
第二章 基礎理論與文獻探討 ...................................................................... 6
第一節 信用卡的定義、業務架構與現況........................................... 6
第二節 關係行銷 ................................................................................... 9
第三節 服務品質 ................................................................................. 15
第四節 顧客價值 ................................................................................. 19
第五節 顧客滿意度 ............................................................................. 23
第六節 行為意向 ................................................................................. 25
第七節 關係行銷、服務品質、顧客價值、顧客滿意度與行為意向
第六節 間之關聯性 ............................................................................. 28
第三章 研究方法 ........................................................................................ 32
第一節 研究架構 ................................................................................. 32
第二節 研究假設 ................................................................................. 33
第三節 研究變項之操作型定義與衡量............................................. 33
第四節 問卷設計 ................................................................................. 36
第五節 抽樣設計 ................................................................................. 40
第六節 統計方法 ................................................................................. 42
第四章 資料分析 ......................................................................................... 49
第一節 樣本代表性 ............................................................................. 49
第二節 樣本結構分析 ......................................................................... 50
第三節 敘述統計量分析 ..................................................................... 53
第四節 信度分析 ................................................................................. 57
第五節 因素分析 ................................................................................. 57
第六節 效度分析 ................................................................................. 66
第七節 變異數分析 ............................................................................. 71
第八節 線性結構關係模式 ................................................................. 79
第九節 結構方程模式之比較 ............................................................. 87
第五章 結論與建議 ..................................................................................... 97
第一節 研究結論 ................................................................................. 97
第二節 研究建議 ............................................................................... 100
第三節 研究限制 ............................................................................... 101
參考文獻 ......................................................................................................... 109
附錄 問卷 ..................................................................................................... 117
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