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系統識別號 U0026-1901201220353500
論文名稱(中文) 服務利潤鏈在銀行業之應用
論文名稱(英文) The Application of Service-Profit-Chain in Banking Industry
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 100
學期 1
出版年 101
研究生(中文) 蕭惠如
研究生(英文) Hui-Ju Hsiao
學號 RA7981107
學位類別 碩士
語文別 英文
論文頁數 82頁
口試委員 召集委員-林清河
口試委員-王維聰
指導教授-陳正忠
中文關鍵字 服務利潤鏈模型  隱私信任行為意圖模型  期望不確定理論  VIP  Non-VIP  期望  知覺  不確定  隱私  信任  滿意度  忠誠度  獲利 
英文關鍵字 Service-Profit-Chain model  Privacy-Trust-Behavioral Intention model  Expectancy-Disconfirmation theory  VIP  Non-VIP  Expectation  Perception  Disconfirmation  Privacy  Trust  Satisfaction  Loyalty  Profitability 
學科別分類
中文摘要 由於企業的全球化加上新科技的採用,近來銀行業越來越競爭。為了快速跟上競爭者的創新,讓客戶感受到服務品質之差異,這些公司嚐試著提供不同的服務。根據柏拉圖的20/80準則,20%的客戶能夠貢獻80%的公司收益,這些客戶通常具有較高的社會層級,也比較關心他們的隱私。在本研究中,我們想要找出這些客戶的期待,了解如何正確地服務他們以滿足其期望並幫助企業獲得較高的利潤。
為研究由隱私、信任、顧客滿意度和忠誠度對公司的獲利所衍生出的要素,本研究發展出一個由服務利潤鏈模型、隱私信任行為意圖模型及期望不確定理論構併而成的模型。模型的構面包含期望與隱私二個獨立變數,知覺、不確定、滿意度、信任、忠誠度等中介要素及應變數-獲利。此模型將用結構方程模式分析來測試VIP與非VIP客戶以找出研究模型的完整適合度並分析各個構面間的關係。
不管是VIP或是非VIP客戶,除了期望與滿意度、知覺與不確定及不確定與滿意度外,此模型大多數的假設均成立。結果顯示公司的獲利深受顧客滿意度及忠誠度影響,而顧客的隱私安全顧慮會決定他們對公司的信任,不確定性做為期望與知覺的中介者並不影響客戶的滿意度。本研究也將提供其他的發現,管理的含意及未來研究的建議。
英文摘要 The banking sector is getting more and more competitive nowadays because of firm’s globalization and new technology adopted. In order to quickly match competitors’ innovations for customers to feel the differences in the quality of service, companies are trying to provide different kinds of services. Based on Pareto’s 20/80 rules, 20% of the customers could contribute 80% of company’s revenue, those people usually have higher social rank and they may also care about their privacy more. In this study, we want to find out what those customers are expecting, how can we serve them correctly to meet their expectation and then help the firm attain higher profits.
To investigate the factors derived from privacy, trust, customer’s satisfaction and loyalty towards firm’s profitability, this study developed a combined model from service-profit-chain model, privacy-trust-behavioral intention model and Oliver’s expectancy-disconfirmation model. The constructs of the model including 2 independent variable of expectation and privacy, the mediating factors of perception, disconfirmation, satisfaction, trust, loyalty and the dependent variable of profitability. The proposed model is tested with VIP and Non-VIP customers by structural equation modeling (SEM) to find out the overall fitness of the research model and analyze the relationships among constructs.
Most of the hypotheses in the model were supported by VIP and Non-VIP customers, except the relationships between expectation to satisfaction, perception to disconfirmation and disconfirmation to satisfaction. The results imply that firm’s profitability is influenced by customer’s satisfaction and loyalty, consumers’ privacy security concerns would decide their trust toward the firm and disconfirmation as a mediator of perception and expectation to satisfaction does not affect customers’ satisfaction. Other findings, managerial implications and suggestion for further research are also provided.
論文目次 TABLE OF CONTENTS
ABSTRACT...I
中文摘要...III
ACKNOWLEDGEMENTS...IV
TABLE OF CONTENTS...V
LIST OF TABLES...VIII
LIST OF FIGURES...X
CHAPTER ONE INTRODUCTION...1
1.1 Research Background and Motivation. 1
1.2 Research Objective...1
1.3 Research Process...2
CHAPTER TWO LITERATURE REVIEW...4
2.1 Analysis by Contribution (ABC)...4
2.2 Expectation-Disconfirmation Theory (EDT)...6
2.2.1 Expectation...7
2.2.2 Perception...8
2.2.3 Disconfirmation...10
2.3 Service-Profit Chain...11
2.3.1 Satisfaction...15
2.3.2 Loyalty...16
2.3.3 Profitability...17
2.4 Privacy-Trust-Behavioral Intention Model...18
2.4.1 Privacy...20
2.4.2 Trust...21
2.5 Interrelationship among Constructs...23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY...27
3.1 Conceptual Model...27
3.2 Hypothesis to be Tested...28
3.3 Questionnaire Design...29
3.4 Sampling Plan...34
3.5 Data Analysis Method...35
3.5.1 Descriptive Statistic Analysis...35
3.5.2 Factor Analysis and Reliability of the Measurement Variables...36
3.5.3 Confirmatory Factor Analysis (CFA) and Structure Equation Modeling (SEM)...36
CHAPTER FOUR RESEARCH RESULTS...38
4.1 Descriptive Analysis...38
4.1.1 Sample and Data Collection...38
4.1.2 Characteristics of Respondents...38
4.1.3 Measurement Results for Relevant Research Variables...42
4.2 CFA and Reliability Test of VIP and Non-VIP Customers...50
4.3 Structure Equation Modeling (SEM)...53
4.3.1 The Model Analysis in VIP Customers...53
4.3.2 The Model Analysis in Non-VIP Customers...56
4.4 Hypotheses Result Summary...59
4.4.1 Hypothesis Result Summary of VIP Customers...59
4.4.2 Hypothesis Result Summary of Non-VIP Customers...60
CHAPTER FIVE CONCLUSION AND SUGGESTIONS...61
5.1 Research Conclusion and Discussion...61
5.2 Research Contributions and Implication...65
5.2.1 Managerial Implication...65
5.2.2 Academic Contribution...65
5.3 Research Limitation and Future Research Directions...66
REFERENCES...69
APPENDICES...74


LIST OF TABLES
Table 2-1 Types of Hotel Guests and Respective Contribution in Hilton Hotel...6
Table 3-1 Measurement of Expectation and Perception...29
Table 3-2 Measurement of Disconfirmation...30
Table 3-3 Measurement of Privacy...31
Table 3-4 Measurement of Trust...31
Table 3-5 Measurement of Satisfaction...32
Table 3-6 Measurement of Loyalty...33
Table 3-7 Measurement of Profitability...33
Table 4-1 Characteristics of the VIP and Non-VIP Respondents...39
Table 4-2 Characteristics of Financial Advisors and Internal Employees who Answered Profitability Evaluation Based on VIP and Non-VIP Customers Contribution...42
Table 4-3 Descriptive Analysis of Expectation Construct...43
Table 4-4 Descriptive Analysis of Perception Construct...44
Table 4-5 Descriptive Analysis of Disconfirmation Construct...44
Table 4-6 Descriptive Analysis of Privacy Construct...45
Table 4-7 Descriptive Analysis of Trust Construct...46
Table 4-8 Descriptive Analysis of Satisfaction Construct...46
Table 4-9 Descriptive Analysis of Loyalty Construct...47
Table 4-10 Descriptive Analysis of Profitability Construct...48
Table 4-11 Descriptive Analysis: Financial Advisors and Internal Employees’ Evaluation for Firm’s Profitability based on VIP and Non-VIP Customers Contribution...49
Table 4-12 Interconstruct Correlations for VIP Customers...49
Table 4-13 Interconstruct Correlations for Non-VIP Customers...50
Table 4-14 CFA of VIP Customers: Loading, VE and CR...50
Table 4-15 CFA of Non-VIP Customers: Loading, VE and CR...51
Table 4-16 CFA of VIP and Non-VIP Customers: Model Fit...52
Table 4-17 SEM Result of VIP Customers...55
Table 4-18 SEM Result of Non-VIP Customers...58
Table 4-19 Hypothesis Result Summary of VIP Customers...59
Table 4-20 Hypothesis Result Summary of Non-VIP Customers...60


LIST OF FIGURES
Figure 1-1. Research process...3
Figure 2-1. Analysis by contribution...5
Figure 2-2. Expectation-disconfirmation theory...7
Figure 2-3. The links in the service-profit chain...13
Figure 2-4. Privacy-trust-behavioral intention model...19
Figure 3-1. The research model...28
Figure 4-1. SEM diagram of VIP customers...53
Figure 4-2. SEM diagram of Non-VIP customers...56
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