進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-1906201500220900
論文名稱(中文) 以信任-關係承諾理論探討台灣銀行業顧客之忠誠度
論文名稱(英文) An Empirical Research of the Application of Trust-Relationship Commitment Theory to Customer Loyalty of Banking Industry in Taiwan
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 103
學期 2
出版年 104
研究生(中文) 倪櫻芬
研究生(英文) Yin-Fen Ni
學號 RD6014107
學位類別 碩士
語文別 中文
論文頁數 93頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-周信輝
中文關鍵字 服務品質  信任-關係承諾  顧客忠誠度 
英文關鍵字 Service quality  Relationship commitment  Trust  Customer loyalty 
學科別分類
中文摘要 根據中央銀行的數據顯示,至2015年2月底為止,全台灣總銀行數已超逾達3,500家以上,而各家銀行如何在此惡劣的環境下生存?除了有效金錢上的避險及其他行政上的改革外,銀行業必須緊緊抓牢最重要的有形資產-顧客。為了讓顧客感到舒適、信任及滿意,銀行業要能準確地衡量與評估本身提供的服務品質是否能切和顧客真正的需求,當顧客忠誠度越高,銀行長期的營運績效越高,提升存活下來的機率,是管理者需審慎思考的重要課題。
本研究係根據Morgan & Hunt(1994)所提出之理論,以信任-關係承諾為主要中介變數,來探討服務品質、顧客忠誠度與信任、關係承諾之間的關係與影響,來驗證『信任-關係承諾』理論模型是否適用於銀行業。本研究採用問卷調查的方法,以國內銀行業顧客為調查對象,以網路與紙本問卷為主,總共發放600份問卷,回收有效問卷共505份,問卷回收率為91.82%。本研究以SPSS統計軟體分析,藉由敘述性統計、因素分析、信度分析以及迴歸分析來驗證本研究各構面的影響關係,歸納結論如下:
一、服務品質對關係承諾、信任或顧客忠誠度皆有顯著的正向影響。
二、銀行業顧客間的關係承諾與信任有顯著的正向影響。
三、銀行業顧客的關係承諾、信任對顧客忠誠度有顯著的正向影響。
四、服務品質會透過關係承諾、信任對顧客忠誠度有顯著的中介效果。
研究結果指出,銀行業顧客藉由對其服務品質的認同、彼此的關係承諾與信任的重要因素,可提升顧客忠誠度,以維繫長期的良好關係,有助於增加產業的競爭能力。
英文摘要 According to the Central Bank’s data,the total number of banks in Taiwan has exceeded 3,500 or more till the end of February 2015.How do those banks survive under such harsh environments? In addition to effective pecuniary hedging and other administrative reform, banks must keep a firm hold of the most important tangible assets–customers.In order to make customers feel comfortable,trusty and satisfactory, banks must be able to accurately measure and assess whether its service quality can achieve the real needs of customers.The higher loyalty customers show,the better long-term performance banks will get. Therefore,how to enhance the probability of surviving is an important issue that managers need to consider carefully.Based on this concept, this study is about investigating customers’ attitude toward service quality,relationship commitment, trust and customer loyalty among the above four.
Six hundred pieces of questionnaires were issued to the customers of banking industry and 505 pieces valid samples were collected for the following data analysis. Four primary finding are as follows.Firstly,service quality significantly influences relationship commitment and trust. Secondly,relationship commitment is positively affected by trust.Thirdly,trust and relationship apparently influence customer loyalty in banking industry.Last but not the least,service quality obviously influences customer loyalty via relationship commitment and trust.
On the basis of the above conclusions,suggestions are provided for companies to promote activities of customer loyalty: one is to establish trust and commitment among customers;the other is to establish coherence among customers in order to strengthen service quality and customer loyalty.
論文目次 中文摘要 I
ABSTRACT II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究範疇與研究目的 3
第三節 研究流程 4
第二章 文獻回顧與探討 5
第一節 信任-關係承諾 5
第二節 服務品質 12
第三節 顧客忠誠度 22
第四節 各構面之關係研究 24
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 操作性定義與問卷設計 30
第四節 抽樣與樣本發放 34
第五節 資料分析工具 35
第四章 研究結果與分析 38
第一節 敘述性統計分析 38
第二節 因素分析 40
第三節 信度分析 45
第四節 獨立樣本T檢定 49
第五節 單因子變異數分析 50
第六節 各構面之迴歸分析 57
第七節 構面變項之中介效果分析 63
第五章 研究結論與後續建議 68
第一節 研究結論 68
第二節 管理意涵 71
第三節 研究限制 73
第四節 未來研究建議 74
參考文獻 75
附錄一 研究問卷 83
附錄二 SPSS之迴歸分析電腦檔 86
參考文獻 1.王星禹. (2010). 以信任-關係承諾理論探討合作意願及知識分享意圖-以台灣金融產業為例. 成功大學.
2.吳萬益. (2008). 企業研究方法. 台北: 華泰文化事業股份有限公司.
3.呂鴻華. (2013). 以信任-關係承諾理論探討補教業知識分享意圖. 成功大學
4.林若慧, & 陳永賓. (2004). 博物館服務品質對觀眾忠誠度之影響研究:以鶯歌陶瓷博物館為例. 博物館學季刊, 18(1), 81-92.
5.邱于庭. (2014). 品牌知名度、品牌形象、服務品質與滿意度之相關性研究-以主題遊樂園為例. 高雄應用科技大學.
6.侯文堅. (2010). 售後服務品質、關係品質與顧客忠誠度關係之研究-以華碩筆記型電腦為例. 交通大學.
7.張火燦, & 余月美. (2008). 服務品質、顧客滿意度與顧客忠誠度關係之研究. 明新學報, 34(1), 127-140.
8.郭儼頡. (2009). 產品品質、服務品質與價格對顧客滿意度與忠誠度之影響 -以半導體設備商個案公司為例. 成功大學.
9.陳秀慧. (2011). 服務品質、知覺價值、知覺風險、品牌形象與顧客忠誠度關係之研究:以行動電話服務為例. 中興大學.
10.陳怡成. (2014). 自動化產業之 B2B 專業服務品質對於顧客滿意度與忠誠度的影響. 成功大學.
11.陳財祥. (2014). 服務品質對顧客滿意度之影響-以重型機車為例. 逢甲大學.
12.陳煜南. (2014). 專櫃化妝品牌顧客忠誠度建立模式-以彩妝師性別為干擾變數. 逢甲大學.
13.楊振鎰. (2012). 企業形象、服務品質、顧客滿意與顧客忠誠關係之研究-以卡氏(CARS)汽車美容為例. 臺北大學.
14.甄語琦. (2014). 關係行銷影響顧客忠誠度之研究-以銀行財富管理客戶為例. 中正大學.
15.鄭明.(2012). 顧客關係、分享價值、關係承諾、信任、顧客滿意度與顧客忠誠度影響關係研究-以台灣汽車零配件業為例. 成功大學.
16.鄭逸嫻. (2014). 大學推廣教育學員知覺課程價值、修課滿意度與忠誠度之關係. 臺灣師範大學.
17.蕭至惠, 蔡進發, &盧信豪. (2011). 探討服務品質與顧客滿意度對顧客忠誠度的影響-以信任及關係承諾為中介變數. 商管科技季刊, 12(3), 231-262.
18.Anderson, E., & Weitz, B. (1992). The Use of Pledges to Build and Sustain Commitment in Distribution Channels. Journal of Marketing Research, 29(1), 18-34.
19.Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42-58.
20.Anvari, R. (2010). Commitment, Involvement and Satisfaction in Relationship Marketing Interdisciplinary Journal of Contemporary Research In Business, 1(11), 51-70.
21.Back, K., Lee, C., & J, A. (2010). Internal Relationship Marketing: Korean Casino Employees' Job Satisfaction and Organizational Commitment. Cornell Hospitality Quarterly, 52(2), 111-124.
22.Backman, S. J. & Veldkamp, C. 1995. Examination of the Relationship between Service Quality and User Loyalty. Journal of Park and Recreation Administration, 13(2), 29-41.
23.Bauer, H. H., Grether, M., & Leach, M. (2002). Building Customer Relations over the Internet. Industrial Marketing Management, 31(2), 155-163.
24.Berry, L. L. (2000). Relationship Marketing of Services Growing Interest Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
25.Bitner, M. J. (1995). Building Service Relationships:It's all about Promises. Journal of the Academy of Marketing Science, 23(4), 246-252.
26.Brown, T. J., Churchill, G. A., & Peter, J. P. (1993). Research Note: Improving the Measurement of Service Quality. Journal of Retailing, 69(1), 127-139.
27.Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
28.Cote, J., & Latham, C. (2002). Hidden Costs in the Physician-Insurer Relationship. Journal of Health Care Finance, 30(2), 30-36.
29.Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 28(July), 68-81.
30.Dick, A.S. and K. Basu. (1994). Customer Loyalty:Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22, 99-113.
31.Dimitriades, Z. S. (2006). Customer Satisfaction, Loyalty and Commitment in ServiceOrganizations. Management Research News, 29(12), 782-800.
32.Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. [Article]. Journal of Marketing, 61(2), 35-51.
33.Eshghi, A., Roy, S. K., & Ganguli, S. (2008). Service Quality and Customer Satisfaction: An Empirical Investigation in Indian Mobile Telecommunications Services. Marketing Management Journal, 18(2), 119-144.
34.Etzel, M. J., Bruce, J. W., & William, J. S. (2001). Marketing Management (12th ed.). Boston:McGraw Hill.
35.Fornell, C. (1992). A National Customer Satisfaction Barometer:The Swedish Experience. Journal of Marketing, 56(1), 6-22.
36.Fullerton, G. (2003). When Does Commitment Lead to Loyalty?. Journal of Service Research, 5(4), 333-344.
37.Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58(2), 1-19.
38.Ganesan, S., Brown, S. P., Mariadoss, B. J., & Ho, H. (2010). Buffering and Amplifying Effects of Relationship Commitment in Business-to-Business Relationships. Journal of Marketing Research, 47(2), 361-373.
39.Ganesan, S., Brown, S., Mariadoss, B. J. & Ho, H. (2010). Buffering and Amplifying Effects of Relationship Commitment in Business-to-Business Relationships. Journal of Marketing Research, 47(2), 128-125.
40.Garbarino, E., & Johnson, M. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(April), 70-87.
41.Garvin, D. A.(1983). Quality on the Line. Harvard Business Review , 61, 65-73.
42.Geyskens, I., & Steenkamp, J. B. (1995). An Investigation into the Joint Effects of Trust and Interdependence on Relationship Commitment. In Proceedings of the 24th Annual Conference of the European Marketing Academy, 351-371.
43.Gounaris, S., & Venetis, K. (2002). Trust in Industrial Service Relationships:Behavioral Consequences, Antecedents and the Moderating Effect of the Duration of the Relationship. The Journal of Services Marketing, 16(7), 636-655.
44.Gronroos, C. (1984). A Service Quality Model and Its Marketing Implications . European Journal of Marketing, 18(4), 36-44.
45.Gronroos, C., F. Heinonen, K. Isoniemi & M. Lindholm. (2000). The NetOffer Model: A Case Example from te Virtual Marketspace. Management Decision, 38(4), 243-252.
46.Gronroos, C. (1982). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 35-42.
47.Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations. Journal of Marketing, 64(3), 34-49.
48.Hair, Jr. Joseph F., Anderson, R. E., & Tatham, R.L. and W. C. (2009). Multivariate Data Analysis. Nes Jersey:Prentice-Hall.
49.Hennig-Thurau, T., Gwinner, K., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-247.
50.Hoong, S. C. & Goo, Y. J. (2004). A Causal Model of Customer Loyalty in Processional Service Firms. International Journal pf Management, 21(4), 531-540.
51.Jones, T. O. & Sasser, J. R. (1995). Why Satisfied Customer Defect. Harvard Business Review, 85(2), 88-99.
52.Kaiser, H. (1970). A Second Generation Little Jiffy. Psychometrika, 35(4), 401-415.
53.Kim, K., & Frazier, G. L. (1997). Measurement of Distributor Commitment in Industrial Channels of Distribution. Journal of Business Research, 40(2), 139-154.
54.Kotler, P. (1997). Marketing Management:Analysis, Planning, Implementation and Control (9th ed.). Upper Saddle River, NJ:Prentice-Hall.
55.Kotler, P., (2003). Marketing Management (11th Ed.) , Prentice Hall, Upper Saddle River, NJ.
56.Kristensen, K., A. Martensen, and L. Gronholdt. (2000). Customer Satisfaction Measurement at Post Denmark:Results of Application of the European Customer Satisfaction Index Methodology. Total Quality Management, 11, 509-514.
57.Kumar, N., L. K. Scheer and J. B. Steenkamp. (1995). The Effects of Supplier Fairness on Vulnerable Resellers. Journal of Marketing Research, 32, 54-65.
58.Lai, J. M., Lee, G. G., & Hsu, W. L. (2009). The Influence of Partner's Trust-Commitment Relationship on Electronic Commerce Strategic Planning. [Article]. Management Decision, 47(3), 491-507.
59.Levitt. (1972). Production-Line Approach to Service. Harvard Business Review, 50,pp.42-52.
60.Lewis, B. R., & Soureli, M. (2006). The Antecedents of Consumer Loyalty in Retail Banking. Journal of Consumer Behaviour, 5(1), 15-31.
61.Likert, R. (1932). A Technique for the Measurement of Attitudes. University of Coliumbia.
62.Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review, 20(3), 709-734.
63.McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations. The Academy of Management Journal, 38(1), 24-59.
64.Meyer, J. P., & Allen, N. J. (1997). Commitment in the Workplace Theory, Research, and Application. from http://site.ebrary.com/id/10716050
65.Mohr, J., & Spekman, P. (1994). Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques. Strategic Management Journal, 15(2), 133-152.
66.Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101.
67.Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
68.Newman, J. W. & Werbel, R. A. (1973). Multivariate Analysis of Brand Loyalty for Major Household Appliances. Journal of Marketing Research, 10(4), 404-
409.
69.Nunnally, J. C. (1978). Psychometric theory: McGraw-Hill.
70.Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill.
71.Oliver, R. L. (1997). Satisfaction: A Behavioural Perspective on the Consumer. New York:McGraw-Hill International.
72.Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implication for Future Research. Journal of Marketing, 48(3), 41-50.
73.Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL : A Multiple-Item Scale for Measuring Customer Perceptions of Service Q u a l i t y. Journal of Retailing, 64, 12-40.
74.Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model.[Article]. International Journal of Electronic Commerce, 7(3),101-134.
75.Reichheld, F. F. and P. Schefter. (2000). E-loyalty:Your Secret Weapon on the Web. Harvard Business Review, 78, 105-113.
76.Ruyter, K., Moorman, L., & Lemmink, J. (2001). Antecedents of Commitment and Trust in Customer-Supplier Relationships in High Technology Markets. Industrial Marketing Management, 30(3), 271-286.
77.Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of Service Operations:Text and Cases, Boston, MA:Alley and Bacon.
78.Scanzoni, J. (1979). Social Exchange and Behavior Interdependence. In R. L. Burgess & T. L. Huston (Eds.), Social Exchange in Developing Relationships. NY:Academic Press,17-27.
79.Selnes. (1993). An Examination of The Effect of Product Performance on Brand Reputation Satisfaction and Loyalty. European Journal of Marketing, 27,19-35.
80.Sharma, N., & Patterson, P. G. (2000). Switching Costs, Alternative Attractiveness and Experiences as Moderators of Relationship Commitment in Professional, Consumer Services. International Journal of Service Industry Management, 11(5), 470-490.
81.Singh, J., & Sirdeshmukh, D. (2000). Agency and Rust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of Academy of Marketing Science, 28(1), 150-167.
82.Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37.
83.Tam, J. L. M. (2004). Customer Satisfaction, Service Quality and Perceived Value:An Integrative Model. Journal of Marketing Management, 20(7),
897-917.
84.Wilson, D. T. (1995). An Integrated Model of Buyer-Seller Relationships. Journal of the Academy of Marketing Science, 21(1), 1-12.
85.Wilson, D. T., & Mummalaneni, V. (1986). Bonding and Commitment in Buyer-Seller Relationships: A Preliminary Conceptualization. Industrial Marketing & Purchasing, 1(3), 44-59.
86.Zeimmerman, C.D. (1985). Quality Key to Service Productivity . Quality Progress, 18, 32-35.
87.Zeithaml, V.A.,&Bitner M. J.(1996). Services Marketing. New York. NY:The Mc Graw-Hil.
88.Zeithaml, V. A., & Bitner, M. J. (2000). Service Marketing:Integrating Customer Focus Across the Firm. New York:McGraw-Hill.
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2020-06-26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