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系統識別號 U0026-2108201200084300
論文名稱(中文) 財富管理顧客忠誠度之研究-以台北富邦銀行台北地區為例
論文名稱(英文) A Study of Customer Loyalty in the Wealth Management -The Case of Taipei Fubon Bank in North Area of 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 100
學期 2
出版年 101
研究生(中文) 何雅婷
研究生(英文) Ya-Ting Ho
電子信箱 yating55@gmail.com
學號 RD6981095
學位類別 碩士
語文別 中文
論文頁數 84頁
口試委員 指導教授-胡聯國
共同指導教授-莊雙喜
口試委員-蔡明田
中文關鍵字 服務品質  企業形象  關係品質  顧客忠誠度 
英文關鍵字 Service Quality  Corporate Image  Relationship quality  Customer Loyalty 
學科別分類
中文摘要 本研究針對台北富邦銀行財富管理顧客忠誠度之探討,主要因為金融業的財富管理版圖擴張太快,面臨群雄爭霸大家都想搶食顧客來增加手續費收入,進一步增加銀行利潤,但因金融環境變化快速,近幾年市場遇到金融海嘯與歐債危機的影響,打擊顧客對於財富管理的忠誠,採用服務品質、企業形象、關係品質對顧問忠誠度等構面來衡量。並透過因素分析、信度分析、敘述性統計分析、差異性分析、迴歸分析、結構方程式模型分析(SEM)來驗證假設各研究構面的影響關係。
本研究結果發現為:(1)服務品質對關係品質有顯著正向關係。(2)企業形象對關係品質有顯著的正向關係。(3)企業形象對顧客忠誠度有顯著的正向關係。(4)關係品質對顧客忠誠度有顯著的正向關係。(5)線性結構模式分析結果發現關係品質在服務品質、企業形象與顧客忠誠度之間具有完全的中介效果。
英文摘要 The purpose of this study is to explore the customer loyalty to wealth management of Taipei Fubon Bank. Because the competition within the financial industry is fierce, each bank tries to expend its territory in the demanding market to grab more income by the service fee from customers to increase its revenue. However, the financial environment is moving too fast. The following financial tsunami and eurozone debt crisis deadly ruined the customer loyalty to wealth management. Thus, this study is to discuss the relationship among service quality, Corporate Image and customer loyalty, where relationship quality is treated as a moderating variable. The statistical analysis includes factor analysis, reliability analysis, descriptive statistical analysis, analysis of variables (ANOVA), structural equation modeling (SEM) and regression analysis.
The results of this study are as follows: (1) The service quality has significantly positive influence on relationship quality. (2)The Corporate Image has significantly positive influence on relationship quality. (3)The Corporate Image has significantly positive influence on customer loyalty. (4)The relationship quality has significantly positive influence on customer loyalty. (5) The results of structural equation modeling analysis revealed that relationship quality fully mediate the relationship of service quality, Corporate Image and customer loyalty.
論文目次 論文摘要 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 研究背景與動機1
第二節 研究目的2
第三節 研究流程3
第二章 文獻探討4
第一節 服務品質4
第二節 企業形象12
第三節 關係品質16
第四節 顧客忠誠度21
第五節 各構面之關係探討23
第三章 研究方法26
第一節 研究架構26
第二節 研究假設27
第三節 研究變數之定義與問卷設計28
第四節 研究對象31
第五節 研究資料與統計方法31
第四章 研究結果與討論37
第一節 敘述性統計37
第二節 因素分析與信度檢定43
第三節 各構面間之差異性分析(t檢定與ANOVA)48
第四節 各研究構面關連性探(迴歸分析)59
第五節 結構方程模式分析(SEM)66
第六節 研究驗證結果69
第五章 研究結論與建議70
第一節 研究結論70
第二節 管理意涵與建議73
第三節 研究限制74
參考文獻75
壹、中文部分75
貳、英文部分77
叁、網路部分80
附錄(問卷)81
參考文獻 壹、中文部份
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參、網路部份
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