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系統識別號 U0026-2806201816382800
論文名稱(中文) 台灣Y世代消費金融的服務品質、信任、顧客滿意度與顧客忠誠度之研究-以涉入程度為干擾變數
論文名稱(英文) A Study of Service Quality, Trust, Customer Satisfaction and Customer Loyalty in Taiwan's Consumer Finance from Generation Y's Perspective-Moderator Role of Involvement
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 106
學期 2
出版年 106
研究生(中文) 莊金元
研究生(英文) Chin-Yuan Chuang
學號 R46054115
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-李憲達
中文關鍵字 服務品質  顧客滿意度  信任  顧客忠誠度  涉入程度 
英文關鍵字 Service quality  Customer satisfaction  Trust  Customer loyalty  Involvement 
學科別分類
中文摘要 過去,台灣的消費金融業務市場,將重心放在高資產與高所得的主力客戶,這些客戶的年齡多在四、五十歲以上的年齡層,但隨著時代不斷在轉變、經濟與財富自由化、金錢與財富的流動越趨年輕化,越來越多的年輕族群,透過自身的努力,不斷的累積財富與資產,邁向財富自由的目標,對於消費金融服務機構,這一群年輕世代是未來極具潛力且值得開發的客戶群。
因此,本研究希望透過台灣Y世代的年輕族群,在消費金融服務中,提供自身過去的經驗與想法,發掘台灣現今金融服務業的不足之處,與可改善的具體方向,並透過實際的金融服務消費者,對於他們實際的經驗與傳統理論上落差,提出進一步的革新方針,給予金融服務業者初步的可行藍圖。
本研究會針對個別問卷受訪者過去的主要往來銀行和主要往來目的,實際使用過服務後,對於服務品質、滿意度、信任感、顧客忠誠度與涉入程度,作一系列的評價,並透過後續的研究架構與研究假設,來確立整個研究變數之間的關聯性。而從本研究中可得出下列的研究結論:
一、 服務品質對於顧客滿意度有正向的影響
二、 服務品質對於信任有正向的影響
三、 顧客滿意度對於顧客忠誠度有正向的影響
四、 信任對於顧客忠誠度有正向的影響
五、 涉入程度對於顧客滿意度與顧客忠誠度之間無調節效果的影響
英文摘要 In the past, the consumer finance’s market in Taiwan put emphasis on high-income level clients. Many clients are aged around forty and fifty years old. However, with the liberalization of financial condition, many younger people have the opportunity to accumulate more money and wealth through their hardworking. They are pursuing the goal of financial freedom. Therefore, for consumer financial service institutions, these young groups have much potential and are deserved to be developed in the future.
In this research, we hope to discover the deficiency in Taiwan’s financial service industry and the specific way to revise through the opinion of Generation Y, which are aged from 18 to 38. Furthermore, we can find out the gap between reality and theory, propose innovative solutions and support our financial service industry with preliminary blueprint.
In this research, we use questionnaire analysis to get the idea about Generation Y’s past experience and how they evaluate service quality, customer satisfaction, trust, customer loyalty and involvement about the consumer financial service. On the basis of questionnaire respondents, we can verify the relationship among the variables above and obtain the conclusions as follows:

1. Service quality has significantly positive effect on Customer satisfaction.
2. Service quality has significantly positive effect on Trust.
3. Customer satisfaction has significantly positive effect on Customer loyalty.
4. Trust has significantly positive effect on Customer loyalty.
5. Involvement does not have the moderating effect between customer satisfaction and customer loyalty.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻回顧 5
第一節 Y世代 5
第二節 服務品質 8
第三節 信任 11
第四節 顧客滿意度 12
第五節 顧客忠誠度 13
第六節 涉入程度 15
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假設 18
第三節 研究變數定義與衡量 22
第四節 研究對象與取樣 25
第五節 研究工具與資料分析方法 26
第四章 資料分析 30
第一節 敘述性統計分析 30
第二節 因素分析 34
第三節 信度分析 47
第四節 迴歸分析 52
第五章 研究結論與建議 58
第一節 研究結論 58
第二節 管理意涵 60
第三節 研究限制 62
第四節 未來研究 63
參考文獻 64
附錄一 正式問卷 75

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