臺灣博碩士論文加值系統

本文旨在探討顧客中心、顧客滿意度、信任、承諾、轉換成本和顧客忠誠度之間的關係。本研究以國內某大金融機構財富管理服務之消費者為研究對象，探討其在顧客中心、關係品質、顧客忠誠度、以及轉換成本方面的認知與差異情形。研究結果顯示銀行的顧客中心理念與顧客的滿意度呈現正向顯著相關，顧客對於轉換成本的認知也與顧客忠誠度呈現正向顯著相關，研究結果亦顯示，關係品質的提升，將有助於提高顧客忠誠度。此外，在轉換成本構面的二階模型中，程序性、關係性成本、和財務性成本，對轉換成本二階構面呈現良好的配適；而在顧客中心構面的二階模型當中顧客中心服務理念和科技基礎關係維繫對顧客中心二階構面的適配情況亦達顯著，其中，顧客中心服務理念的解釋能力大於科技基礎關係維繫。最後，本研究也針對關係品質各構面之中介效果進行檢定。

In order to analyze the relationship of customer centric, customer satisfaction, trust, commitment, switching cost and customer loyalty. The sample of this research from the big financial institution in the domestic is to analyze perceptions and differences in customer centric, relationship quality, customer loyalty, and switching cost. The findings demonstrated that principle of customer centric in the bank has a positive impact on customer satisfaction; perceptions of switching cost from customer has a positive impact on customer loyalty. In the second-stage model, procedural cost, relational cost and financial cost has a positive impact on switching cost. Procedural switching cost and relational switching cost have good explanatory ability for switching cost than financial switching cost; customer centric service principles and technical foundation relations maintenance has a positive impact on customer centric, customer centric service principles have good explanatory ability for customer centric than technical foundation relations maintenance. As for relationship quality aspect, to raise customer satisfaction can effectively promoted to trust and commitment, and then enhance customer loyalty. Finally, this research also aims at mediating effect of each construction from relationship quality is be examination.

謝辭 i
摘要 ii
Abstract iii
目 錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1研究動機與背景 1
1.2研究問題與目的 2
1.3研究流程 3
第二章 文獻探討 5
2.1關係行銷（Relationship Marketing） 5
2.2顧客關係管理（Customer Relationship Marketing; CRM） 7
2.3顧客中心（Customer-Centric） 10
2.4關係品質（Relationship Quality） 24
2.4.1滿意度（Satisfaction） 25
2.4.2信任（Trust） 26
2.4.3承諾（Commitment） 27
2.5忠誠度（Loyalty） 27
2.6轉換成本（Switching Cost) 29
2.7 文獻總結 33
第三章 研究方法 34
3.1研究架構 34
3.2研究假設 35
3.3構面操作性定義與衡量 37
3.3.1顧客中心 37
3.3.2滿意度 38
3.3.3信任 39
3.3.4承諾 40
3.3.5忠誠度 40
3.3.6轉換成本 41
3.4問卷設計 42
3.4.1問卷設計流程 43
3.4.2抽樣設計 44
3.4.3前測分析結果 45
3.5資料分析方法 52
3.5.1敘述性統計分析和內在信度分析 52
3.5.2結構方程式 53
3.5.3中介變數分析 57
3.5.4研究方法總結 59
第四章 研究結果 60
4.1敘述性統計分析 60
4.2 內在信度分析 62
4.3效度分析 63
4.4潛在變項路徑分析 67
4.5整體適配度分析 68
4.6中介效果分析 69
4.7研究結果總結 75
第五章 結論與建議 76
5.1研究結論 76
5.2研究貢獻 81
5.3管理意涵 82
5.4後續研究與建議 86
參考文獻 87
附錄　研究問卷 101

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