臺灣博碩士論文加值系統

近年來，全球經濟變遷快速，歐債危機前景不明，金融危機頻傳，台灣銀行業者面臨了相當嚴峻的挑戰。在這全球競爭激烈的環境下，為求因應，政府亦適時的通過與實施相關的法令規章，但也導致國內金融市場的經營生態也因為金融控股相關法令的變動而產生了結構性變化，包括了：寡占金融市場變為開放市場、金融控股公司成立、跨國金融集團大舉入侵，兩岸簽訂ECFA，中資銀行進入台灣市場、金融商品的同質性高且本土銀行新商品開發能力不足，市場陷入價格競爭。銀行業者應深思如何提升服務品質、建立良好品牌形象、提供符合顧客需求的商品或服務，維持顧客與銀行長期穩定的關係，提升顧客滿意度與忠誠度，並強化本身的競爭優勢，期能於競爭激烈的產業環境中脫穎而出。
本研究以問卷調查方式取得相關資料，探討銀行業的服務品質、顧客滿意度、忠誠度與顧客關係行銷間的關聯性，以銀行往來客戶作為研究對象，利用統計方法與SPSS軟體進行分析，研究的成果如下：
一、 銀行業的客戶服務品質對顧客滿意度有顯著正向影響。
二、 銀行業的客戶服務品質與關係行銷有顯著正向影響。
三、 銀行業的客戶關係行銷與顧客滿意度有顯著正向影響。
四、 銀行業的客戶服務品質與顧客忠誠度有顯著正向影響。
五、 銀行業的客戶顧客滿意度與顧客忠誠度顯著正向影響。
六、 銀行業的客戶關係行銷與顧客忠誠度有顯著正向影響。
本研究結果希望能提供銀行業者加強關係行銷決策的參考並將
上述研究歸納出管理意涵並提出具體的建議。

In recent years, due to rapid global economic changes and the uncertainty of the European debt crisis, Taiwan&;#39;s banking industry is facing considerable challenges. In order to response the global competitive environment, Taiwan&;#39;s government timely implement the relevant laws and regulations which include Financial Holdings Act, that makes the whole banking structural changes, including : oligopoly financial markets becoming an open market, a financial holding company set up, the invasion of multinational financial group, the signed of the ECFA, Chinese banks to enter the Taiwan market, financial product homogeneity and lack of new product development capability of local banks, the market into a price competition. Banks should ponder how to improve service quality, to establish a good brand image, provide goods or services to meet customer demand, to maintain long-term stable relationship of the customer and the bank, improve customer satisfaction and loyalty, and strengthen their competitive advantage.
In this study, a questionnair survey is used to obtain data, the relationship among quality of banking services, customer satisfaction, loyalty and customer relationship marketing are discussed, and the banking correspondents are as the object of study. The SPSS software are used to analyze the statistical data, and the results are as follows:
1. Banking customer service quality has a significant positive affect on
customer satisfaction
2. Banking customer service quality has Significant positive affect
on relationship marketing.
3. Banking customer relationship marketing has a significant positive
affect on customer satisfaction.
4. Banking customer service quality has a significant positive affect
on customer loyalty
5. Customer satisfaction has a significant positive affect on
customer loyalty.
6. Banking customer relationship marketing has a significant positive
affect on customer loyalty.

The results of this study hopes to provide the reference and the
banking sector to strengthen the relationship marketing decisions. The study concludes that the managerial implications and specific suggestions.

目　　錄
誌　　謝 i
摘　　要 ii
Abstract iii
目　　錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究動機及背景 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 服務品質 6
第二節 顧客滿意度 11
第三節 顧客忠誠度 16
第四節 關係行銷 22
第三章 研究設計與實施 28
第一節 研究架構 28
第二節 研究假設 29
第三節 研究變數定義與衡量 32
第四節 研究範圍與對象 36
第五節 資料分析方法 38
第四章 資料分析 40
第一節 調查對象資料分析 40
第二節 敘述性統計分析 44
第三節 信度與效度分析 48
第四節 迴歸分析 54
第五章 結論與建議 62
第一節 研究結論 62
第二節 管理意涵與建議 65
第三節 研究限制 66
第四節 未來研究方向 67
參考文獻 68
附錄、　研究問卷 74

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