臺灣博碩士論文加值系統

近年來，由於全球經濟環境的快速變遷，使得台灣金融產業與企業雙雙面臨嚴峻挑戰，而台灣政府則適時地通過與實施相關法令規章予以因應，但是，國內金融市場經營生態也正因金融控股相關法令的變動而產生結構性變化。
本研究的研究背景與動機乃是係基於 (1) 新銀行分行林立的挑戰、(2) 金控整合的競爭優勢、(3) 外國銀行的強勢競爭、(4) 網路資訊科技進步的正反面衝擊、(5) 開發新顧客成本超出維繫舊顧客支出等五項台灣金融環境趨勢因應而生。
本研究以銀行業企業金融客戶為研究對象，主要在於探討某銀行企業金融客戶在關係聯結與服務品質、關係聯結與顧客滿意度、服務品質與顧客滿意度、服務品質與顧客忠誠度、顧客滿意度與顧客忠誠度等五者之間的關聯性，故依上述研究目的，本研究變數有關係聯結、服務品質、顧客滿意度及顧客忠誠度等四者。
本研究採用問卷調查做為資料蒐集方法，並運用統計方法進行資料分析；問卷調查對象為某銀行於台灣各分行所服務的企業金融客戶，包括企業主與財務主管，並以台北市、新北市、台中市、高雄市、台南市此五個都市為問卷發放都市；問卷發放總數為 750 份，回收 460 份，有效問卷回收率為 61.33%。
受訪企業金融客戶中，以製造業居多；「經營歷史」落在 11-20 年，「公司員工人數」落在 5-100 人，此點與台灣多為中小企業居多的現象一致；並以新北市的企業金融客戶「與本行往來」最多。而「與研究銀行往來業務」，以貸款業務項目最多，此與企業經營上財務運作需求有關。「與本行往來歷史」多為 1-5 年，受訪企業金融客戶填表人男女差距不太。而受訪企業金融客戶填表人落在 31-40 歲的大學（含專科），「擔任職務」為副理，此點乃是因為目前企業金融客戶負責此項業務的人員多為青壯年族群。
另外，本研究利用結構方程模式進行相關統計檢定，研究結論發現銀行業企業金融客戶於關係聯結與服務品質、關係聯結與顧客滿意度、服務品質與顧客滿意度、服務品質與顧客忠誠度、顧客滿意度與顧客忠誠度等五者均呈現正向影響。
最後，本研究提出對銀行業服務企業金融客戶的建議，包括：(1) 善用「利益聯結」、「互動聯結」、「結構聯結」等關係聯結，以利強化企業金融客戶對銀行服務品質的肯定；(2) 善用「利益聯結」、「互動聯結」、「結構聯結」等關係聯結，以利提高企業金融客戶的顧客滿意度；(3) 改善並提高現有服務品質，以利增加企業金融客戶的顧客滿意度；(4) 改善並提高現有服務品質，以利鞏固企業金融客戶的顧客忠誠度；(5) 善用「利益聯結」、「互動聯結」、「結構聯結」等關係聯結的作法；(6) 改善並提高現有服務品質的作法。

In recent years, due to rapidly changing of global economic environment, Taiwan''s financial industry and business have both faced serious challenges, and the Taiwan government has timely adopted and implemented of relevant laws and regulations to be coping. However, the operating ecology of domestic financial markets have generated structural changes because of changes in financial holding laws.
In this study, the research background and motivation are caused from five trends in Taiwan''s financial environment: (1) the challenge from many traditional branches, (2) the competitive advantage of integrated financial holding companies, (3) strong competition from foreign banks, (4) positive and negative impacts from the development of information technology network, (5) the cost of developing new customers is More than the Expenditure of maintaining the old customers.
In this study, the banking industry enterprise financial customers are the research objects. We focus on the relationship between the five pairs of respects of those studied objects, including: relationship bond and service quality, relationship bond and customer satisfaction, service quality and customer satisfaction, service quality and customer loyalty, and customer satisfaction and customer loyalty. According to the above study, therefore, there are four variables in this study, including relationship bond, service quality, customer satisfaction, and customer loyalty.
This study used questionnaire survey method to collect data, and the data were analyzed using statistical methods. A questionnaire survey was conducted by the corporate banking customers of the branches of some bank in Taipei, New Taipei, Taichung, Kaohsiung, and Tainan. Business owners and financial executives are surveyed. A total of 750 questionnaires were returned 460, and the valid response rate was 61.33%.
In the surveyed financial customer enterprises, the manufacturing sectors are the majority. The majority of “Business history” is in 11-20 years. That of “the number of employees” is 5-100. This phenomenon is consistent with the fact that enterprises in Taiwan are mostly small and medium. The majority of corporate banking customers in New Taipei is “contacts with our bank.” The majority of “Research banking transactions” is the loans. This is due to the financial needs of business operations. The majority of “History with our bank” is 1-5 years. The numbers of male and female respondents are similar. Respondents are in the 31-40 year-old university (including college) for most. The majority of “hold office” is assistant managers. This point is due that staffs responsible for this business are most young adults group.
In addition, this study uses structural equation modeling to proceed statistical test. We conclude that the banking business showed a positive effect on financial customers in relationship bond and service quality, relationship bond and customer satisfaction, service quality and customer satisfaction, service quality and customer loyalty, and customer satisfaction and customer loyalty.
Finally, this study prove some recommendations to banking services corporate banking customers, including: (1) To use the relationship bonds such as “the interests of association,” “interactive bond,” and “structural bond” to facilitate enhanced corporate finance customer recognition of the quality of banking services. (2) To use the relationship bonds such as “the interests of association,” “interactive bond,” and “structural bond” to facilitate improved customer satisfaction of financial corporate. (3) To improve and enhance the quality of existing services to facilitate customers to increase customer satisfaction of financial corporate. (4) To improve and enhance the quality of existing services to facilitate the consolidate customer loyalty of financial corporate. (5) To use the relationship bond such as “the interests of association,” “interactive bond,” and “structural bond.” (6) To improve and enhance the quality of existing services practice.

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 文獻探討 5
第一節 關係行銷 5
第二節 關係聯結 8
第三節 服務品質 13
第四節 顧客滿意度 21
第五節 顧客忠誠度 30
第六節 變數關聯性之相關研究 37
第三章 研究設計 39
第一節 研究架構與假說 39
第二節 研究範圍 40
第三節 問卷設計 43
第四節 抽樣設計 48
第五節 統計方法 51
第四章 資料分析 52
第一節 信度與效度分析 52
第二節 敘述性統計分析 56
第三節 結構方程模式 62
第五章 結論與建議 64
第一節 研究結論 64
第二節 管理意涵 68
第三節 研究限制 70
第四節 未來研究方向 71
英文參考文獻 72
中文參考文獻 81
網路參考文獻 83
附錄 A 參考統計表 84
附錄 B 問卷 87

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