臺灣博碩士論文加值系統

證券市場是由人氣與財氣堆積起來的。所以投資人與證券商互動的狀況，是劵商經營成敗的關鍵。世人常說券商是看天吃飯的行業，但如果行情來了，平日的服務品質沒有維持高標準，則很快就會錯過這個好時機。

顧客是劵商最重要的策略性資源，維持和顧客間的長期關係並提高顧客滿意度跟忠誠度，與劵商獲利生存息息相關。本研究是以前十大證券商的客戶進行實證分析﹐以了解在目前兩岸經貿日益交流下，及同業之間白熱化的手續費殺價競爭，券商的經營要如何突圍，來滿足顧客滿意度，進而獲取顧客的忠誠度。因此探討關係品質、顧客滿意度與顧客忠誠度等各構面之關係，我們將分析以下部分：

1.關係品質、顧客滿意度與顧客忠誠度之主要構面及因素。
2.關係品質如何影響顧客滿意度。
3.顧客滿意度如何影響顧客忠誠度。

研究發現結果:
1.關係品質前置因素顯著正向影響關係品質。
2.關係品質前置因素顯著正向影響顧客滿意度。
3.關係品質顯著正向影響顧客滿意度。
4.顧客滿意度顯著正向影響顧客忠誠度。

The securities market is built on top of people and capital. Therefore, the interaction bewteen investors and a securities dealer is the key point to success. People often say that the securities brokerage industry is at the mercy of the weather, meaning that it all depends on unpreditable market condition. As a result, even when the next bull market emerges, a securities agent may still miss the opportunity if the service has not been maintained to a very high standard.
Securities business customers are the most important strategic resources. Profitability and even the very survival of securities dealers depends heavily on factors such as customer satisfaction, customer loyalty, as well as the management and maintenance of long-term relations. In this study, we will analyze data collected from the top ten securities business customers in Taiwan, and propose possible strategies to enhance customer satisfaction and loyalty, given the current context of the expansion of cross-strait economic relations and the deteriorating price competition in the industry. The purpose of this study is to explore the correlation between relationship quality, customer satisfaction and customer loyalty, specifically, we will analyze:
1. Major dimensions of relationship quality, customer satisfaction and loyalty
2. The impact of relationship quality on customer satisfaction
3. The impact of customer satisfaction on customer loyalty.
Found results:
1. Relationship quality antecedents (RQA) have a positive impact on relationship quality.
2. Relationship quality antecedents (RQA) have a positive impact on customer satisfaction.
3. Relationship quality has a positive impact on customer satisfaction.
4. Customer satisfaction has a positive impact on customer loyalty.

口試委員會審定書 i
謝辭 ii
中文摘要 iii
英文摘要 iv
目錄 v
表次 vii
圖次 ix
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 研究範圍與對象 2
第四節 研究流程 2
第二章 文獻回顧 4
第一節 關係品質 4
第二節 顧客滿意度 10
第三節 顧客忠誠度 14
第三章 研究方法與假說 19
第一節 研究架構 19
第二節 研究對象 19
第三節 統計與分析方法 19
第四節 變項之操作性定義與衡量 22
第五節 研究假說 25
第四章 結果分析與討論 28
第一節敘述性統計分析 28
第二節因素分析及效度分析 33
第三節研究假說之驗證 44
第四節綜合討論 56
第五章 結論與建議 60
第一節結論 60
第二節建議與限制 62
參考文獻 64
中文部分 64
英文部分 66

中文部分
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李大中(2008)，「證劵業財富管理」，逢甲大學經營管理碩士在職專班 碩士論文。

李建近(2004)，「關係強度與顧客忠誠度之研究－以某粽合證劵商為例」，大葉大學資訊管學系碩士班 碩士論文。

李昭南(2002)，「服務品質及價格對滿意度與忠誠度之影響－以國產車原廠汽車服務廠為例」，大葉大學專業經營研究所碩士班 碩士論文。

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李樑堅(2004)，「大高雄地區非金融証劵商服務品質、顧客滿意度與營運策略之研討」，義守大學管理研究所 碩士論文。

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林忠穎(2009)，「以BOT方式建構之運動設施顧客滿意度與忠誠度之相關研究－以台南市水都水世界為例」，國立屏東教育大學體育學系較學碩士班 碩士論文。

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張麗娟(2009)，「中醫復健科顧客忠誠度之研究」，亞洲大學經營管理學系 碩士論文。

莊雅婷(2008)，「關係品質與忠誠度之研究－以中華電信MOD客戶為例」，世新大學傳播管理學系碩士學位 碩士論文。

陳林鴻(2009)，「服務品質、關係品質、顧客滿意度與忠誠度影響關係之研究－以台北市市民運動中心為例」，國立師範大學體育學系碩士學位 碩士論文。

陳為任、林宜勳(2008)，「餐廳關係品質對顧客忠誠意願影響之研究」，明新學報34卷第一期。

湯宗泰、劉文良(2008)，「顧客關係管理－導論與應用」，全華圖書，台北縣。

黃偉松(2001)，「服務品質、顧客滿意度與顧客忠誠度關係之研究－以證劵商為例」，淡江大學管理科學學系研究所 碩士論文。

黃敏助董事長，證券公會99年第二季季報，發表『我國證券商定位與未來發展』專題，證券商同業公會董事長。

黃逸甫(2001)，「服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響－以銀行業為例」，國立政治大學企業管理研究所經營管理學程碩士班 碩士論文。
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楊文敏(2005)，「中國信託商業銀行服務品質之研究－顧客滿意度的觀點」，南華大學管理科學研究所 碩士論文。

董景福(2001)，「國際運輸服務業關係品質、服務夠面與服務價值關係之研究」，國立中山大學企業管理學系 碩士論文。

劉毓真教授、李怡宗教授，兩岸政劵業發展與整合的契機，證券商同業公會委託計畫，研究計畫主持人。

蔡曉萍(2009)，「探討關係行銷、服務品質、關係品質與顧客忠誠度之關係----以台灣地區保險業為研究對象」，國立嘉義大學管理學院碩士在職專班 碩士論文。

謝琬智(2007)，「台灣證劵商顧客自發行為之研究」，國立東華大學管理學院高階經營管理碩士在職專班 碩士論文。

鐘世昌(2009)，「跨國銀行之服務品質和服務傳遞屬性對網路銀行顧客滿意度集中程度影響之研究」，大葉大學國際企業管理學系碩士班 碩士論文。

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