臺灣博碩士論文加值系統

本研究透過結構方程模式的運用，探討台灣銀行貴賓理財之銷售人員特質、品牌權益、知覺風險、顧客滿意度、關係品質與顧客忠誠度之因果影響，並從中瞭解其管理意涵與擬訂對應的行銷策略。綜合實證分析結果，本研究之主要發現及其重要涵義，分別為：
一、研究理論模式配置之發現
經由結構方程模式的配適度檢定，顯示本研究整體理論模式配適符合可接受
的適合度檢定水準，表示本研究的理論模型可獲得支持，故本研究結論認為這六
個構念間確實存在著影響關係。
二、銷售人員特質、品牌權益、知覺風險、顧客滿意度、關係品質與顧客忠誠度
之影響關係
在整體模式的研究發現，關係品質為影響顧客忠誠度之最重要因素，其次為銷售人員特質，而知覺風險會負向影響顧客忠誠度，但效果較小。
三、不同人口分群差異
透過不同人口統計變數與生活型態分群的研究，有助於瞭解不同客戶的需求
與顧客忠誠度的影響差異，進而瞭解不同需求與提高營業績效。

The major purpose of this research executes statistics analysis by using structural equation model(SEM), and focus on the different effects of VIP welth management in Taiwan Banks’ personality characteristics, brand equity, preceived risk, customer satisfaction, relationship quality and customer loyalty. In order to make the business strategy on banks and have close look on ustomer needs is essential.
Depending on the analysis of real evidences, this research results to three main implications:
1. Research Theory Model Fit Discovery
According to the fit test of Structural Equation Model, it is pointed that the whole theory model of this study completes the standard of the fit test. Moreover, it evidences that this model can be supported. To sum up, the result shows the indeed influential relationship among the six concepts.
2. The Influential Relationship among Personality, Brand Equity, Perceived Risk, customer satisfaction and Relationship Quality on Customer Loyalty
The Relationship is most important factor that positive effect customer loyalty in
the entire model. The second factor is personality characteristics. And perceived risk lead a negative effect on customer loyalty. However, the effect is very small.
3. The Differences Population Statistics Variable among Individual Clusters
Customers can be divided into different clusters for their variety in life styles and
population statistic variables. Hence, each cluster has different needs. By the researches on unique clusters, it could be helpful for understanding separate needs from individual clusters and customer loyalty. Moreover, to complete different requires from customers can promote higher sales performance.

目錄
頁次
誌謝...............................................................................................................................iii
中文摘要.......................................................................................................................iv
英文摘要........................................................................................................................v
目錄..............................................................................................................................vii
圖目錄.........................................................................................................................viii
表目錄...........................................................................................................................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 研究流程.............................................................................................3
第二章 文獻探討………………………………..…………………......…….......4
第一節 銷售人員特質………………………………………........…….......4
第二節 品牌權益………………………………………....... ……..............6
第三節 知覺風險……………………………………………………...........9
第四節 顧客滿意度…………………………………………………...........11
第五節 關係品質……………………………………………………............12
第六節 顧客忠誠度…………………………………………………….........15
第七節 生活型態……………………………………………………..….......17
第八節 各構念間之關係…………………………………………...….........18
第三章 研究方法……………….……………………………………….....….......23
第一節 研究架構……………………………………………………. ……..23
第二節 研究假說………………………………………………………........23
第三節 研究變數與操作性定義………………………….....……..…….......27
第四節 問卷設計………………………………………………………..........32
第五節 資料蒐集方法……………………………………………………....33
第六節 資料分析方法……………….……………………………..…….....33
第四章 資料分析與發現………………………………….………………………35
第一節 樣本結構敘述性分析….....…………………………….....................35
第二節 各變項特性分析與變異數分析…..............................................…36
第三節 信效度分析………………………………..........................................46
第四節 整體模式衡量分析……………………….................................…….55
第五節 生活型態之因素分析、集群分析與區別分析…….................…….63
第六節 生活型態集群對各項人口統計變數之卡方差異分析……….…….68
第五章 結論……………………………...……………………………………….70
第一節 依據研究問題與實證結果… ……………………………….......…70
第二節 管理意涵......…………………………………………….…...........…72
第三節 本研究之研究限制並對後續研究提出建議…..........….......….……73
參考文獻………...............……………………………………………………….…75
附錄、問卷.....................................................................................85


圖目錄
頁次
圖1-1 研究流程…………………………………………………………………......3
圖2-1 品牌知識 / 權益……………...……………………………………………..8
圖2-2 品牌權益10要件………………………………………………….………...8
圖3-1 研究架構……………………………………………………………………23
圖4-1 理論模式與參數結構…………………………………………………........57
圖4-2 路逕模式與路逕係數………………………………………………………60
圖4-3 二階段集群分析流程圖……………………………………………………66

表目錄
頁次
表2-1銷售人員特質構面………………………………………………………….5
表2-2品牌權益定義………………………………………………………………7
表2-3 知覺風險包含五種風險...........................................………………………..10
表2-4 知覺風險定義……………………………………………………………...10
表2-5 滿意度組成構面……………………………………………………………12
表2-6 滿意度要素.......................…………………………………………………12
表2-7 關係品質定義………………………………………………………………14表2-8 顧客滿意度與顧客忠誠度相互關連性........................……………..……...21
表3-1 銷售人員特質定義與衡量…………………………………………………28
表3-2 品牌權益定義與衡量………………………………………………………29
表3-3知覺風險定義與衡量……………………………………………………….29
表3-4 顧客滿意度次要變數定義與衡量....………………………………………30
表3-5 關係品質定義與衡量………………………………………………………30
表3-6 顧客忠誠度定義與衡量……………………………………………………30
表3-7 生活型態定義與衡量………………………………………………………31
表3-8 本研究問卷…………………………………………………………………32
表4-1 樣本分佈情形…........……………………………………………………….35
表4-2 銷售人員特性敘述統計分析…........……………………………………….37
表4-3 銷售人員特性多變量變異數分析…….......……………………………….38
表4-4 各人口統計變數對銷售人員特性Scheffé事後檢定…......………...……38
表4-5 品牌權益敘述統計分析…........…………………………………………….39
表4-6 品牌權益多變量變異數分析…….....…………………………….….…….39
表4-7 各人口統計變數對品牌權益Scheffé事後檢定.....………….....………40
表4-8 知覺風險敘述統計分析…......……………………………….….……….40
表4-9 知覺風險多變量變異數分析.....………….…………………..………….41
表4-10 各人口統計變數對知覺風險Scheffé事後檢定……....…….………...41
表4-11 顧客滿意度敘述統計分析……….....……………………….…………….42
表4-12 顧客滿意度單變量變異數分析……......………………………………….42
表4-13 各人口統計變數對顧客滿意度Scheffé事後檢定…....…………………43
表4-14 關係品質敘述統計分析…………....………………….…………………..43
表4-15 關係品質多變量變異數分析…….....……………….…………………..44
表4-16 各人口統計變數對關係品質Scheffé事後檢定....……………………44
表4-17 顧客忠誠敘述統計分析…………………...……….....…………………..45
表4-18 顧客忠誠度單變量變異數分析…….…………………………………..45
表4-19 各人口統計變數對顧客忠誠度Scheffé事後檢定…….....……………46
頁次
表4-20 各構念量表信度分析………………..……………….…………………..47
表4-21 銷售人員特質量表二階驗證性因素分析………….…………………..50
表4-22 品牌權益量表二階驗證性因素分析……………...……………………..51
表4-23 知覺風險量表二階驗證性因素分析………...…………………………..51
表4-24 顧客滿意度量表驗證性因素分析…………...…………………………..52
表4-25 關係品質量表二階驗證性因素分析………...…………………………..53
表4-26 顧客忠誠度二階驗證性因素分析………...……………………………..53
表4-27 銷售人員特性構面區別效度分析………...……………………………..54
表4-28 品牌權益構面區別效度分析…………….....……………………………..54
表4-29 知覺風險構面區別效度分析………….......……………………………..54
表4-30 顧客滿意度構面區別效度分析….....……………………………………..55
表4-31 關係品質構面區別效度分析……….....…………………………………..55
表4-32 顧客忠誠度構面區別效度分析….....………………………….………..55
表4-33 變數間相關係數分析……………….....……………….………………..57
表4-34 整體理論衡量模式分析………........….....…………….………………..59
表4-35 變項對顧客忠誠度效果分析…….…......………………………………..62
表4-36 理論結構模式路徑係數與假設驗證…….…….....……………………..63
表4-37 巴氏球形檢定與KMO係數……………………………..……………..63
表4-38 貴賓理財顧客「生活型態」因素分析表………….......…………………64
表4-39 貴賓理財顧客「生活型態」因素信度、效度分析表……......….……..65
表4-40 集群凝聚係數增量表…………………………………..………….……..67
表4-41 二階層集群法最終解……………………………….....……….………..67
表4-42生活型態多變量變異數分析表................................................................68
表4-43 三群區別分析表…………………………………......…………….……..68
表4-44 各人口統計變數與生活各群卡方表…………….......…………………....69

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