臺灣博碩士論文加值系統

本研究主要是以銀行業做為研究的對象，進而探討銀行業之關係行銷、服務品質、顧客滿意度與顧客忠誠度四者之間的關聯性，具體而言本研究主要的目的有四:
一、探討銀行業關係行銷、服務品質、顧客滿意度及顧客忠誠度之間的關聯性。
二、透過實證研究，驗證是否會因關係行銷策略的運用，進而影響服務品質、顧客滿意度及忠誠度。
三、探討銀行業就區隔不同層面下（性別、年齡、教育程度、職業、收入、婚姻狀況）的顧客，在關係行銷策略下會產生顯著性差異。
四、依據本研究結果，提出銀行業如何運用關係行銷策略，提昇服務品質，來達到顧客滿意度與忠誠度之可行建議。
研究結果發現，關係行銷策略的運用對服務品質、顧客滿意度及顧客忠誠度有顯著的影響。由差異分析得知，在不同的人口統計變數（性別、年齡、教育程度、職業、收入）下對關係行銷、服務品質、顧客滿意度及顧客忠誠度等均有顯著的差異。
因此依據上述研究結果，建議銀行業者首先整合資訊架構，將各子公司間之客戶資料完成整合，因關係行銷的進行必須透過完整顧客資料庫的建立與管理才能達成，接著再依客戶的角度架構功能性組織，引進專才及加強在職訓練並以小組成員提供客戶全面性、及時性及完整性的服務，來達到顧客滿意度與忠誠度，進而提升銀行業者獲利力的雙贏局面。
關鍵字: 關係行銷策略、服務品質、顧客滿意度、顧客忠誠度、銀行業

This study aims to examine the relative marketing, service quality, customer satisfaction, and customer loyalty in banking industry. Specifically, the objectives of this study can be summarize as follows:
1. Exploring the correlation between related marketing, service quality, customer satisfaction, and customer loyalty in banking industry respectively.
2. Empirically examine the influence of relative marketing strategy on service quality, customer satisfaction, and customer loyalty respectively.
3. Investigate how gender, age, education, occupation, income and marital status affects relative marketing strategy.
4. The feasibility of applying the results of this study to existing banks.
This study demonstrates the related marketing strategy has significant influence on service quality, customer satisfaction, and customer loyalty respectively. The statistical results indicate that, under different demographic variables (gender, age, education, occupation, and income), can significantly discriminate relative marketing, service quality, customer satisfaction, and customer loyalty respectively.
Furthermore, the results of this study can provide suggestions as follows:
1. Bank should consider integrating customer information from branch office level; thus, relative marketing strategy can be applied based on an integrated customer database.
2. A bank should restructure its organization in terms of customers’ needs.
3. A bank should continuously provide professional on-job training in order to have comprehensive and efficient services for promoting customer satisfaction and loyalty.
4. A bank should develop a win-win strategy in relation to customer; thus, its profitability can be sustained accordingly.

Key words: related market strategy, service quality, customer satisfaction, customer loyalty, banking industry

目 錄
摘要 I
ABSTRACT II
誌謝 III
目 錄 IV
表 目 錄 VI
圖 目 錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與範圍 5
第四節 研究流程 6
第二章 文獻探討 8
第一節 關係行銷 8
第二節 服務品質 27
第三節 顧客滿意度 35
第四節 顧客忠誠度 41
第五節 各變相間相關研究 46
第三章 研究方法 52
第一節 研究架構 52
第二節 研究假說 53
第三節 研究變數之操作性定義與問卷設計 54
第四節 抽樣與問卷發放 59
第五節 資料分析方法 60
第四章 實證分析 65
第一節 樣本特性 65
第二節 受訪者使用銀行之分析 67
第三節 敘述性統計分析 71
第四節 因素分析與信度檢定 75
第五節 各變項影響性分析 85
第六節 各構面因素之差異性分析 94
第五章 結論與建議 101
第一節 研究結論 101
第二節 研究限制 104
第三節 研究建議 105
參考文獻 108
附錄一 銀行服務屬性及發展趨勢 112
附錄二 問卷 120

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