臺灣博碩士論文加值系統

根據中央銀行的數據顯示，至2015年2月底為止，全台灣總銀行數已超逾達3,500家以上，而各家銀行如何在此惡劣的環境下生存？除了有效金錢上的避險及其他行政上的改革外，銀行業必須緊緊抓牢最重要的有形資產－顧客。為了讓顧客感到舒適、信任及滿意，銀行業要能準確地衡量與評估本身提供的服務品質是否能切和顧客真正的需求，當顧客忠誠度越高，銀行長期的營運績效越高，提升存活下來的機率，是管理者需審慎思考的重要課題。
本研究係根據Morgan ＆ Hunt(1994)所提出之理論，以信任-關係承諾為主要中介變數，來探討服務品質、顧客忠誠度與信任、關係承諾之間的關係與影響，來驗證『信任-關係承諾』理論模型是否適用於銀行業。本研究採用問卷調查的方法，以國內銀行業顧客為調查對象，以網路與紙本問卷為主，總共發放600份問卷，回收有效問卷共505份，問卷回收率為91.82%。本研究以SPSS統計軟體分析，藉由敘述性統計、因素分析、信度分析以及迴歸分析來驗證本研究各構面的影響關係，歸納結論如下：
一、服務品質對關係承諾、信任或顧客忠誠度皆有顯著的正向影響。
二、銀行業顧客間的關係承諾與信任有顯著的正向影響。
三、銀行業顧客的關係承諾、信任對顧客忠誠度有顯著的正向影響。
四、服務品質會透過關係承諾、信任對顧客忠誠度有顯著的中介效果。
研究結果指出，銀行業顧客藉由對其服務品質的認同、彼此的關係承諾與信任的重要因素，可提升顧客忠誠度，以維繫長期的良好關係，有助於增加產業的競爭能力。

According to the Central Bank’s data,the total number of banks in Taiwan has exceeded 3,500 or more till the end of February 2015.How do those banks survive under such harsh environments? In addition to effective pecuniary hedging and other administrative reform, banks must keep a firm hold of the most important tangible assets–customers.In order to make customers feel comfortable,trusty and satisfactory, banks must be able to accurately measure and assess whether its service quality can achieve the real needs of customers.The higher loyalty customers show,the better long-term performance banks will get. Therefore,how to enhance the probability of surviving is an important issue that managers need to consider carefully.Based on this concept, this study is about investigating customers’ attitude toward service quality,relationship commitment, trust and customer loyalty among the above four.
Six hundred pieces of questionnaires were issued to the customers of banking industry and 505 pieces valid samples were collected for the following data analysis. Four primary finding are as follows.Firstly,service quality significantly influences relationship commitment and trust. Secondly,relationship commitment is positively affected by trust.Thirdly,trust and relationship apparently influence customer loyalty in banking industry.Last but not the least,service quality obviously influences customer loyalty via relationship commitment and trust.
On the basis of the above conclusions,suggestions are provided for companies to promote activities of customer loyalty: one is to establish trust and commitment among customers;the other is to establish coherence among customers in order to strengthen service quality and customer loyalty.

中文摘要 I
ABSTRACT II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究範疇與研究目的 3
第三節 研究流程 4
第二章 文獻回顧與探討 5
第一節 信任-關係承諾 5
第二節 服務品質 12
第三節 顧客忠誠度 22
第四節 各構面之關係研究 24
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 操作性定義與問卷設計 30
第四節 抽樣與樣本發放 34
第五節 資料分析工具 35
第四章 研究結果與分析 38
第一節 敘述性統計分析 38
第二節 因素分析 40
第三節 信度分析 45
第四節 獨立樣本T檢定 49
第五節 單因子變異數分析 50
第六節 各構面之迴歸分析 57
第七節 構面變項之中介效果分析 63
第五章 研究結論與後續建議 68
第一節 研究結論 68
第二節 管理意涵 71
第三節 研究限制 73
第四節 未來研究建議 74
參考文獻 75
附錄一 研究問卷 83
附錄二 SPSS之迴歸分析電腦檔 86

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