臺灣博碩士論文加值系統

銀行業需擬定正確與適當的策略，以提升客戶的滿意度，並進而強化顧客的忠誠度。建基於先前的文獻，此研究將焦點於客戶關係管理、創新潛能、企業形象、企業社會責任及企業倫理行為的重要性，並作為影響顧客滿意度的前因因子。本研究係以印尼東爪哇Malang市銀行的顧客作為研究對象，採取配額抽樣法，以人員調查法，共回收400份有效問卷。
資料分析主要透過線性結構方程式模式(SEM)，以驗證研究假設，並透過t檢定，ANOVA檢定，以進行各變數在人口統計變數上的差異分析。本研究主要研究結論包括:1.顧客關係管理對顧客滿意度具有顯著的正向影響關係；2.創新潛能對顧客滿意度具有顯著的正向影響關係；3.企業形象對顧客滿意度具有顯著的正向影響關係；4.企業社會責任對顧客滿意度具有顯著的正向影響關係；5.企業倫理行為對顧客滿意度具有顯著的正向影響關係；6.顧客滿意度對顧客忠誠度具有顯著的正向影響關係。本研究並根據研究結論，對實務界提出具體的管理意涵與建議。

The banking sector requires finding the right strategy in providing Customer Satisfaction and increase Customer Loyalty. Based on previous empirical researches, this study emphasizes the importance of Customer Relationship Management (CRM), Innovation Capability, Corporate Image, Corporate Social Responsibility (CSR), and Ethical Behavior as the antecedents of Customer Satisfaction. Data were collected from 400 customers of Bank in Malang City, East Java, Indonesia and analyzed by using Structural Equation Model (SEM). The sampling technique was done by using Quota Sampling Method. Questionnaire was spread on Bank in Malang City, East Java, Indonesia. In order to ensure the reliability, this study collected 400 effective questionnaires.
Data were analyzed using AMOS 17 Structural Equation Model (SEM) program. There were two-steps procedures of Structural Equation Model. First step is measurement model and the second step is structural model. This analysis also extends to include the difference traits of demographic variables using t-test and ANOVA. The major findings include first, Customer Relationship Management (CRM) have significant effect on Customer Satisfaction. Second, Innovation Capability has significant effect on Customer Satisfaction. Third, Corporate Image has significant effect on Customer Satisfaction. Fourth, Corporate Social Responsibility (CSR) has significant effect on Customer Satisfaction. Fifth, Ethical Behavior has significant effect on Customer Satisfaction. And sixth, Customer Satisfaction has significant effect on Customer Loyalty. The result of variance analysis indicates that demographic variables have difference traits in effecting the extent of predicting variables except getting information of the Bank.

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CONTENTS
Abstract ................................................................................................... i
Acknowledgement................................................................................... iv
Contents .................................................................................................. v
List of Tables .......................................................................................... x
List of Figures ......................................................................................... xiii
CHAPTER I Introduction .................................................................... 1
1.1. Background ..................................................................................... 1
1.2. Research Motivation ........................................................................ 9
1.3. Research Question ........................................................................... 14
1.4. Research Purposes ........................................................................... 14
1.5. Research Contributions ................................................................... 15
CHAPTER II Literature Review .......................................................... 18
2.1. Indonesian Banks ........................................................................... 18
2.2. The Antecedents of Customer Satisfaction for the Bank .................. 23
2.3. Customer Relationship Management (CRM) ................................... 26
2.3.1. Definition of Customer Relationship Management (CRM) ..... 26
2.3.2. Importance of Customer Relationship Management (CRM) .... 29
2.3.3. Sub-dimension of Customer Relationship Management .......... 30
2.4. Innovation Capability ...................................................................... 33
2.4.1. Definition of Innovation Capability .......................................... 33
2.4.2. Importance of Innovation Capability ........................................ 35
2.4.3. Sub-dimension of Innovation Capability .................................. 35
2.5. Corporate Image ............................................................................. 38
2.5.1. Definition of Corporate Image .................................................. 38
2.5.2. Importance of Corporate Image ................................................ 39
2.5.3. Sub-dimension of Corporate Image .......................................... 40
vii
2.6. Corporate Social Responsibility (CSR) ............................................ 43
2.6.1. Definition of Corporate Social Responsibility (CSR) ............... 43
2.6.2. Importance of Corporate Social Responsibility (CSR) .............. 44
2.6.3. Sub-dimension of Corporate Social Responsibility (CSR) ........ 45
2.7. Ethical Behavior .............................................................................. 48
2.7.1. Definition of Ethical Behavior .................................................. 48
2.7.2. Importance of Ethical Behavior ................................................ 50
2.7.3. Sub-dimension of Ethical Behavior .......................................... 50
2.8. Customer Satisfaction ...................................................................... 53
2.6.1. Definition of Customer Satisfaction .......................................... 53
2.7.2. Importance of Customer Satisfaction ........................................ 56
2.7.2. Sub-dimension of Customer Satisfaction .................................. 58
2.9. Customer Loyalty ............................................................................ 61
2.6.1. Definition of Customer Loyalty ................................................ 61
2.7.2. Importance of Customer Loyalty .............................................. 63
2.6.2. Sub-dimension of Customer Loyalty ........................................ 64
2.10. Empirical Research……………………………………………….... 66
CHAPTER III Research Methodology ................................................ 73
3.1. Research Framework ....................................................................... 73
3.2. Research Hypothesis ....................................................................... 75
1. Customer Relationship Management (CRM) and Customer
Satisfaction ................................................................................. 75
2. Innovation Capability and Customer Satisfaction ....................... 76
3. Corporate Image and Customer Satisfaction. .............................. 76
4. Corporate Social Responsibility (CSR) and Customer Satisfaction
................................................................................................... 78
5. Ethical Behavior and Customer Satisfaction. .............................. 79
viii
6. Customer Satisfaction and Customer Loyalty ............................. 81
7. The effect of demography variable on Customer Relationship
Management (CRM), Innovation Capability, Corporate Social
Responsibility (CSR), Corporate Image, Ethical Behavior, Customer
Satisfaction and Customer Loyalty ............................................. 83
3.3. The Operational Definition and Measurement Design ..................... 84
3.3.1.Scale of Measurement Data ..................................................... 84
3.3.2.The Operational Definitions .................................................... 84
1. Customer Relationship Management (CRM) ........................ 84
2. Innovation Capability ........................................................... 86
3. Corporate Image ................................................................... 87
4. Corporate Social Responsibility (CSR) ................................. 88
5. Ethical Behavior ................................................................... 90
6. Customer Satisfaction ........................................................... 91
7. Customer Loyalty ................................................................. 93
3.4. Research Type ................................................................................. 94
3.5. Location of Research ....................................................................... 95
3.6. Research Focus ................................................................................ 96
3.7. Population, Sample size and Sampling method ................................ 96
3.7.1 Population ............................................................................... 96
3.7.2 Sample size ............................................................................. 97
3.7.3 Sampling method .................................................................... 97
3.8. Data Type and Data Collection Method ........................................... 98
3.9. Data Analysis Technique ................................................................. 99
3.9.1. Descriptive Statistic Analysis ................................................... 99
3.9.2. Reliability Analysis .................................................................. 99
3.9.3. Content Validity Analysis ........................................................ 100
3.9.4. Structural Equation Model (SEM) ............................................ 100
ix
3.9.4.1. Measurement Model ......................................................... 101
A. Goodness of Fit Indices .................................................... 101
B. Reliability Measurement Model Analysis ......................... 104
C. Validity Measurement Model Analysis ............................. 104
D. Common Method Variance (CMV) .................................. 105
3.9.4.2. Structural Model ............................................................... 106
3.9.5. Analysis of Variance (ANOVA)............................................... 106
CHAPTER IV Result and Discussion .................................................. 108
4.1. Descriptive Analysis ........................................................................ 108
4.1.1. Data Collection ......................................................................... 108
4.1.2. Characteristic of Sample Structure............................................ 110
4.2. Reliability Analysis ......................................................................... 115
4.3. Content Validity .............................................................................. 121
4.4. Structural Equation Model (SEM) Analysis ..................................... 122
4.4.1 The Model Parameters ............................................................... 122
4.4.2 Measurement Model Analysis of SEM ...................................... 123
4.4.3 Reliability and Validity Analysis of Measurement Model ......... 127
4.4.4 Common Method Variance (CMV) ........................................... 133
4.4.5 Structural Model Analysis of SEM ............................................ 137
4.5. Analysis of Variance ........................................................................ 142
CHAPTER V Conclusion ...................................................................... 153
5.1. Research Conclusion ....................................................................... 153
5.1.1.Relationship Customer Relationship Management (CRM) on
Customer Satisfaction ................................................................ 154
5.1.2.Relationship Innovation Capability on Customer Satisfaction ... 154
5.1.3.Relationship Corporate Image on Customer Satisfaction ........... 155
5.1.4.Relationship Corporate Social Responsibility (CSR) on Customer
Satisfaction ................................................................................ 155
x
5.1.5.Relationship Ethical Behavior on Customer Satisfaction ........... 156
5.1.6.Relationship Customer Satisfaction on Customer Loyalty ......... 157
5.1.7.Variance analysis of demography variable on each variables ..... 157
5.2. Managerial implications &; Suggestion, Limitations and future research
directions ....................................................................................... 160
5.2.1.Managerial implications &; Suggestion ...................................... 160
5.2.2.Limitations and future research directions. ................................ 182
References ............................................................................................. 184
Appendix ................................................................................................ 203
Author .................................................................................................... 213
Name : Zainurrafiqi ................................................................... 213
Nationality : Indonesia ....................................................................... 213
Birthday : 1984.04.24 ..................................................................... 213
University : Brawijaya University Indonesia and NPUST, Taiwan ... 213
Hobbies : Reading book and playing badminton. ........................... 213
Email : zainur_rafiqi@yahoo.co.id. ........................................... 213
xi
LIST OF TABLE
Table 2.1. Summary the Antecedents of Customer Satisfaction ............... 24
Table 2.2. Summary of Customer Relationship Management (CRM)
Definitions ............................................................................. 28
Table 2.3. Summary of Customer Relationship Management (CRM) Sub-
Dimensions ............................................................................ 32
Table 2.4. Summary of Innovation Capability Definitions....................... 34
Table 2.5. Summary of Innovation Capability Sub Dimensions .............. 37
Table 2.6. Summary of Corporate Image Definitions .............................. 39
Table 2.7. Summary of Corporate Image Sub Dimensions ...................... 42
Table 2.8. Summary of Corporate Social Responsibility (CSR) Definitions
.............................................................................................. 44
Table 2.9. Summary of Corporate Social Responsibility (CSR) Sub
Dimensions ............................................................................ 47
Table 2.10. Summary of Ethical behavior Definitions ............................. 49
Table 2.11. Summary of Ethical Behavior Sub Dimensions .................... 52
Table 2.12. Summary of Customer Satisfaction Definitions .................... 55
Table 2.13. Summary of Customer Satisfaction Sub Dimensions ............ 60
Table 2.14. Summary of Customer Loyalty Definitions .......................... 62
Table 2.15. Summary of Customer Loyalty Sub Dimensions .................. 65
Table 2.16. Empirical Research ............................................................... 69
Table 3.1. Construct, Dimension, and Measuring Item Customer Relationship
Management (CRM) .............................................................. 86
Table 3.2. Construct, Dimension, and Measuring Item Innovation Capability
.............................................................................................. 87
Table 3.3. Construct, Dimension, and Measuring Item of Corporate Image
.............................................................................................. 88
xii
Table 3.4. Construct, Dimension, and Measuring Item Corporate Social
Responsibility ........................................................................ 89
Table 3.5. Construct, Dimension, and Measuring Item of Ethical Behavior
.............................................................................................. 91
Table 3.6. Construct, Dimension, and Measuring Item Customer satisfaction
.............................................................................................. 92
Table 3.7. Construct, Dimension, and Measuring Item Customer Loyalty
.............................................................................................. 94
Table 3.8. Guidelines for determining the customer quotas for each bank
.............................................................................................. 97
Table 3.9. The Standard Estimation of Overall Model Fit ....................... 103
Table 4.1. Data Collection and Return Rate............................................. 108
Table 4.2. Summary Sample Characteristics of Bank Customer .............. 114
Table 4.3. Reliability (Cronbach's α) of CRM ......................................... 115
Table 4.4. Reliability (Cronbach's α) of Innovation Capability ................ 116
Table 4.5. Reliability (Cronbach's α) of Corporate Image. ....................... 117
Table 4.6. Reliability (Cronbach's α) of CSR .......................................... 118
Table 4.7. Reliability (Cronbach's α) of Ethical Behavior........................ 119
Table 4.8. Reliability (Cronbach's α) of Customer Satisfaction ............... 120
Table 4.9. Reliability (Cronbach's α) of Customer Loyalty ...................... 121
Table 4.10. Observed Variable in Structural Equation Model .................. 123
Table 4.11. The Initial of Measurement Model ........................................ 126
Table 4.12. The Revised of Measurement Model Fit Result .................... 127
Table 4.13. Scale Composite Reliability Analysis ................................... 128
Table 4.14. Convergent Analysis Result .................................................. 129
Table 4.15. Correlation Coefficient between Variables ........................... 130
Table 4.16. Innovation Capability and Customer Satisfaction Discriminant
Validity................................................................................ 131
xiii
Table 4.17. Innovation Capability and Customer Loyalty Discriminant
Validity................................................................................ 132
Table 4.18. Customer Satisfaction and Customer Loyalty Discriminant
Validity................................................................................ 132
Table 4.19. Total Variance Explained ..................................................... 133
Table 4.20. Common Latent Factor Result .............................................. 137
Table 4.21. The Structural Model Fit Result ............................................ 139
Table 4.22. Goodness of fit and parsimony indices for structure model ... 140
Table 4.23. Structural Model Path Coefficient ......................................... 141
Table 4.24. T-Test Analysis of Gender .................................................... 142
Table 4.25. Age of customer ANOVA Result ......................................... 144
Table 4.26. Education Background ANOVA Result ................................ 145
Table 4.27. Profession ANOVA Result ................................................... 147
Table 4.28. Income Level ANOVA Result .............................................. 148
Table 4.29. Types of service/product ANOVA Result ............................. 150
Table 4.30. Getting information of the Bank ANOVA Result ................. 151
Table 5.1. The Finding of Hypothesis Analysis ....................................... 153
xiv
LIST OF FIGURES
Figure 3.1. Conceptual Framework ......................................................... 74
Figure 4.1. The Measurement Model ....................................................... 125
Figure 4.2. Common Latent Model.......................................................... 135
Figure 4.3. Measurement Model for CMV .............................................. 136
Figure 4.4. Structure Model ..................................................................... 138
Figure 4.5. Standardized Path Coefficient ............................................... 141

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