臺灣博碩士論文加值系統

面對銀行競爭日趨激烈，與加入WTO後，國外相關金融業進軍來台。台灣的金融業應如何因應成為重要課題。本研究針對金融業其中之信用卡產業，探討如何運用關係行銷與忠誠方案建立高顧客留存率。期能找尋信用卡產業成長的方式與因應策略。以提供發卡銀行之行銷策略的制定。
本研究目的為:
1、顧客對『使用經驗』的評價與『再惠顧意願』的關係為何。2、消費者具『再惠顧意願』時，是否會成為『忠誠回饋方案的會員』。3、探討若參與『忠誠回饋方案』後，是否會增加『顧客留存率』。4、人口統計變數在『使用經驗』、『再惠顧意願』、『忠誠方案』、『顧客留存率』有無差異。5、一般卡、聯名卡、認同卡的『使用經驗』、『再惠顧意願』、『忠誠方案』、『顧客留存率』有無差異。6、金融業如何運用關係行銷來增加顧客的留存率呢。
本研究採取便利抽樣，以問卷調查法搜集樣本資料。以關係品質與關係行衡量使用經驗。資料分析結果為:使用經驗較佳下亦有較佳的再惠顧意願(即關係品質與再惠顧意願呈正向關係，而關係行為與再惠顧意願亦呈正向關係)。而再惠顧意願較高時對於忠誠方案的參與意願較高。忠誠方案參與意願較高具有較高的顧客留存率。另外以多元迴歸進行自變數(使用經驗、再惠顧意願、忠誠方案)與依變數(顧客留存率)的迴歸分析時，發現再惠顧意願與忠誠方案具有預測力，而使用經驗對於顧客留存率的預測並不顯著。本研究以徑路分析法得到兩條徑路，路徑:1使用經驗→再惠顧意願→忠誠方案→顧客留存率。路徑2:使用經驗→再惠顧意願→顧客留存率。
因此整體而言使用經驗必須透過再惠顧意願與忠誠方案，才能藉此間接影響顧客留存率。行銷人員必須著力於有形忠誠方案與無形忠誠方案的平衡，並強化無形方案的價值，透過關係行銷的建立，帶動持卡人的滿意度進而提高顧客忠誠度。

Abstract
This research discussion credit card of financial industry how use relationship marketing and loyalty rewards program to build customer retention. Next phase is about this research’s primal result.
This research use relationship quality and relationship behavior to measure experience in this research.
(1)When customer have better experience which bring better repurchase intention. (Note: Relationship quality and relationship behavior have a positive effect on repurchase intention.)
(2)Customer’s loyalty rewards program’s participation is positively influenced by repurchase intention.
(3)Customer’s retention is positively influenced by loyalty rewards program’s participation intention.
(4)Repurchase intention and loyalty reward program could predict customer’s retention.
(5) Experience indirect influence customer’s retention by repurchase intention and loyalty rewards program.

目 錄
第一章 緒論………………………………..........…………………1
第一節 研究動機…………………………………………………………1
第二節 研究目的…………………………………………………………4
第三節 研究流程…………………………………………………………5
第二章 文獻探討………………………………………………..………6
第一節 關係行銷………………………………………………………..6
第二節 關係品質(Relationship Quality)與關係行為(Relationship Behavior) ………………………………………………………12
第三節 關係行銷觀點之顧客價值………………………………………18
第四節 忠誠方案(Loyalty reward program) ………….……………21
第五節 關係行銷應用於金融業之相關研究…………………………..25
第六節 信用卡相關文獻………………………………………………..27
第三章 研究方法…………………………………………………………37.
第一節 研究架構與假設………………………………………………..37
第二節 變數衡量與問卷設計…………………………………………..41
第三節 研究設計………………………………………………………..43
第四節 資料分析………………………………………………………..46
第四章 實證分析…………………………………………………………47
第一節 樣本回收情形、樣本結構、人口統計資料與持卡情形分析..47
第二節 問卷信度分析……………………………………………………57
第三節 建構效度分析……………………………………………………58
第四節 使用經驗、再惠顧意願、忠誠方案、顧客留存率間的影響..62
第五章 結論與建議……………………………………………………..72
第一節 研究結論與發現…………………………………………………72
第二節 行銷實務上的涵義……………………………………………..74
第三節 研究限制與未來研究建議……………………………………..78
附錄…………………………………………………………………………..79
一、 參考文獻………………………………………………………….79
二、 前測問卷………………………………………………………….84
三、 正式問卷………………………………………………………….87

（一）中文部分
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4、呂春榮，(民82)，「信用卡使用動機之研究」，成功大學企研所未出版碩士論文。
5、洪哲裕，(民87)，「信用卡行銷策略與信用評等」，輔仁大學應統所未出版碩士論文。
6、洪李竹，(民88)，「運用網際網路提升企業客戶價值－以個人電腦廠商為例」，政治大學科管所未出版碩士論文。
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8、徐堯年，(民89)，「銀行顧客類型、服務滿意度與關係導向之研究」，臺灣大學商學研究所未出版碩士論文。
9、程惠正，(民86)，「POS用戶與供應商之互動關係研究」，輔仁大學管研所未出版碩士論文。
10、黃朝魁，(民86)，「工業行銷之關係行為與關係品質的相關研究－以資訊電子製造業與紡織成衣業為例」，輔仁大學管研所未出版碩士論文。
11、馮鎮邦，(民89)，「建立顧客信任的服務行銷策略－以信用卡為例」，國立政治大學企研所未出版碩士論文。
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13、謝依靜，(民89)，「關係結合策略與關係績效關聯性之研究－以金融服務業為例」，臺灣大學商學研究所未出版博士論文。
14、簡志丞，（民88），「銀行業關係品質模式之研究」，大葉大學事經所未出版碩士論文。
15、劉素琴，(89)，「從關係價值與關係品質探討顧客忠誠度－銀行業之實證研究」，雲林科技大學企業管理技術研究所未出版碩士論文。
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