臺灣博碩士論文加值系統

銀行業在現今變化多端的經濟環境下，該如何吸引消費者的關注，提供優質滿意的服務，並獲得有效的科學數據和分析，以此改善銀行業的面貌，為本研究之目的。為了了解和探索消費者的忠誠度類型，本研究以關係行為忠誠和關係態度忠誠度為指標來區分不同類型的消費者，依照消費者個人喜好認知水平的差異，研究不同消費者的忠誠度類型，根據統計結果，以關係行為忠誠和關係態度忠誠為指標，將顧客忠誠構建為四組不同類型，並依照不同的忠誠度分別命名為“絕對忠誠”和“高度忠誠”，“低度忠誠”，“冷漠忠誠“；再分析出此四種顧客類型對銀行業者不同的誠信、承諾以及滿意度認知，藉此提高客戶忠誠度的行為。因此，我們建議銀行應建立針對不同消費者忠誠度的關係品質－誠信、承諾以及滿意度認知，以獲得消費者的青睞，最終成為忠誠的顧客。

Banking in the face of changes in economic environment how to attract consumers’ attention in the case of limited resources and provide satisfactory service quality, how to get the valid scientific data and analysis on the industry. Therefore, the purpose of this study is to understand and explore, do distinguish between consumer loyalty and relationship behavior relationship attitudinal loyalty to distinguish different types of consumers, according to personal preferences awareness level differences as we examine the different loyalty degree types of consumers in the integrity, in order to improve customer for loyalty behavior.
According to the statistical findings, Relationship of acts of loyalty and relationship attitude loyalty construct four groups with differences in types of consumers, were named as “absolute loyalty” and “a high degree of loyalty”, “a low degree of loyalty”, “indifference loyalty”. Therefore, it is recommended that banking should be established for different consumers of the relationship, to obtain the trust of consumers, and ultimately consumers become loyal customers.

內容目錄
中文摘要 i
英文摘要 ii
誌謝辭 iii
內容目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 - 1 -
第一節 研究背景和動機 - 1 -
第二節 研究問題與目的 - 5 -
第三節 研究流程 - 8 -
第二章 文獻探討 - 12 -
第一節 從交易行銷到關係行銷 - 12 -
第二節 關係品質 - 17 -
第三節 顧客忠誠度 - 24 -
第三章 研究方法 - 32 -
第一節 研究架構 - 32 -
第二節 研究假說 - 35 -
第三節 問卷設計與研究方法 - 39 -
第四節 研究對象 - 45 -
第四章 研究結果 - 46 -
第一節 全國性與地區性銀行業介紹 - 46 -
第二節 樣本基本資料 - 48 -
第三節 信度分析與因素分析 - 54 -
第四節 台灣銀行業顧客忠誠度類型與屬性 - 61 -
第五章 結論與建議 - 73 -
第一節 研究成果 - 73 -
第二節 管理意涵 - 75 -
第三節 未來研究建議 - 77 -
參考文獻 - 78 -
一、中文文獻 - 78 -
二、英文文獻 - 79 -
附錄：研究問卷 - 83 -

一、中文文獻
王珍瑞(2002)，銀行經營策略對收益影響之研究，國立中山大學碩士論文。
余秀慧(2012)，探討旅館業消費者忠誠度之類型，中國文化大學碩士論文。
吳治富、吳錦錩(2009)，從消費者特性探討關係行銷活動對於顧客承諾、誠信與滿意度之影響－以香港旅行社顧客為例，2009當代管理論壇研討會，大業大學企業管理學系，彰化。
吳師豪(2004)，關係品質與關係結果之研究，國立臺北大學企業管理學系。
陳元方(2006)，臺灣地區航空公司顧客關係利益與忠誠度關係之研究，國立成功大學交通管理科學系。
陳永琦(2007)，金融控股公司對銀行業市場結構之影響。台灣金融財務季刊，第八輯第一期，頁29-42。
溫永松(2009)，值得信賴、信任、價值、滿意度與忠誠度關係之研究─以國際航空旅客為例，國立臺北大學博士。
蘇建勳(2005)，組織成員預期變革不確定性認知對工作涉入影響之研究，臺灣大學博士。

二、英文文獻
An, M. and Y. Noh (2009). "Airline customer satisfaction and loyalty: impact of in-flight service quality." Service Business 3(3): 293-307.
Morgan, R. M. and S. D. Hunt (1994). "The commitment-trust theory of relationship marketing." The Journal of Marketing: 20-38.
Armstrong & Kotler(2000). Marketing: An Introduction, 5th ed. Upper SaddleRiver,NJ: Prentice Hall,109-113.
Berman, B. (1996). Marketing channels. New York: Wiley, 205.
Berry &Parasuraman(1991). Marketing Services;Competing Through Quality,1sted.New York.;Pressima Inc.
Berry, L. L. (1995). Relationship marketing of services growing interest, emergingperspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
Bitner, Mary, J.,(1995). “Building service relationships: It＇s all about promise,”Academy of Marketing Science, 23(4), 246-251.
Carman, J. M. (1990). “Consumer perceptions of service quality：an assessment of the SERVQUAL dimensions,”Journal of Retail-ing, Vol.66, No.1, p.33-55.
Chaudhuri A. Holbrook M.B. The chain of effects from brand trust and brand affect to brandperformance: The role of brand loyalty. Journal of Marketing 2001; 65 (April): 81-93.
Chien, C. S., &Moutinho, L. (2004). Beyond Relationship Marketing, MarketingMind Prints, edited by Philip J.K... New York, Pal-grave, MacMilian.
Chien, Charles S. &Moutinho, Luiz (2004). “Beyond Relationship-Marketing”,Marketing Mind Prints, edited by Philip J. Kitchen, PALGRAVEMACMILIAN,NEW YORK.
Cronin, J., Brady, M. &Hult, G. (2000), Assessing the effects of quality value andcustomer satisfaction on consumer behavioural intentions in serviceenvironments, Journal of Retailing, 76(2), pp. 193-218.
Day, G., 1969. A two-dimensional concept of brandloyalty. Journal of Advertising Research 9, 29-35.
Deming, W. E. (1982). Quality, Productivity, and Competitive Posi-tion, MIT Press,Cambridge, MA.
Dick, A. and Basu, K., 1994. Customer loyalty: towardsan integrated framework. Journal of the Academy of Marketing Science 22 (2), 99-113.
Dodds, W. B. & Monroe, K. B. (1985). The effect of brand and price information onsubjective product evaluations, Advances in Consumer Research, 12, pp. 85-90.
Dolnicar, S &Grun, B, Challenging "Factor-Cluster Segmentation", Journal of Travel Research, 47(1), 2008, 63-71.
Doney, P. M. and Cannon, J. P. (1997), “ An Examination Of the Nature of TrustinBuyer-Seller Relationships,” Journal of Mar-keting, Vol. 61, pp.35-51.
Evans, J.R., & R.L. Laskin (1997), "The Relationship Marketing Process: AConceptualization and Application, "Industrial Marketing Management, Vol.23,439-452.
Gronroos, C. (1990), Relationship Approach to Marketing in Servic-Context: The Marketing and Organizational Behavior Interface, Journal of Business Research,January, pp. 5-8.
Gronroos, Christian, (1982). “An Applied Service Marketing Theory,” EuropeanJournal of Marketing, 16(7): 30-41.
Haywood-Farmer, J. (1988). A conceptual model of service quality. InternationalJournal of Operations and Production Manage-ment, 8,19-29.
Howe,C. Z., &Rancourt,A. M.(1990). The importance of definition of selected concepts for leisure inquiry. Leisure Sciences, 12, 395-406.
Jackson, B. B. (1985). Winning and Keeping Industrial Customers: The DynamicsofCustomer Relationships. MA: D.C. Heath and Company.
Javalgi, RG and CR Moberg.1997. Service loyalty: implications for service providers. TheJournal of Services Marketing 11 (3): 165-179.
Jones, T. O. & W. E. Jr. Sasser (1995), “Why Satisfied Customer Defect,” HarvardBusiness Review, Vol. 73, No. 6, pp. 88-99.
Juran, J. M. (1989). “Universal approach to managing for quali-ty,” ExecutiveExcellence, Vol.6, No.5, pp.15-17.
Kolter, P. (1992). Marketing’s new paradigm: what’s really happening out there.
Kolter, P. (1997). Marketing Management: Analysis, Planning, Im-plementation, and Control. New Jersey: Prentice Hall Interna-tional.
Kotler, P. (2003), Marketing management. Canada: Pearson Educa-tion.
Landrum, H., & Prybutok, V. R. (2004). A service quality and success model for theinformation service industry. European Journal of Operational Research, 156,628-642.
Morgan, M. R., & Hunt, D. S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Morgan, R. M. & Hunt S. D. (1999), “Relationship-Based Competi-tive Advantage: The Role of Relationship Marketing in Mar-keting Strategy.” Journal of Business Research, Vol. 46, pp.281-290.
O'Driscoll, A. & Murray, J. A. (1998). “The changing nature of theory and practice inmarketing: on the value of synchrony”, Journal of Marketing Management, Vol.14 No. 5, pp.451-464.
Oliver, R.L (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: Irwin/McGraw-Hill.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptu-al model ofservice quality and its implications for future re-search. Journal of Marketing, 49,41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: Amultiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing, 64(1), 12-40.
Rauyruen, Papassapa, Miller, Kenneth E.(2007).Reltionship Quality as a Predictor of B2B Customer Loyalty.Journal of Business Research,60,21-31.
Ravald, A., & Gronroos, C. (1996). The value concept and relation-ship marketing. European Journal of Marketing, 30(2), 19-30.
Reichheld FF &Sasser WE, 1990, Zero Defections: Quality Comes to Services, Harvard Business Review, September-October, 105-111
Singh, Jagdip and Deepak Sirdeshmukh (2000), "Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judg-ments," Journal of the Academy of Marketing Science, 28 (1), 150-167.
W. J. Reinartz and V. Kumar (2002), “The Mismanagement of Cus-tomerLoyalty.” Harvard Business Review, 80 (July), pp. 86–94.
Zeithaml, V. A., Berry, L. L. &Parasuraman, A. (1996), The behav-ioral consequencesof service quality, Journal of Marketing, 60(2), pp. 31-46.
Zinkhan, G. M. (2003). Advertising Research: The Internet, Consumer Behavior, &Strategy. Chicago: American Marketing Association.
Jones, T. O. (1996). Why satisfied customers defect. Journal of man-agement in engineering, 12(6), 11-11.
Gilbert, D. (1996). "Relationship marketing and airline loyalty schemes." Tourism Management 17(8): 575-582.