臺灣博碩士論文加值系統

本研究以探討各家銀行信用卡在市場飽和之下，顧客滿意度、顧客忠誠度與經營績效間之相關聯性。本研究採用質化方法研究，由於質化研究能得到豐富而且深入的資料。
研究實證結果發現：從顧客滿意度、顧客忠誠度與經營績效之相關聯性之中，訪談結果交叉比對分析發現，有買一送一優惠、現金回饋及滿額禮等共通的信用卡權益及行銷活動是有正相關係。培養及經營高貢獻度的信用卡顧客，則有助於提升發卡銀行的績效產能及簽帳金額。
有創意的金融商品及服務，更能吸引顧客上門，誰能洞燭先機，誰就能掌握商機，創意無限，商機無限。

關鍵字：信用卡、顧客滿意度、顧客忠誠度、經營績效

This study explores the correlation between customer satisfaction, customer loyalty, and business performance under the saturation of bank credit cards in the market. In this study, a qualitative method was used to study. Since qualitative research can provide rich and in-depth information,
The empirical results of the study found that:From the correlation between customer satisfaction, customer loyalty and business performance, the cross-comparison analysis of interviews found that there is a phase-in-a-promise, cash back-off, and full-price gift card sharing of common credit card rights and marketing activities. relationship. Cultivating and operating high-contribution credit card.
Creative financial products and services are more attractive to customers, who can get the chance to hold the opportunity, who will be able to grasp business opportunities, unlimited creativity, unlimited business opportunities.

Keywords: Credit Card, Customer Satisfaction , Customer Loyalty, Business Performance

目錄

封面內頁
簽名頁
中文摘要 iii
ABSTRACT iv
誌謝 v
目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 5
第一節 信用卡發展歷史 5
第二節 顧客滿意度之定義 11
第三節 顧客忠誠度之定義 13
第四節 經營績效之定義 15
第三章 研究方法 18
第一節 研究架構 18
第二節 訪問設計 18
第四章 研究結果與分析 20
第一節 發卡銀行提供服務與顧客滿意度分析 23
第二節 發卡銀行提供服務與顧客忠誠度分析 28
第三節 顧客滿意度與顧客忠誠度對經營績效分析 31
第四節 交叉分析 33
第五章 研究結論與建議 35
第一節 研究結論 35
第二節 研究建議 37
第三節 研究限制 38
參考文獻 40

 
圖目錄

圖1-1前五大銀行信用卡市佔率 1
圖1-2研究流程圖 3
圖3-1研究架構 18



 
表目錄

表2-1信用卡發展簡史歷程 6
表2-2顧客滿意度相關文獻 12
表2-3顧客忠誠度相關文獻 14
表2-4信用卡流通卡數 16
表2-5信用卡業務揭露資訊 17
表3-1訪談大綱 19
表4-1受訪者基本資料 20
表4-2受訪者男女比例 21
表4-3受訪者婚姻狀況比例 21
表4-4受訪者年齡比例 21
表4-5受訪者教育程度比例 21
表4-6受訪者職業比例 22
表4-7受訪者職務比例 22
表4-8受訪者持卡年資比例 22
表4-9發卡銀行提供服務與顧客滿意度分析彙整 23
表4-10發卡銀行提供服務與顧客忠誠度分析彙整 28
表4-11顧客滿意度與顧客忠誠度對經營績效分析彙整 32
表4-12受訪主題交叉比對分析表 34

參考文獻

中文部分:
郭一欣(2018)，服務品質對顧客忠誠度影響之地區差異-以台北市及高雄市星巴克為例，東吳大學商學院企業管理學系碩士班之碩士論文。取自http://hdl.handle.net/11296/p6m48v
楊福強(2018)，餐廳服務品質、顧客滿意度、轉換成本對顧客忠誠度之影響-以台中金典飯店為例，東海大學餐旅管理學系之碩士論文。取自http://hdl.handle.net/11296/tcremj

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網站部分：
財團法人聯合信用卡處理中心網站(https://www.nccc.com.tw/wps/wcm/connect/zh/home)
金融監督管理委員會全球資訊網網站(https://www.fsc.gov.tw/ch/index.jsp)