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研究生:湯明真
研究生(外文):Ming-jen Tang
論文名稱:商業銀行企業形象認知差距與經營績效關係之探討
論文名稱(外文):A Study of Relation Between of Corporate Image of Perception Gap and Business Performance in Banking
指導教授:王精文、胡勝益
指導教授(外文):Ching-Wen Wang、S.Y. Hu
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理科學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1994
畢業學年度:82
語文別:中文
論文頁數:126
中文關鍵詞:企業形象認知差距經營績效
外文關鍵詞:Corporate ImagePerception GapBusiness Performance
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此研究的目的是在探討企業形象的認知差距及企業形象與銀行經營績效的
關係。本研究以台中市的33家商業銀行為研究客體,各銀行的員工﹑客戶
為受測對象,採便利配額抽樣法,每家銀行分別抽取20位員工﹑15位的銀
行公司戶及15位的銀行個人戶,自變項為37題的形象構面要素,應變項則
採用財務指標和組織承諾指標以評估銀行經營績效,研究結果顯示:一﹑
企業形象的構面因素:客戶所知覺的企業形象構面因素依次為信譽安全因
素﹑作業效率因素﹑價格因子因素﹑熱心周到因素﹑地點便利因素﹑專業
創新因素;而員工所知覺的形象構面因素分別是效能服務因素﹑經營眼光
因素﹑業務效率因素﹑價格理念因素﹑據點便利因素。二﹑客戶和員工所
知覺形象的認知差距:客戶和員工對所有形象屬性的知覺水準,均有顯著
差異存在,彼此之間有相當大的認知差距。三﹑銀行企業形象與銀行經營
績效的關連性1.客戶知覺的企業形象與銀行財務績效的關係:僅在「信譽
安全因素」上,各群在放款金額上有顯著差異,在其他構面因素上,則無
明顯的差異。2.員工知覺的企業形象與組織承諾的關係:形象高分群和形
象低分群在組織承諾績效表現上,皆有顯著差異。

The purpose of this research is to understand the perception
gap between corporate image and its relationship with the
busine ss performance of banks.The sample used includes 33
commercial b anks,and we make a survey of the employees and
customers of thes e banks.As a convenient method,we sample 20
employees,15 corpora te customer and 15 individual customers in
each bank.The indepen dent variables come from 37 questions
which mention about image factor and the dependent variables
are financial index and organ ization committee index that are
used to evaluate business perfo rmance.Three conclusions are
drawn after analyzing those questio nnaires: (1)The corporate
image factor which customers perceive can b e arrayed
sequentially as credit factor,operation efficiency fac tor,
price factor,enthusiastic factor,geographical convenience fa
ctor and profession innovation factor.The corporate image
factor that bank employees perceive are service effectiveness
factor,b usiness corporate policy factor,operation efficiency
factor,pric e factor and geographical convenience factor.
(2)Significant differences exist between the bank employees and
customers in perception of corporate images. (3)The
relationships between the corporate image and the bus iness
performance are as follows:a.There are significantly diffe
rence in loan numbers in credit factor,but no difference in
otho r factors. b.The high score group and low score group in
corpora te image are significanly different with respect to
organization committee performance.

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