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研究生:徐堯年
研究生(外文):Steven Shiu
論文名稱:銀行顧客類型、服務滿意度與關係導向之研究
指導教授:練乃華練乃華引用關係
指導教授(外文):Nai-Hwa Lien
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2000
畢業學年度:88
語文別:中文
論文頁數:82
中文關鍵詞:關係行銷銀行服務業
外文關鍵詞:Relationship MarketingBankService
相關次數:
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論文摘要
論文名稱:銀行顧客類型、服務滿意度與關係導向之研究
校所組別:國立台灣大學商學研究所
指導教授:練乃華 博士
研 究 生:徐堯年
基於市場區隔理論,無論行銷方式如何演變,將客戶分為適當的集群將有助於獲利的提昇、成本的降低。有鑑於此,本研究將探討本地銀行業者在推動關係行銷的過程中,如何找出適合關係行銷的公司戶。
本研究透過集群分析,將公司戶就關係現狀分為三群公司,分別探討其關係導向,再利用鑑別分析找出適合的區別變數,本研究得到的結論如下:
1. 對銀行滿意程度高的公司其依賴程度也會較高,而三群公司在滿意與依賴程度上有著顯著的差異。
2. 對銀行有較高滿意及依賴的公司,其在信任、承諾及未來繼續的往來意願上也會有較高的表現,亦即關係現狀與關係導向有正相關。
3. 本研究找出的區別變數有三:整體業務往來比例、實體服務的重要性及價格的重要性。
ABSTRACT
Based on the theory of market segamation, it is still very helpful for making profit and decreasing the cost through seperating customers into the proper groups no matter how the marketing model changing. However, this reaserch will focus on how local banks reach the corporate accounts that are suitable for relationship marketing in the processing of promoting.
This reasch will use the cluster analysis to separate corporate accounts into three groups according to their current relationship status, and discuss their relationship orientation. Then, trying to find out the discriminant factors with discriminant analysis. The conclusion as follows:
1. The company with higher satisfication in bank’s service has higher degree of dependence. There exits significant differencial between those three groups in satification and degree of dependence.
2. The company with both higher satisfication and degree of dependence in bank’s service has higher willingness in trust, commitment and continuing the relationship. That is, there is positive correlation between relationship status and orientation.
3. This research finds out three discriminant factors: the proporation of business with the bank, the importance of physical service, and the importance of pricing.
目錄
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第二章 文獻探討 5
第一節 關係行銷 5
第二節 關係現狀 8
第三節 顧客關係導向 15
第四節 關係現狀與關係導向 25
第五節 關係現狀的影響因素 32
第三章 研究方法 37
第一節 研究架構 37
第二節 研究對象 38
第三節 問卷設計 42
第四節 分析方法 44
第四章 研究發現 46
第一節 關係現狀各構念之因素分析 46
第二節 公司分群-以關係現狀為基礎 48
第三節 各集群關係導向比較 49
第四節 各集群公司之鑑別分析 54
第五章 結論與建議 63
第一節 研究結論 63
第二節 討論 65
第三節 對後續研究者的建議 68
第四節 對實務界的建議 69
第五節 研究限制 70
表次
表2-1:交易的連續性 6
表2-2:市場佔有率 V.S. 顧客滿意 27
表3-1:問卷發放過程彙總表 40
表3-2:有效樣本中各產業之比例 40
表3-3:各地區有效樣本數 41
表3-4:資本額對地區的分布 41
表3-5:衡量承諾之題號及出處 42
表3-6:衡量信任之題號及出處 42
表3-7:衡量依賴及繼續往來的意願之題號及出處 43
表4-1:公司對銀行滿意度之探索性因素分析組成成分 46
表4-2:公司對銀行滿意度因素分析彙總表 47
表4-3:依賴程度之因素結構 48
表4-4:各群之滿意程度與依賴度 49
表4-5:情感承諾之因素結構 50
表4-6:計算承諾之因素結構 51
表4-7:對於銀行信任之因素結構 52
表4-8:對於行員信任之因素結構 52
表4-9:對於繼續往來意願之因素結構 53
表4-10:各群之情感承諾、計算承諾、信任與繼續往來意願 54
表4-11:公司知覺銀行服務重要性之探索性因素分析組成成分 55
表4-12:公司知覺銀行服務重要性因素分析彙總表 55
表4-13:公司資本額分配表 56
表4-14:三集群鑑別分析結果彙總表 57
表4-15:典型的鑑別方程式 57
表4-16:鑑別方程式之迴歸係數 57
表4-17:預測群體對原始群體的準確率 58
表4-18:各群在區別變數的平均值 58
表4-19:區別變數兩兩集群間比較之差異顯著程度(P值) 59
表4-20:各群之各項業務往來比例 60
表4-21:各群於各項業務往來比例兩兩比較後之差異顯著程度(P值) 61
圖次
圖2-1:顧客滿意/不滿意的以經驗為基礎之準則模型 10
圖2-2:關係影響模型 11
圖2-3:買賣雙方關係的假想領域 14
圖2-4:滿意程度之因果關係的認知模式 26
圖2-5:公司收益來源 27
圖2-6:短期導向顧客之中介模型 28
圖2-7:長期導向顧客之中介模型 29
圖3-1:研究架構 37
圖3-2:資料分析流程圖 44
參考文獻
中文部分
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2. 簡志丞著,銀行業關係品質模式之研究,大葉大學事業經營研究所未出版碩士論文,民國88年6月。
英文部分
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