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研究生:黃惠媛
研究生(外文):Hui-yuan Huang
論文名稱:證券商網路下單服務品質與關係品質關聯性之研究
論文名稱(外文):The Effects of Service Quality on Relationship Quality in Online Stock Trading
指導教授:賴其勛賴其勛引用關係
指導教授(外文):Chi-shiun Lai
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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
畢業學年度:92
語文別:中文
論文頁數:95
中文關鍵詞:關係品質網路下單自助服務科技服務品質
外文關鍵詞:service qualitytechnology-based self-servicerelationship qualityonline stock trading
相關次數:
  • 被引用被引用:6
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  • 收藏至我的研究室書目清單書目收藏:11
服務品質自PZB(1985)建立量表以來,適合許多產業適用,但近年來由於資訊科技興起,且網路電子交易逐漸熱絡,尤其以證券金融業的電子商務更是一項資訊密集的產業,以往人與人面對面的服務接觸方式,現今也因網路電子交易的進步而產生了改變,科技已經介入服務接觸的過程。使得傳統PZB(1985)的服務品質量表已不適用,因此新的自助服務科技之服務品質成為目前學者探討的對象,本研究將以自助服務科技之服務品質為基礎,探討影響服務品質的因素與服務品質對於關係品質的影響。
此外,針對自助服務科技所探討的服務品質與關係品質中一起探討的則付之闕如;再則,針對此一議題尚無針對網路下單等線上電子交易之研究,因此本研究以網路下單為例,探討投資者與證券商所設置的網路下單系統與平台的關係。本研究係以網路下單投資者為對象以網路問卷型式發放,重要發現如下:
一、對於投資者與營業員的互動需求與服務品質的影響:在線上電子交易過程中,投資者對於傳統營業員的需求與對服務品質的關係呈現正相關,代表投資者除了自己操作網路下單功能外,亦認為營業員對投資者在處理證券交易的諮詢與服務中是被肯定且需要的。
二、對於服務品質與關係品質的影響:投資者經由網路下單所感受到的服務品質(可靠性、系統設計、資訊安全)對關係品質是正相關的,但就顧客化而言,根據研究結果,顧客化與關係品質構念呈現不顯著,代表在顧客化服務品質愈好,並無法證明顧客對於與證券商信賴、承諾與滿意的關係品質愈好。
Parasuraman, Zeithaml,and Berry(1885) established the service quality scale ,which was used in many industries. However, the information technology is growing up in recent years, especially in the securities companies and financial industries.Traditional service encounter by face to face is changing in online trading.Technology has been infused with service encounter. Therefore, the traditional service quality scale is not suitable in today.On the contrary, the new technology-based self-service is to be discussed by scholars.This study was based on the new technology-based self-service, and discussed the factors of influencing service quality and relationship quality.
Additionally,there are few studies related to the new technology-based self-service and relationship quality,especially in online stock trading.Therefore,this study was to understand how the investors consider the online stock trading website and trading system. In order to examine the above relationships, this research conducted an empirical study based on 242 respondents of the investors in Taiwan.The summary of salient findings are as follows:
1. The need for interactions has significant effects on service quality. However ,the service employees are important and positive to investors.
2. Besides the Customization construct, service quality has significant effects on relationship quality in most aspects.The investors can not build up long-term relationships with brokers.
目錄
第一章、緒論 1
1.1 研究背景及動機 1
1.2 研究對象與範圍 3
1.3 研究問題與目的 3
第二章、文獻探討 5
2.1證券業網路下單概況 5
2.1.1 網路下單券商的定義 5
2.1.2 國內網路下單概況 7
2.1.3 網路下單相關研究 12
2.2 自助服務科技相關文獻探討 13
2.2.1 自助服務科技的定義與概念 13
2.2.2 使用自助服務科技產品的態度 15
2.2.3 與服務人員互動的需求 19
2.3自助服務科技服務品質之文獻探討 20
2.3.1 自助服務科技服務品質之概念 20
2.3.2自助服務科技服務品質構面整理 25
2.3.3 服務品質之構面決定 27
2.3.4 服務品質文獻探討小結 29
2.4關係品質相關文獻探討 30
2.4.1 關係品質之概念 30
2.4.2 關係品質衡量模式 31
2.4.3 關係品質的構面探討 32
2.5 服務品質與關係品質的關係 33
第三章、研究方法 35
3.1研究架構 35
3.2 研究假設 36
3.3 研究變數之操作性定義 37
3.3.1自變數(Independent Variables) 37
3.3.2依變數(Dependent Variables) 37
3.4 問卷設計 38
3.5資料分析方法 41
第四章、實證分析結果 44
4.1 樣本分析 44
4.1.1問卷回收狀況 44
4.1.2樣本結構 44
4.2 信度分析 47
4.3探索性因素分析 50
4.4 驗證性因素分析 51
4.4.1影響服務品質因素之驗證性因素分析 52
4.4.2「網路下單服務品質」之驗證性因素分析 54
4.4.3「關係品質」之驗證性因素分析 56
4.5 整體結構模式之適合度分析 58
4.5.1本研究之整體結構方程模式 58
4.5.2整體模式適合度之檢定 61
4.6 LISREL整體模式關係分析 62
4.6.1 觀測變數與潛在變數關係之估計 62
4.7 LISREL整體結構模式與對立模式之比較 67
4.7.1 對立模式 67
4.7.2 模式比較 68
第五章、結論與建議 69
5.1 結論 69
5.2 管理意涵 71
5.3 研究貢獻 71
5.4 研究限制 72
5.5 後續研究建議 72
參考文獻 74
附錄一 問卷 82
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