民國90年7月9日，我國金融控股法公佈實施，金融行業進行大整併，銀行成為金控旗下之最大通路，在顧客及市場雙重需求的情況下，銀行的角色逐漸在轉變中，服務顧客在行員日常工作中的比重日漸提升，各金控旗下的行庫都在尋求能讓顧客滿意度提升的服務，因為在競爭激烈的市場中，惟有佔穩市場，保有顧客群，才能持續生存，創造利潤；而差異化服務正是提升顧客忠誠度的重要關鍵因素之一。因此，本研究為了解銀行在服務接觸的關鍵時刻中，那些服務是真正可以讓顧客感到符合其需求的項目，以人員、設施及過程做為接觸項目，透過顧客價值此一中介變項，與顧客行為意向做一聯結，以釐清服務接觸、顧客價值，對顧客滿意及顧客忠誠度之提升有無影響。
本研究主要以文獻及問卷調查進行研究，探討服務接觸、顧客價值對顧客行為意向之影響，根據Kotler（1991）所提出之服務接觸三大構面，以及Holbrook（1994）所提出的經驗觀點下之顧客價值，做為研究構面的理論依據，針對國內金控旗下之銀行行庫進行資料的蒐集與分析。
本研究以線性結構模式（SEM）為資料分析之主軸，利用LISREL進行衡量模式及因果模式之驗證，研究結果顯示，潛在外生變項（服務接觸）透過中介變項（顧客價值），確實具有間接影響潛在內生變項的效果，驗證結果：
1、 人員接觸對效率、尊敬、愉悅及心靈價值具有正向顯著之影響。
2、 設施接觸對效率、尊敬、美感、愉悅及心靈價值具有正向顯著之影響。
3、 過程接觸對效率、尊敬、美感、愉悅及心靈價值具有正向顯著之影響。
4、 效率、尊敬、美感、愉悅及心靈價值對顧客滿意具有正向顯著之影響。
5、 效率、尊敬、美感及愉悅價值對顧客忠誠具有正向顯著之影響。
6、 顧客滿意對顧客忠誠具有正向顯著之影響。
7、 人口特性之年齡對人員接觸、過程接觸、效率價值、愉悅價值、道德價值及心靈價值均具有顯著差異。

In order to survive in such a competitive market, one banks are trying to occupy the market, sustain their customer and finally making profit. Among those services, difference service is the key to improve customers satisfaction and loyalty. Hence, in this paper, we will focus our research on service encounters between financial assistants and customers. We will try to figure out the services that really meet customers need. Beside that, we will also study the duty of bank executive, facilities and the process of customers services. By setting customers value as an intervening variable, we try to figure out the cross-relationship between such variables and customers'' will. By doing so, we shall be able to study the effect of customer value and service encounters. This study will tell us, to certain extend, the impact on customers satisfaction and loyalty.
In this research paper, we will study journal extensively and conduct several survey with questionnaires. In this research paper, service encounters and customer value are our major concerns. Our question is, how far would the above mentioned services impact on customers'' orientation?
According to Kotler (2000), there are 3 major interfaces on customers services. Holbrook (1994) once suggested several issues on customer value base on his experience. In this research paper, we will use Kotler and Holbrook ideas as guidelines to study and analyze financial institutions nationally, especially the banking sector.
The data process is conducted with structural equation modeling with LISREL to proceed with structural model and causality fit measures. The results of this research shows that with customer value as the intervening variables, service encounters as exogenous latent variables, affects the endogenous latent variables indirectly. The findings are as below:
1. Bank excecutives encounters, Facilities encounters, process encounters have a positive effects on the efficiency, respect, delightedness and spiritual value.
2. the efficiency, respect, delightedness and spiritual value have a positive effects on customer satisfaction and loyalty.
3. Customers satisfaction has a positive effects on customer loyalty.
4. Customers of different ages affects its demand for staff encounters, process encounters, efficiency value, delightedness value, morality value and spiritual value.

論文中文摘要…………………………………………………………………Ⅰ
論文英文摘要…………………………………………………………………Ⅲ
表目錄…………………………………………………………………………Ⅶ
圖目錄…………………………………………………………………………Ⅹ
第一章 緒論…………………………………………………………………1
第一節 研究背景與動機……………………………………………….1
第二節 研究目的……………………………………………………….5
第三節 研究對象及研究範圍………………………………………….6
第四節 研究流程……………………………………………………….7
第二章 文獻探討……………………………………………………………..10
第一節　服務接觸……………………………………………………….10
第二節　顧客價值……………………………………………………….18
第三節　顧客滿意度…………………………………………………….32
第四節 顧客忠誠度…………………………………………………….37
第五節 金融服務業現況……………………………………………….41
第六節　服務接觸、經驗價值、顧客滿意度與顧客忠誠度之關聯….47
第三章　研究方法與設計……………………………………………………52
第一節　研究架構……………………………………………………….52
第二節　變數的操作性定義與衡量…………………………………….53
第三節 研究假說……………………………………………………….56
第四節 問卷與抽樣設計……………………………………………….57
第五節　資料分析方法………………………………………………….65
第四節　資料分析……………………………………………………………76
第一節　樣本人口統計變數分析……………………………………….76
第二節 信效度分析…………………………………………………….79
第三節 服務接觸、顧客價值單項變數之描述性統計分析…………87
第四節 因素分析………………………………………………………90
第五節 人口統計變數對萃取因素之差異性分析……………………98
第六節 線性結構模式分析……………………………………………99
第五章　結論與建議………………………………………………………...121
第一節 研究結論………………………………………………………121
第二節 管理意涵及建議………………………………………………128
第三節 研究限制………………………………………………………133
第四節 未來研究方向…………………………………………………134
參考文獻……………………………………………………………………...135
附錄…………………………………………………………………………...148
研究問卷……………………………………………………………………...157

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