跳到主要內容

臺灣博碩士論文加值系統

(34.204.169.230) 您好!臺灣時間:2024/02/28 08:29
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:呂崇銘
研究生(外文):Chung-Ming Lu
論文名稱:銀行保險服務品質與顧客購後行為意圖之研究
論文名稱(外文):A Study of Bancassurance Service Quality and Customer Post-Purchase Intention
指導教授:賴本隊賴本隊引用關係陳建勝陳建勝引用關係
指導教授(外文):Pen-Tui LaiJian-Shen Chen
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:保險金融管理系碩士班
學門:商業及管理學門
學類:風險管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:95
語文別:中文
論文頁數:83
中文關鍵詞:銀行保險服務品質滿意度服務價值購後行為意圖
外文關鍵詞:Bancassuranceservice qualitysatisfactionservice valuePost-Purchase Intention
相關次數:
  • 被引用被引用:59
  • 點閱點閱:1521
  • 評分評分:
  • 下載下載:451
  • 收藏至我的研究室書目清單書目收藏:9
摘 要
在法令開放及銀行本身經營環境丕變之下,藉由行銷保險不但可提供客戶多元金融服務,亦可為銀行創造手續費收入,銀行保險已成為金融機構的重要業務之ㄧ;然保險商品多為長期契約,銷售完成即服務責任的開始,銀行必須與客戶保持長期的互動與售後服務。根據Grant and Schlesinger(1995)的研究顯示,廠商開發新顧客的成本約為維繫現有顧客成本的5倍。企業若能減少5﹪的顧客流失率,則可將利潤提高25﹪~ 85﹪(Reichheld 及Sasser,1990)。因此了解客戶購買後之行為意圖及其影響因素間的關聯性,實有助於行銷績效之提升及服務策略之擬定。
本文參考Cronin et al. (2000)所實證之研究模式,以台中地區20歲以上曾經購買銀行保險的民眾為研究對象,進行問卷調查,並以結構方程模式為主要分析方法,經實證分析後獲得以下結果:1.服務品質對服務價值有顯著的正向相關。2.服務品質對滿意度有顯著的正向相關。3.服務價值對滿意度有顯著的正向相關。4.滿意度對行為意圖有顯著的正向相關。5.服務品質對行為意圖無顯著的正向相關。6.服務價值對行為意圖無顯著的正向相關。實證結果與Cronin et al. (2000)所實證之研究模式並不完全相同,但與其所提出之滿意模式獲致相同結果。研究結果顯示滿意度是影響顧客購後行為的決定性因素,服務品質與服務價值是其前因。

關鍵字:銀行保險、服務品質、滿意度、服務價值、購後行為意圖
Abstract

In the opening environments, selling insurance products offer the diversified financial service and make a lot of service charge. The Bancassurance becomes the important one of the official functions. The insurance products are long-term contract. The finish of selling is the beginning of a responsibility. According to the study of Grant and Schlesinger (1995), the cost of finding new customers is 5 times to keep the old customers. If the companies decrease 5% lost ratio, and then will arise 25%~85%profit. It is helpful to understand the relationship of customers post-purchase intention and the factors for upgrading marketing effects and maping out service strategy.
This thesis refers to the study model of Cronin et. al (2000).The research by collecting the questionnaire data of the people in Taichung older than 20 who ever buy Bancassurance, analyze the results by Structural Equation Modeling. This research has got following results: 1.Postive relationship reflected by service quality and service value. 2.Postive relationship reflected by service quality and satisfaction. 3.Postive relationship reflected by service value and satisfaction. 4.Postive relationship reflected by satisfaction and intention.5. Non-Postive relationship reflected by service quality and intention. 6.Non- Postive relationship reflected by service value and intention.
The results are not as same as the ones of Cronin et. Al (2000), but similar to the satisfaction model. It shows the satisfaction is the decisive factor of customer post-purchase intention. The antecedents are service quality and service value.
Key words: Bancassurance、service quality、satisfaction、service value、Post-Purchase Intention
目 錄
中文摘要............................................................................................................... I
Abstract................................................................................................................. II
誌謝...................................................................................................................... III
目錄...................................................................................................................... IV
表目錄.................................................................................................................. VI
圖目錄................................................................................................................ VIII
第一章 緒論.........................................................................................................1
第一節 研究背景...........................................................................................1
第二節 研究動機...........................................................................................4
第三節 研究目的...........................................................................................4
第四節 研究流程與架構...............................................................................5
第五節 研究限制...........................................................................................7
第二章 文獻回顧..................................................................................................8
第一節 銀行保險相關文獻...........................................................................8
第二節 服務品質相關文獻探討................................................................ 12
第三節 顧客服務價值的定義與衡量........................................................ 17
第四節 顧客滿意度的定義與衡量............................................................ 20
第五節 購後行為意圖相關文獻.................................................................22
第六節 服務品質、服務價值、滿意度、購後行為意圖相關性及關係模式.....................................................................................................25
第三章 研究設計與方法................................................................................... 29
第一節 研究架構與假設............................................................................ 29
第二節 研究變數定義與問卷結構............................................................ 31
第三節 問卷調查........................................................................................ 34
第四節 資料分析方法................................................................................ 36


第四章 資料分析與結果................................................................................... 45
第一節 問卷回收樣本資料分析................................................................ 45
第二節 信度效度分析................................................................................ 50
第三節 變異數分析及Scheffe事後檢定.................................................... 52
第四節 結構方程模式分析........................................................................ 58
第五章 研究結論與建議................................................................................... 69
第一節 研究結論........................................................................................ 69
第二節 研究建議........................................................................................ 72
第三節 後續研究建議................................................................................ 73
參考文獻............................................................................................................. 75
附錄 研究問卷................................................................................................81




















表目錄

表1-1 本國一般銀行存放款加權平均利率........................................................3 表2-1 我國銀行保險發展模式...........................................................................11
表2-2 銀行保險新契約保費收入與佔率.......................................................... 12
表2-3 PZB之SERVQUAL評量構面................................................................16
表2-4 PZB 衡量行為意圖的構面..................................................................... 24
表3-1 問卷結構與內容..................................................................................... 33
表3-2 問卷發放分配表..................................................................................... 35
表3-3 SEM 模式之變數名稱對照表............................................................. 39
表3-4 SEM 模式整體適配度指標衡量標準表............................................. 44
表4-1 問卷發放及回收統計表......................................................................... 45
表4-2 有效樣本之人口統計變數分配表......................................................... 47
表4-3 各單項變數平均數及標準差................................................................. 49
表4-4 各構面及其因素問項信度..................................................................... 51
表4-5 性別對各構面變異數分析..................................................................... 53
表4-6 性別對服務品質有形性構面之差異檢定............................................. 53
表4-7 婚姻對各構面變異數分析..................................................................... 54
表4-8 年齡對各構面變異數分析..................................................................... 54
表4-9 教育程度對各構面變異數分析.............................................................. 55
表4-10職業對各構面變異數分析.................................................................... 56
表4-11家庭所得對各構面變異數分析............................................................ 57
表4-12購買險種對各構面變異數分析............................................................ 58
表4-13 觀察變項態勢與峰度分配表............................................................... 60
表4-14 假設模式變項參數估計表................................................................... 61
表4-15 設模式整體適配度指標衡量結果彙總表............................................62


表4-16 修正模式整體適配度指標衡量結果彙總表....................................... 64
表4-17 結構模型變項參數估計表-修正模式.................................................. 66
表4-18研究假設彙整表.................................................................................... 67
























圖目錄
圖 1-1 研究流程圖..............................................................................................5
圖 2-1 服務選擇過程之認知價值.................................................................20 圖 2-2 顧客滿意衡量........................................................................................22
圖 2-3 消費者購買評價模式........................................................................... 23
圖 2-4 Cronin et al. (2000)之研究模式.............................................................27
圖 3-1 研究架構圖........................................................................................... 30
圖 3-2 本研究模式之結構方程模式路徑圖....................................................39
圖 3-3 SEM 分析步驟路徑圖..........................................................................40
圖 4-1 假設結構模式路徑................................................................................62
圖 4-2 修正後結構模式路徑圖....................................................................64
參考文獻:
ㄧ、中文部份
1.方世榮(1991)。服務業營銷管理。台北:書泉。
2.王碧媜(1999)。消費動機、服務品質與購後行為關係之研究─以大學推廣教育為例。碩士論文,中正大學企業管理研究所,未出版,嘉義。
3.王保進(2004)。多變量分析(初版)。台北:王保進。
4.余慎美(2000)。「我國銀行跨業兼營保險之態度與現況研究」。碩士論文,逢甲大學保險研究所,台中。
5.周文賢 吳金潮(1996)。碩士論文撰寫方法(初版)。台北:華泰。
6.吳萬益 林清河(2002)。行銷研究(初版)。台北:華泰。
7.林君威(2000)。「淺談銀行與保險業之結合」。彰銀資料,第49 卷, 第8 期,pp.1-11。
8.侯受君,「銀行保險一體化四階段業者腳步快過法令」,
http://www.imnews.com.tw/newslib/20000701/market3.htm(2000.7)。
9.涂家速(2001.6)。我國銀行保險行銷組合應用之研究。碩士論文,靜宜大學企業管理學研究所,台中。
10.凌氤寶(1999.6),保險業跨業經營之研究,pp.5-21。
11.張文武譯(2000.11),Nadege Genetay & Philip Molyneux, Bancassurance 著。銀行保險。財團法人保險事業發展中心。
12.張瑩瑛(2002.12)。「魏寶生:這時候互相尊重很重要」,Advisers 財務顧問,第164 期,p.72。
13.許碩芬、王俊豪(1998.12)。保險專刊第54輯。
14.邱皓政(2003)。結構方程模式:LISREL的理論技術與運用(初版)。台北:雙葉。
15.曾柔鶯(1998.5)。現代行銷學。台北:華泰,p.66。
16.曾真真(2001)。服務品質與再購意願之實證研究--以壽險業為例。環球技術學院學報,第1 期,pp.69-80。
17.黃俊英(1996)。企業研究方法。台北:東華。
18.黃清文(2002.6),金融保險化後顧客購買銀行保險之購買意願研究---以服務品質觀點觀之。碩士論文,靜宜大學企業管理研究所,台中。
19.黃芳銘(2003)。結構方成模式理論與應用,台北:五南。
20.郭德賓(1999)。「服務業顧客滿意評量模式之研究」。博士論文,中山大學企業管理研究所。
21.陳建勝、呂兆文、陳美菁、朱瑞淵、呂明哲,(2002),「統計學-商業與管理的應用」,智高。
22.蔡美卿(2000),我國銀行業經營保險業之研究。碩士論文,實踐大學企業管理研究所。
23.謝坤民(1999)。銀行業兼營保險業務之探討。保險資訊,第161期,pp.18-24。
35.謝耀龍(1993),基本行銷學:觀念與實務,初版,台北:華泰,pp.142-254。
24.蘇雲華(1995)。「服務品質衡量方法之比較研究」。博士論文,中山大學企業管理研究所。
25. 黃鵬飛譯(2002),服務行銷,台北:麥格羅希爾,譯自
Valarie A. Zeithaml ,Mary Jo.Bitner。
二、英文部分
1.Bearden, W.O. and Teel, J.E.(1983), “ Selected determinants of consumer
satisfaction and complaint reports. ” Journal of Marketing Research, Vol.20.
2.Boulding, W. K. A., Staelin, R., & Zeithaml,V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30, pp.7- 27.
3.Bitner, M.J. (1990).”Evaluation Service Encounters: The Effects of Physical Surroundings and Employee Responses” , Journal of Marketing, Vol.54,(April):pp.69-82.
4.Bolton , R.N. and J.H. Drew. (1991). ”A Multistage Model of Consumersssessments of Service Quality and Value ”, Journal of Consumer Research,Vol.17 ,(March):pp.375-384.
5.Carman , J.M., (1990).”Consumer Perceptions os Service Quality :An Assessment of the SERVQUAL Dimensions ”, Journal of Retailing ,Vol.66, No1 (Spring ) :pp.33~35.
6.Cronin, J. Joseph, Jr. & Steven A. Taylor, 1992, “Measuring Service Quality:A Reexamination and Extension “ , Journal of Marketing, 56,pp.55-68.
7.Cronin, J. J., Brady, M. K., Brand, R. R., Hightower, R., & Shemwell D. J. (1997). A Cross-Sectional Test of the Effect and Conceptualization of Service Value. The Journal of Services Marketing, 11, pp.375-391.
8.Cronin, J. Joseph Jr., Michael K. Brady, and G. Tomas M. Hult (2000),
“Assessing The Effects of Quality, Value, and Customer Satisfaction On
Consumer Behavioral Intentions In Service Environments”, Journal of Retailing,Vol.76(2), pp.193-218.
9.Churchill, G. A.,Jr. & C. Surprenant, 1982, “An investigation into the determinants of customer satisfaction. “, Journal of marketing research , 19, pp.491-504.
10.Crosby, P. B., 1979, Quality is Free: The Art of Marking Quality Certain, New York: New American Library.
11.Day, R. L. (1977). Extending the concept of consumer satisfaction, Atlanta: Association of Consumer Research, 4(2), pp.149-154.
12.Daniel, J. P. (1995), Les Enjeux de la Bancassurance, second edition, Pairs : Editionsde Verneuil.
13.Elkington, W. (1993), Bancassurance, Chartered Building Societies
Institutions Journal, March,pp.2-3.
14.Fishbein, M. and I. Ajzen(1980), Understanding Attitudes and Predicting Social Behavior, Prentice-Hall Inc
15.Fornell, C. (1992),”A National Customer Satisfaction Barometer:The Swedish Experience”, Journal of Marketing , Vol .55(January):pp.1-21.
16.Grant, Alan W.H. and Leonard A. Schlesinger (1995), “Realize Your Customers’Full Profit Potential,” Harvard Bussiness Review, Vol. 73 (4), pp. 59-72.
17.Garvin, D. A., 1987, “ Competing on the Eight Dimensions of Quality”, Harvard Business Review, 65(6), pp.101-109.
18.George Strange, 1999 ”Bancassurance and Direct Marketing”, LIMRA’S
Marketfacts, SEP/OCT.
19.Howard, John A. and Jagdish N. Sheth (1969), The Theory of Buyer Behavior,Wiley, New York.
20.Huizinga, H. (1993), The Insurance: An Ideal Combination?,
18 June, London.
21.Juran, J.M. (1986).”Universal Approach to Managing for Quality” , Quality Progress . pp.19-24.
22.Loudon, David L. & Albert J. Della Britta, Consumer Behavior-Concepts and Applications, 2nd ed., New York: Mc-Graw Hill, 1984.
23.Leale-Green, H. and Bloomfield, J. (1994), Bancassurance: The
Shape of Things to Come, Post Magazine, 23 June,pp. 16-19.
24.Morton, John and Melanie E. Rys, “Price Elasticity Prediction: New Research Tool for the Competitive ''80s,” Marketing News, Vol. 21 (1987), p. 18.
25.Oliver.R.L., 1981, “ Measurement and Evaluation of Satisfaction Processes in Retail Settings “, Jourmal of Retailing, Vol. 57
26.Oliver, R. L. (1993), “Cognitive, Affective, and Attribute Bases of the Satisfaction Response”, Journal of Consumer Research, 20 (December), pp. 418-30.
27.Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry(1985), “A
Conceptual Model of Service Quality and Its Implications for Future Research,”Journal of Marketing, 49 (Fall), pp.41-50.
28.Parasuraman, Zeithaml, and Berry (1988), ”SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, 64(1), Spring, pp. 12-40.
29.Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry(1991), “Refinement Reassessment of the SERVQUAL Scale,” Journal of Retailing, 67(4), pp.420-450.
30.Patterson, P. G. & Spreng, R. A. (1997). Modeling the Relationship between Perceived value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination. International Journal of service Industry management, 8(5), pp.414-434.
31.Peter,J Paul and Jerry C.Olson(1987),Consumer Behavior:Marketing Strategy Perspectives,(Richard D.Irwin,Inc.),p.13.
32.Phillip, Kolter, 1991, Marketing Management : Analysis, Planning, Implementation and Control, 7rd ed., Prent-Hall, Reichheld Frederick F.
and W.Earl Sasser, Jr. (1990), “Zero Defection: Quality Comes to Services,” Harvard Business Review, Vol. 68 (3), pp. 105-111.
33.Regan, W.J. (1963), “The Service Revolution,”Journal of Marketing,
Vol.27, July, pp.57-62.
34.Sasser ,W. E., R. P. Olsen, and Wyckoff, D. D., 1978, Management of Service Operation: Text and Cases, Allyn and Bacon Inc., Boston, MS.
35.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22,pp. 159-170.
36.Swiss Re (1992), Bancassurance, No. 2, Sigma.
37.Tam, J. L. M. (2000). The effects of service quality, perceived value and customer satisfaction on behavioral intentions, Journal of Hospitality & Leisure Marketing, 6(4),pp. 31-43.
38.Taylor, S. A. & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), pp.163-178.
39.Thaler, R. (1985), “Mental Accounting and Consumer Choice,” Marketing Science, Vol.4, Summer, pp.199-214.
40.Woodruff, Robert B. (1997), “Customer Value:The Nest Source of Competitive Advantage”, Journal of The Academy of Marketing Science Vol.25(Spring),pp.129-153.
41.Westbrooks, R.A. (1980). A Rating Scale for Measuring Product Service Satisfaction, Journal of Marketing , Vol .44 .(Fall):pp.68-72.
42.Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, pp.2-22.
43.Zeithaml, Valarie A. & Mary Jo Bitner (1996). Service Marketing. New York: McGraw-Hill.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top