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研究生:李凱琳
研究生(外文):Kai-lin Lee
論文名稱:顧客滿意度、信任與忠誠度之探討-以財富管理為例
論文名稱(外文):Exploring the Relationship of Customer Satisfaction、Trust and Loyalty on Financial Management
指導教授:李元恕李元恕引用關係
指導教授(外文):Yuan-shuh lii
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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
論文出版年:2006
畢業學年度:95
語文別:中文
論文頁數:95
中文關鍵詞:忠誠度顧客忠誠度信任度財富管理
外文關鍵詞:DependencyTrustCustomer LoyaltyFinancial Management
相關次數:
  • 被引用被引用:13
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  • 收藏至我的研究室書目清單書目收藏:3
在今日競爭激烈的環境下,大多銀行可以做到顧客的滿意度,卻仍然留不位顧客,最主要的原因是缺乏忠誠顧客,畢竟忠誠的顧客才是公司獲利的來源,顧客的滿意僅是過程,不是行銷的目標。銀行業者開始重視顧客關係的建立與維持,這是因為關係的建立比以低價吸引顧客這類方法,更不易被競爭對手所模仿,所以建立和客戶的關係取得客戶的認同就被視為是永久的競爭優勢。

本研究的目的以銀行業的財富管理之貴賓理財業務為研究對象,企圖探討在這競爭激烈的金融業中,理財專員如何與顧客維持良好的關係,並進而提升顧客忠誠度,本研究透過與財富管理有關之變數如:專業知識、互動頻率、依賴、道德行為、相似性、滿意度及忠誠度等構面來探討理財專員與貴賓顧客的關係。

本研究結果的主要發現如下: 假說一:理財專員的專業知識對顧客對銀行服務滿意度具有正向影響之假說不成立。假說二:理財專員的專業知識對顧客對理財專員信任具有正向影響之假說成立。假說三和四:互動頻率對顧客對銀行服務滿意度及顧客對理財專員信任具有正向影響之假說成立。假說五和六:對理財專員的依賴程度對顧客對銀行服務滿意度及信任具有正向影響之假說不成立。假說七和八:理財專員的道德行為對顧客對銀行服務滿意度及信任具有正向影響之假說不成立。假說九和十:理財專員的相似性對顧客對銀行服務滿意度及信任具有正向影響之假說成立。假說十一:對理財專員信任對顧客對銀行服務滿意度具有正向影響之假說成立。假說十二:對銀行服務滿意度對顧客對銀行忠誠度具有正向影響之假說成立。假說十三:對特定理財專員的忠誠度對顧客對銀行忠誠度具有正向影響之假說不成立。假說十四:對理財專員信任對顧客對特定理財專員忠誠度具有正向影響之假說成立。假說十五:對理財專員信任對顧客對特定銀行忠誠度具有正向影響之假說不成立。
With the environment getting more competitive nowadays, most banks are devoted to increase customer satisfaction but yet to keep them. Lack of customer loyalty is the major reason and after all loyal customers are the main source of revenue and target for banks. Purpose of this research is to reveal methods to increase customer loyalty and to maintain customer relationship for banks. Main focus of this research is on the preferred banking sector of financial institutions and the goal is to find methodologies which can provide practical contribution.

The main research subject of this study is the preferred banking sector for financial institutions. The study focused on how professional financial consultant maintain superior customer relationship with their preferred account clients and to increase their customer loyalty at the same time. The research is designed to understand the relationship between professional financial consultant and preferred account customer through different several variables such as: professional knowledge, contact frequency, dependency, ethics, similarity, customer satisfaction and loyalty.

Results of this research shown that professional knowledge has a positive correlation with trust but negative correlation with customer satisfaction, contact frequency and similarity has a positive correlation with customer satisfaction and their degree of trust. No significant correlation found between client dependency and their degree of customer satisfaction level and trust towards the professional financial consultant. Ethics of the banking associate has no positive impacts on the customer satisfaction level of the client and their degree of trust. Trust of professional financial consultant shown has positive impact on customer satisfaction . Customer satisfactions level shown has positive impact on customer loyalty towards the specific financial institution. Customer loyalties to professional financial consultant shown have no positive impact on customer loyalty towards the specific financial institution. Trust to professional financial consultant shown has positive impact on loyalty towards them but has no positive impact towards the specific financial institution.
封面內頁
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
圖目錄 vii
表目錄 viii

第一章 緒論 1 1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
1.4 研究範圍與對象 5
1.5 論文架構 5


第二章 文獻回顧 5
2.1 顧客關係行銷 6
2.2 關係研究架構 14
2.2.1 專業知識 14
2.2.2 互動頻率 15
2.2.3 依賴 16
2.2.4 道德行為 16
2.2.5 相似性 17
2.2.6 服務滿意度 18
2.2.7 信任 23
2.2.8 忠誠度探討 26

第三章 研究方法 36
3.1 研究架構 36
3.2 研究假設 37
3.3 研究設計 38
3.4 衡量問項 40
3.5統計分析方法 43
第四章 資料分析與討論 45
4.1樣本基本資料分析 45
4.2信度分析 47
4.3效度分析 47
4.3.1內容效度 47
4.3.2收斂效度與區別效度 48
4.4 線性結構模式評估 51
4.4.1整體模型配適度檢定 51
4.5 假設檢定 54
4.5.1線性結構模式評估 54

第五章 研究結論與建議 61
5.1 研究結果 61
5.2 管理上的涵義 65
5.3 研究限制 67
5.4 對後續研究之建議 67
參考文獻 69
附錄一:問卷 81

圖目錄
圖1-1 研究流程圖 4
圖2-1 Crosby,Evans & Cowles(1990)學者之關係品質模式 13
圖2-2 研究架構圖 14
圖3-1 問卷設計流程及內容 39
圖4-4-1本研究之結構方程式路徑圖 53
圖4-5 競爭模型之結構方程模式路徑圖 60



表目錄
表1-1理財專員的階段性比較 1
表2-1關係行銷之相關文獻分類 7
表2-2 交易行銷與關係行銷的差異 6
表2-3 Berry & Parasuraman 之關係行銷層次 7
表2-4 顧客滿意度的定義整理 19
表2-5 以範疇、性質來界定顧客滿意度 22
表2-6顧客忠誠度的定義 29
表2-7 顧客忠誠度的衡量方式 33
表3-1專業知識衡量問項 40
表3-2互動頻率衡量問項 40
表3-3依賴程度衡量問項 41
表3-4道德行為衡量問項 41
表3-5相似性衡量問項 41
表3-6服務滿意度衡量問項 42
表3-7對理專信任衡量問項 42
表3-8對特定理專忠誠度衡量問項 42
表3-9對銀行的忠誠度衡量問項 43
表4-1 樣本基本資料 45
表4-2信度之衡量 47
表4-3-1模型效度之衡量 49
表4-3-2構面相關係數 50
表4-4-1研究模型整體配適度 52
表4-5-1研究模型線性結構模式評估結果 57
表4-5-2研究假說實證結果 58
表4-5-3競爭模型與研究模型之整體模式配適度比較 60
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中文部分
1.陳淑芳(2002) ,顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究— 以銀行業為例,大同大學事業經營研究所碩士論文

2.高力行(2002) ,商業友誼對服務品質、顧客滿意與顧客忠誠影響之研究-以汽車修護業與產險業為例,朝陽科技大學企業管理研究所

3.李怡燕(2004) ,網路顧客關係對消費者行為意圖影響之實證研究,逢甲大學經營管理碩士在職專班碩士論文

4.蘇元含(2003) ,運用線性結構模式探討服務品質對顧客滿意度與顧客忠誠度之影響-以中油加油站為例,國立東華大學企業管理研究所碩士論文

5.方世榮,「關係價值、關係品質與忠誠度之探討-零售銀行業的實證研究」,管理學報,第十九卷,第六期,2002

6.洪嘉蓉(2004) ,服務品質、滿意度與忠誠度關係之研究----以中華電信ADSL顧客為例,大業大學資訊管理系碩士論文

7.陳建州(2003) ,顧客滿意、信任與承諾影響因素之探討-以銀行個人理財部門為例,銘傳管理科學研究所碩士論文

8.張伊嫻(2003),服務品質、顧客滿意度、信任、承諾與行為意圖間關係之研究,大同大學企業管理系碩士論文


9.林陽助,理財專員屬性、關係銷售行為、關係品質與顧客忠誠度關係之研究—以財富管理為例,台灣金融財務季刊,第六輯第一期,94年3月。















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中文部分
1.陳淑芳(2002) ,顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究— 以銀行業為例,大同大學事業經營研究所碩士論文

2.高力行(2002) ,商業友誼對服務品質、顧客滿意與顧客忠誠影響之研究-以汽車修護業與產險業為例,朝陽科技大學企業管理研究所

3.李怡燕(2004) ,網路顧客關係對消費者行為意圖影響之實證研究,逢甲大學經營管理碩士在職專班碩士論文

4.蘇元含(2003) ,運用線性結構模式探討服務品質對顧客滿意度與顧客忠誠度之影響-以中油加油站為例,國立東華大學企業管理研究所碩士論文

5.方世榮,「關係價值、關係品質與忠誠度之探討-零售銀行業的實證研究」,管理學報,第十九卷,第六期,2002

6.洪嘉蓉(2004) ,服務品質、滿意度與忠誠度關係之研究----以中華電信ADSL顧客為例,大業大學資訊管理系碩士論文

7.陳建州(2003) ,顧客滿意、信任與承諾影響因素之探討-以銀行個人理財部門為例,銘傳管理科學研究所碩士論文

8.張伊嫻(2003),服務品質、顧客滿意度、信任、承諾與行為意圖間關係之研究,大同大學企業管理系碩士論文


9.林陽助,理財專員屬性、關係銷售行為、關係品質與顧客忠誠度關係之研究—以財富管理為例,台灣金融財務季刊,第六輯第一期,94年3月。
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