臺灣博碩士論文加值系統

本研究以銀行保險業之關係行銷為基礎，並以顧客的觀點切入研究，來探討環境不確定性、依賴、顧客知覺關係品質對顧客自發行為的影響，希望以顧客知覺關係狀態與未來關係對顧客自發行為之間的關係進行探討，建構環境不確定性、依賴、關係品質(滿意度、承諾、信任)與顧客自發行為之關係行銷模式並加以驗證，以瞭解顧客在這些環境下之關係強度，並以用來瞭解和發展銀行保險產業的行銷與經營策略。
本研究透過結構方程模式的配適度檢定，顯示本研究整體理論模式配適符合可接受的適合度檢定水準，表示本研究的理論模型可獲得支持，故本研究結論認為，這六個構念間確實存在著影響關係。綜合實證分析結果，本研究主要發現環境不確定性對依賴有顯著正向影響，滿意度對承諾及信任有顯著正向影響，承諾對顧客自發行為有顯著正向影響，依賴對滿意度及承諾有顯著正向影響，信任對承諾及顧客自發行為有顯著正向影響。

The purpose of this research is to study how environment uncertainty, dependency, customer’s perceived relationship quality influence customer voluntary behavior. This research is based on relationship marketing in Bancassurance industry, focusing on customers’ perspective. It explores the relationship between customers’ perceived relationship status, future intention and voluntary behavior. A marketing model is constructed to capture and verify the interaction between environment uncertainty, dependency, relationship quality (satisfaction, commitment, trust) and customer voluntary behavior. Furthermore this research identify customers’ relationship strength, which can be used to develop marketing and sales strategy in Bancassurance industry.
The fit test of the structural equation model shows that this research’s theory model satisfies the standard of the fit test. It demonstrates that the theory model of this research is supported. It is concluded that Influential Relationship does exist among these six factors: environment uncertainty, dependency, satisfaction, commitment, trust, customer voluntary behavior.
Conclusion

誌謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 環境不確定性 6
第二節 滿意度 11
第三節 依賴 14
第四節 承諾 17
第五節 信任 20
第六節 顧客自發行為 25
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假說 29
第三節 研究變項與操作性定義 34
第四節 問卷設計 38
第五節 資料蒐集方法 39
第六節 資料分析方法 40
第四章 資料分析 43
第一節 敘述性統計分析 43
第二節 問卷信度與效度分析 48
第三節 全體樣本結構方程模式分析 57
第四節 差異性檢定 68
第五章 結論 69
第一節 研究問題與實證結果 69
第二節 管理意涵 71
第三節 研究限制與後續研究建議 72
參考文獻 74
附錄、問卷 87

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