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研究生:林宗漢
研究生(外文):Jason
論文名稱:探討信任機制的建立及與忠誠之關係—以信用卡產業為例
論文名稱(外文):THE STUDY ON THE RELATIONSHIP BETWEEN BUILDING OF TRUST MECHANISM AND LOYALTY: A CASE OF THE CREDIT CARD INDUSTRY
指導教授:周文賢周文賢引用關係梁世安梁世安引用關係
指導教授(外文):Chow, Wayne S.Liang, Shih-an
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2007
畢業學年度:95
語文別:中文
論文頁數:132
中文關鍵詞:信任服務品質忠誠信用卡
外文關鍵詞:trustservice qualityloyaltycredit card
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台灣信用卡市場自2005年10月爆發「卡奴」問題之後,首度單月流通卡量呈現衰退的現象,且時至2006年底仍無正向成長,而信用卡本身又是一個以「信用」為主體的產業,此現象無非反應了持卡人與發卡銀行之間的「不信任危機」;而過去研究多以探討「顧客信任」影響「行為意圖」為主,亦即重視的是顧客信任的結果,而缺乏對信任前因的探討。因此,本研究試圖以信用卡產業為例,重建一顧客信任機制,並推論其後續影響。
本研究採用線性結構模式(SEM)來建構信任模型,並以「外部品質」、「內部品質」以及「制度信任」作為建立信任的前因,分別去影響顧客的「認知信任」與「情感信任」,進而再影響「顧客忠誠」。此外,本研究利用多樣本分群的方式,進一步將「顧客知識」作為干擾變數,試圖釐清「顧客知識」在信任機制中的模糊地位。
研究結果顯示,「外部品質」與「制度信任」會正向影響「認知信任」、「內部品質」會正向影響「情感信任」、「認知信任」會正向影響「情感信任」,而「認知信任」與「情感信任」亦同時會正向影響「顧客忠誠」。另外,研究也發現,除了在「內部品質對情感信任」的關係上,會隨著「顧客知識」越高而有越大的影響之外;其餘包含「外部品質對認知信任」、「制度信任對認知信任」,以及「認知信任對情感信任」的關係,都會隨「顧客知識」越低而有越大的影響。最後,本研究依據研究結果及產業現況提出實務上的建議,以供發卡銀行在後續行銷策略上之參考。
It was the first time that the monthly amount of circulating credit cards showed negative growth after “card slave storm” in Taiwan in the month of 2005. From that time to present, the credit card market had not recovered from recession. Even worse, it is still declining. Especially in the industries based on “credit”, created the “distrust crisis” between customers and the related enterprises. Most previous researches focused on the consequences of customers trust, and few research paid attention to the factors that influence customer trust. Thus, this research tries to use the credit card industry as an example to build a customer trust model. And the effect of the model would also be examined.
This research built the customer trust model by using SEM (Structural Equation Modeling) analysis. The key factors of customer trust in this model, “extrinsic quality”, “intrinsic quality” and “institution-based trust”, all influence “cognitive trust” and “emotive trust”. And both factors, “cognitive trust” and “emotive trust”, then influence “customer loyalty”. Besides, the ambiguous role of “customer knowledge” in the trust model was also discussed.
The results showed that both extrinsic quality and institution-based trust positively influence cognitive trust, and intrinsic quality positively influences emotive trust. Moreover, cognitive trust positively influences emotive trust, and both cognitive trust and emotive trust positively influence customer loyalty. In addition, both extrinsic quality and institution-based trust have a strongly positively effect on cognitive trust with least customer knowledge, and intrinsic quality has a strongly positively effect on emotive trust with more customer knowledge. Finally, this research based on empirical conclusions and industry situation provides practical advices and suggestions for future study.
目次
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究範圍 3
1.5章節架構 4
第二章 文獻回顧 6
2.1信任 6
2.2服務品質 15
2.3產品知識 26
2.4制度信任 29
2.5顧客忠誠 31
第三章 研究方法 40
3.1研究架構 40
3.2研究假說 42
3.3變數的定義與衡量 46
3.4問卷設計 54
3.5抽樣設計 55
3.6統計方法 56
第四章 實證分析 69
4.1前測分析 69
4.2樣本輪廓分析 77
4.3信效度分析 85
4.4模式實證分析 87
4.5交叉分析 96
4.6結果討論 100
4.7小結 102
第五章 結論與建議 105
5.1研究發現 105
5.2策略意涵 106
5.3研究貢獻 108
5.4研究限制 109
5.5後續研究建議 109
參考文獻 111
中文部份 111
英文部份 111
網站部份 120
附錄A — 正式問卷 121
附錄B — 台灣地區信用卡業務統計 130
附錄C — 銀行配額抽樣比例 132
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網站部份
(1)行政院金融監督管理委員會,http://www.fscey.gov.tw。
(2)財團法人聯合信用卡處理中心,http://www.nccc.com.tw。
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