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研究生:黃仁治
研究生(外文):Ren-Jr Huang
論文名稱:銀行與中小企業往來戶關係品質之研究-以轉換成本及替代方案吸引力為干擾變數
論文名稱(外文):A research of relationship quality between banks and small medium enterprise customers-The moderating effects of switching costs and alternative attractiveness
指導教授:王俊人王俊人引用關係方國榮方國榮引用關係
指導教授(外文):Jun-Ren WangKuo-Jung Fung
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理研究所
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:88
中文關鍵詞:關係品質關係結合信任關係承諾轉換成本替代方案吸引力
外文關鍵詞:relationship qualityrelationship bondtrustrelationship commitmentswitching costsalternative attractiveness
相關次數:
  • 被引用被引用:5
  • 點閱點閱:362
  • 評分評分:
  • 下載下載:100
  • 收藏至我的研究室書目清單書目收藏:6
台灣銀行家數愈來愈多,競爭愈來愈激烈,故如何保有目前往來的客戶,並與其建立長久的往來關係,便是今日所有銀行的經營重點之一。近期各銀行努力於改變一直以來皆以企業授信的利息收入為主的獲利結構,朝向以手續費收入為主,然而企業授信為一切業務的基礎,有了授信業務,才能連帶引進如存款、外匯、保險及理財等各項業務往來,加以資金浮濫、雙卡(信用卡、現金卡)危機暴發之際,消費金融業務的緊縮及危機,更使得企業授信業務為各銀行所重視。因此企業授信仍為各銀行戮力推展之業務。本研究乃以企業授信為基礎,欲提出一個適合銀行與中小企業往來戶關係品質的模式。經文獻探討後,歸納出關係結合為衡量交易雙方關係的整合程度,是關係品質的重要構念,而信任及關係承諾則為關係品質的重要衡量因素,再針對金融業特性,採用會影響客戶繼續往來意願的轉換成本及替代方案吸引力二個因素為干擾變項,並納入企業成立時間、與主要銀行往來時間、授信金額比率、利率主導權程度、近二年營業額成長率等作為控制變數,以探討彼此的關係。
本研究以符合經濟部發佈之中小企業標準之中小企業為研究對象,且需與銀行有授信業務往來,針對「行政院金融監都管理委員會銀行局」發佈之2006年10月底對中小企業放款餘額前十大銀行之中小企業授信戶進行問卷發放。問卷共計發放300份,合計回收223份問卷,有效問卷共計211份,並以層級迴歸的分析方式來驗證研究之假設關係。結果發現銀行關係結合會正向影響中小企業往來戶的信任與關係承諾。轉換成本認知的高低,對銀行關係結合與中小企業往來戶信任的影響無任何效果,但會對銀行關係結合與中小企業往來戶關係承諾的影響產生強化效果。而企業認為替代方案吸引力愈高時,對銀行關係結合與中小企業往來戶信任及關係承諾的影響會產生弱化效果。
研究結果的發現可供銀行業者於推廣中小企業授信業務或其他業務時的參考並據以擬定有效的行銷策略,如加強關係結合來增加中小企業授信戶的信任與關係承諾,並可透過讓客戶認為其他銀行不具替代吸引力的方法,來強化關係結合的效果。如發展獨特創新的商品即為一有效方法,而增加轉換成本的方式,因處於目前競爭激烈的金融環境下,較無法加強客戶的信任,但仍可有效的強化對銀行的關係承諾。
The increasing number of banks in Taiwan and more intense competition among them make it one of the important goals for banks to firmly retain current clients and with them to establish long-term cooperation relationships. Recently, a variety of banks endeavor to use procedure fees, instead of the long-existent corporate-credit based interest income, as main sources of profit. However, it is corporate credit that underlies all transactions because only with credit business can the banks bring in practices such as deposit, foreign exchange, insurance and financing. Moreover, problems with oversupply funds, credit/cash card crisis, and personal finance business shrinkage even lead banks to again underscore the importance of corporate credit business. Therefore, this study, founded on corporate credit, is to propose a relationship quality model suitable for banks and small medium enterprise customers. Literary review divulges that relationship bond, a crucial concept in relationship quality, is a measurement of the extent of integration of transaction parties, while trust and relationship commitment are critical in the evaluation of relationship quality. As such, considering specific financial characteristics, two factors, switching costs and alternative attractiveness, were employed as interfering variables that influence the willingness of customers to continue relationship with banks. Meanwhile, other control variables, namely enterprise establishment time, transaction history with major banks, credit ratio, domination over interest rate, and revenue growth rate in the last two years, etc., were also taken into account to investigate the mutual relationship
This study aimed at small medium enterprises having credit business with banks and fitting the standard enacted by Ministry of Economic Affairs. A total of 300 questionnaires were dispatched to those who conducted credit business with the top ten loan-balance banks for small medium enterprises as of the end of October 2006, which statistical data were sourced from Banking Bureau, Financial Supervisory Commission. 223 questionnaires were retrieved, among them 211 valid and analyzed by hierarchical regression analysis method to verify the hypothesis in this research. The result suggests bank relationship bond proportionally influence customer trust and relationship commitment with banks. Recognition level of switching costs imposes no impact on the relation between bank relationship bond and trust of small medium enterprises, but strengthens the link between bank relationship bond and relationship commitment of them. The connection of bank relationship bond to trust and relationship commitment of customers will be weakened when alternative is more attractive, from viewpoints of enterprises.


The research result, a promising reference for banks to promote corporate credit business or others, helps bank executives develop effective marketing strategy, such as boosting relationship bond to step up relationship commitment and trust of customers. Additionally, the effects of relationship bond can be further intensified by enabling customers to realize the shortage of alternative attractiveness from other banks, e.g. an efficient means to develop unique and innovative merchandise. Increasing switching costs, because of fierce financial competition, is less advantageous in winning customer trust, but nonetheless competent in intensifying relationship commitment to banks.
第一章 緒論
第一節 研究背景與動機
第二節 研究問題與目的
第三節 研究範圍與對象
第四節 論文架構
第二章 文獻探討
第一節 銀行融資授信與中小企業
第二節 關係結合
第三節 信任
第四節 關係承諾
第五節 轉換成本
第六節 替代方案吸引力
第七節 關係結合、信任與關係承諾之關係
第三章 研究設計
第一節 研究架構
第二節 研究假說
第三節 銀行與中小企業授信概況
第四節 變數定義與衡量
第五節 問卷設計與樣本來源
第六節 資料分析方法
第四章 資料分析
第一節 預試階段之分析
第二節 正式問卷回收之基本資料分析
第三節 小結
第五章 結論與建議
第一節 發現與涵義
第二節 研究限制
第三節 後續研究方向建議
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