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研究生:李大彰
研究生(外文):Ta Chang Lee
論文名稱:股務代理服務品質、價格認知、企業聲望對顧客滿意與顧客忠誠之作用
論文名稱(外文):The Effects of Service Quality, Price Perception, Corporate Reputation on Customer Satisfaction and Customer Loyalty in Stock agency
指導教授:黄正雄
指導教授(外文):C.S.Huang
學位類別:碩士
校院名稱:長庚大學
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:2008
畢業學年度:96
論文頁數:137
中文關鍵詞:股務代理服務品質價格認知企業聲望關係品質顧客滿意信任顧客反應顧客忠誠顧客公民行為
外文關鍵詞:Stock agencyService QualityPrice PerceptionCorporate reputationConcerning qualityCustomer satisfactionTrustCustomer responseCustomer loyaltyCustomer citizen behavior
相關次數:
  • 被引用被引用:7
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  • 下載下載:286
  • 收藏至我的研究室書目清單書目收藏:0
中文摘要
面對國內日益競爭的證券產業,股務代理機構吸引新顧客的難度及成本遠高於留住舊顧客。因此,如何留住既有的顧客成為業者面臨的最大挑戰。
本研究藉由B2B的行銷模式並由顧客的角度來探討股務代理機構的服務品質、價格認知及企業聲望對顧客滿意及顧客忠誠的影響,除此之外,股務代理機構亦希望能透過優良的服務而與顧客建立信任的關係,因此再以顧客忠誠做為依變數來探討信任對顧客忠誠的影響。
本研究以問卷的方式,得到中華民國股務協會的幫助來蒐集股務委外之發行公司的樣本資料,經由資料的統計與分析發現:
(1) 服務品質、價格認知及企業聲望對顧客滿意及顧客忠誠有正面的影響。
(2) 價格認知雖然不會對信任產生影響,但仍會直接影響顧客忠誠。
(3) 關係品質對顧客忠誠及顧客公民行為有正面的影響。
最後依據資料分析之結果,對國內的證券商股務代理機構提出下列三點建議:
(1) 優秀的人才是未來競爭的優勢亦是差異化的重點,因此藉由培訓專業的客服人員並且不斷與客戶建立互動機會將能使顧客的滿意及信任提高,對於顧客忠誠的維繫亦將有所助益。
(2)設計出符合顧客價格認知之服務及商品組合方能建立價格的競
爭力。
(3)建立良好的企業聲望及形象將有助於強化現有顧客的信任並吸
引新的顧客。

關鍵字:股務代理、服務品質、價格認知、企業聲望、關係品質、顧客滿意、信任、顧客反應、顧客忠誠、顧客公民行為
ABSTRACT
In the face of the securities industry that is competed for day by day at home, one share of Stock agency attracts the new customer's degree of difficulty and cost to higher than keeping the old customer here far. So, what a greatest challenge that person who keeps industry that becomes customer that has already had here faces.
This research proceeds from the customer's angle to probe into the quality of serving through the marketing way of B2B, price perception and corporate reputation are satisfied with the customer on and customer's loyal influence, in addition, bursts of Stock agency is it can make through fine service customer feel believe in to hope also, so and then believe in the influence loyal to the customer in order to probe into in accordance with the parameter loyally with the customer.
This research is in way of the questionnaire, collect the sample materials of the issue company outside one share of affairs committee through the help of one share of affairs association of the Republic of China, find with analysing via statistics of the materials:
(1) Quality, price perception and corporate reputation are satisfied with the customer and the customer have positive influence loyally to serve.
(2) The price perception although cannot to trust has the influence, but still could directly affect the customer to be loyal .
(3) Concerning quality will have positive influence on citizen's behavior of customer's loyalty and customer.
According to the result of analysis finally, this research proposes three suggestions on the domestic burst of Stock agency:
(1) The outstanding talent is both advantage of the competition in future and a difference focal point, so satisfying the customer and trust is being improved by train specialized customer service personnel and can will mutually setting up the motive with the customer constantlying, will also benefit customer's loyal maintaining to some extent.
(2) It accords with the competitiveness that customer's service and goods of cognitive price make up and can set up the price to design.
(3) Set up the trust that good enterprise popularity and image will contribute to strengthening the existing customer and attract the new customer.

Key words: Stock agency,Service Quality, Price Perception, Corporate reputation, Concerning quality, Customer satisfaction,Trust, Customer response,Customer loyalty and Customer citizen behavior.
目 錄
指導教授推薦書…………………………………………………………
口試委員會審定書………………………………………………………
授權書……………………………………………………………… iii
誌謝…………………………………………………………………… iv
中文摘要…………………………………………………………………v
英文摘要…………………………………………………………… vi
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............................................. 4
第二章 文獻探討.......................................... 6
2.1 股務代理業(Stock Agency)........................... 6
2.1.1 股務代理業的定義................................... 6
2.1.2 股務代理業的發展現況............................... 9
2.2 服務品質............................................ 11
2.2.1 服務品質的定義.....................................11
2.2.2 服務品質觀念性模式.................................12
2.2.3 服務品質構面...................................... 16
2.2.4 服務品質的衡量方法................................ 19
2.3 價格認知............................................ 23
2.3.1 價格的重要性...................................... 23
2.3.1 價格認知的定義.................................... 24
2.3.2 價格認知的構面及衡量.............................. 27
2.4 企業聲望............................................ 29
2.4.1 企業聲望的重要性.................................. 29
2.4.2 企業聲望的定義.................................... 30
2.4.3 企業聲望與企業形象的關係.......................... 31
2.4.4 企業聲望的構面衡量................................ 32
2.5 關係品質............................................ 41
2.5.1 關係品質的定義及重要性............................ 41
2.5.2 關係品質的構面衡量................................ 42
2.6 顧客滿意............................................ 43
2.6.1 顧客滿意的定義.................................... 44
2.6.2 顧客滿意的構面衡量................................ 46
2.7 信任................................................ 47
2.7.1 信任的重要性與定義................................ 47
2.7.2 信任的構面及衡量.................................. 49
2.8 顧客忠誠............................................ 50
2.8.1 顧客忠誠的定義.................................... 51
2.8.2 顧客忠誠的構面及衡量.............................. 53
2.9 顧客公民行為........................................ 54
2.9.1 顧客公民行為的構面衡量............................ 55
2.10 顧客反應........................................... 56
第三章 研究方法......................................... 57
3.1 研究架構............................................ 57
3.2 研究範圍與限制...................................... 59
3.3 研究假設推論........................................ 59
3.4 研究變項與操作性定義................................ 64
3.4.1 服務品質之操作性定義............................. 64
3.4.2 價格認知之操作性定義............................. 65
3.4.3 企業聲望之操作性定義............................. 65
3.4.4 顧客滿意之操作性定義............................. 66
3.4.5 信任之操作性定義................................. 66
3.4.6 顧客忠誠之操作性定義............................. 66
3.4.7 顧客公民行為之操作性定義......................... 67
3.5 問卷設計與抽樣方法.................................. 67
3.5.1 問卷設計.......................................... 67
3.5.2 抽樣方法.......................................... 70
3.6 資料分析方法........................................ 71
第四章 研究結果分析..................................... 74
4.1 樣本的基本資料分析.................................. 74
4.2 敍述性統計分析...................................... 77
4.3 因素分析............................................ 80
4.4 信度分析............................................ 85
4.5 相關係數檢定........................................ 86
4.6 假設檢定............................................ 89
第五章 結論與建議...................................... 105
5.1 研究結果與討論..................................... 105
5.1.1 股務代理服務品質之分析............................105
5.1.2 關係品質之分析....................................106
5.1.3 顧客公民行為之分析................................106
5.1.4 各研究變數之關係..................................107
5.1.5 假說檢定之結果....................................107
5.2 實務管理的義涵......................................110
5.3 研究限制及未來研究建議..............................112
參考文獻與書目
圖目錄
圖1-1 本研究之研究流程圖................................. 5
圖2-1 PZB 服務品質觀念性模式............................ 14
圖2-2 資訊不完全情況下聲望建立程序之模型................ 35
圖3-1 本研究之研究架構.................................. 58
圖4-1 初始研究分析徑路圖................................ 90
圖4-2 驗證成立之主要徑路圖..............................104
表目錄
表2-1 證券商股務代理機構市場佔有率彙整表.................10
表2-2 各文獻所示之服務品質構面...........................17
表2-3 PZB服務品質因素細項顯示............................18
表2-4 SERVPERF量表之構面及衡量題項.......................21
表2-5 Fortune雜誌與天下雜誌對企業聲望調查所用之題項......38
表2-6 RQSM企業聲望商數驅動要素............................39
表3-1 問卷設計彙總表.....................................68
表4-1 問卷基本資料表.....................................75
表4-2 各構面描述性統計資料...............................77
表4-3 服務品質構面的探索性因素分析.......................82
表4-4 信任構面的探索性因素分析...........................83
表4-5 顧客忠誠構面的探索性因素分析.......................84
表4-6 各構面信度.........................................85
表4-7 皮爾森相關分析.....................................87
表4-8 各徑路分析資料.................................... 95
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