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研究生:黃裕瑞
研究生(外文):Huang Yu-Jui
論文名稱:不同關係結合方式對顧客忠誠度與績效影響之研究-以台南市商業銀行財富管理為例
論文名稱(外文):A study of the effect of relational bonds on customer loyalty and performance:the case for the wealth management of commercial bank in Tainan City.
指導教授:丁碧慧丁碧慧引用關係李孟訓李孟訓引用關係
學位類別:碩士
校院名稱:長榮大學
系所名稱:企業管理學系碩士班
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:2009
畢業學年度:96
語文別:中文
論文頁數:89
中文關鍵詞:關係結合方式顧客忠誠度績效財富管理結構方程模式
外文關鍵詞:Relational BondsCustomer LoyaltyPerformanceWealth ManagementStructural Equation Modeling
相關次數:
  • 被引用被引用:1
  • 點閱點閱:66
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
自80年代以來,關係行銷一直是實務界與學術界非常重視與深入探討的熱門議題。關係行銷可分為財務性結合、結構性結合及社交性結合三種結合方式。而顧客忠誠度亦可分為個人忠誠與公司忠誠二個層級。因此,本研究擬以三種結合方式分別探討對「顧客對理專忠誠度」與「顧客對銀行忠誠度」二種層級忠誠度之影響,以及顧客對理專忠誠度是否對增強顧客對公司忠誠度產生影響。此外,本文亦探究關係結合方式是否透過顧客忠誠度對經營績效產生正向影響。
本研究以結構方程模式進行資料分析。實證結果顯示,關係結合方式中,除了財務性結合對顧客忠誠度無顯著影響外,結構性與社交性結合對顧客忠誠度均具有顯著的正向影響。在銀行整體忠誠方面,則以社交性結合透過理專忠誠間接對銀行的影響大於直接對該銀行的忠誠度,顯示理專忠誠度是促成顧客對銀行產生忠誠的要素。此外,顧客透過理專對銀行產生忠誠度亦將會對績效產生正向影響,使銀行從顧客獲得愈多收益而提高獲利。
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 關係結合方式 5
第二節 顧客忠誠度 14
第三節 績效 19
第四節 財富管理 22
第三章 研究設計 27
第一節 研究架構 27
第二節 研究假設 28
第三節 研究變數之操作行定義 31
第四節 研究範圍與對象 35
第五節 抽樣方法 35
第六節 資料分析方法 35
第四章 資料分析 42
第一節 樣本基本資料分析 42
第二節 信度與效度分析 47
第三節 均數分析 49
第四節 結構方程模式分析 53
第五節 假設驗證結果 61
第五章 結論與建議 64
第一節 研究結論 64
第二節 研究建議 66
一、中文部份
1.王庭一 (2005)。關係行銷結合方式對關係品質與顧客忠誠度影響之研究─以台北一信房貸顧客為例。銘傳大學國際企業管理在職專班碩士論文。
2.丘宏昌、陳怡伶、徐士雯 (2006)。銀行業關係結合方式之研究─顧客長短期傾向之分析。台灣管理學刊 第六卷 第二期 頁1-20。
3.台新銀行網站 www.taishinbank.com.tw
4.李建進 (2004)。關係強度與顧客忠誠度之研究─以某綜合證券商為例。大葉大學資訊管理學系碩士論文。
5.林東和 (1999)。私人銀行業務在國內之發展策略與現況探討。國立台灣大學商研所碩士論文。
6.林慶村 (2005)。銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度關聯性之研究。朝陽科技大學企業管理學系碩士論文。
7.邱皓政 (2004)。結構方程模式。雙葉書廊。
8.莊昆霖 (2000)。大型電腦買場與內部商店之服務品質對關係品質的影響。國立雲林科技大學企業管理研究所碩士論文。
9.陳志銘 (2002)。中、外銀行服務品質與經營績效之實證研究。淡江大學管理科學系碩士論文。
10.陳順宇 (1998)。多變量分析 。華泰書局。
11.陳麗雅 (2001)。關係結合方式與顧客忠誠度關聯性之研究─證券業服務接觸之分析。銘傳大學企業管理研究所碩士論文。
12.曾光華 (1995)。顧客資料庫與關係行銷。第二屆中小企業管理研討會論文集(下)。經濟部中小企業處 頁129-1737。
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14.謝耀龍 (1997)。關係行銷與顧客滿意。戰略生產力雜誌 第491期 1997 年1月 頁98-101。

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