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研究生:林敬淙
研究生(外文):Ching-Tsung Lin
論文名稱:影響銀行企業顧客對電子銀行滿意度之要素分析
論文名稱(外文):What Factors Drive Corporate Customer Satisfaction with E-Banking Services
指導教授:賴榮裕賴榮裕引用關係
指導教授(外文):Jung-Yu Lai
學位類別:碩士
校院名稱:國立中興大學
系所名稱:電子商務研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:70
中文關鍵詞:電子化銀行服務使用者滿意度顧客忠誠度
外文關鍵詞:corporate e-banking servicesuser satisfactioncustomer loyalty
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由於電子商務的迅速發展,各式各樣新興服務的應用─電子銀行(例如網路銀行)服務已在近幾年由金融控股公司或銀行加速地導入並提供予顧客,因為電子銀行可提供高效率、可靠、安全,以及便利的金融服務。銀行顧客可透過電子管道(例如網路或電話)處理金融相關事務,舉凡線上付款、存款、融資、交易甚至票據交換與抵押設定等。電子銀行服務不僅能創造新一波的競爭優勢,更能提高與銀行顧客的關係。很顯然地,電子銀行能提供銀行企業顧客與一般顧客更好的服務。不論對銀行或其顧客而言,電子銀行可成為一種策略性之利基所在。因此,如何成功地實行電子銀行將成為一個重要的管理議題;然而遺憾的是,少有學術研究去注意影響一個成功電子銀行的要素,尤其是來自銀行企業顧客的看法。有鑑於此,本文試圖找出哪些是影響銀行企業顧客對電子銀行滿意度的要素以作為成功電子銀行的代理變數。根據一項來自台灣178家中小企業的調查,結果顯示出供應端、組織內部,以及全球化因素顯著地影響企業顧客對電子銀行的滿意度。此外使用者滿意度與顧客忠誠度之間還存有相互依賴的關係。我們相信此研究結果不僅能提供給從事者深入的洞察力關於如何成功地實行電子銀行,更能為有興趣於構思相關理論的研究者提供進一步的研究方向。
Due to the burgeoning development of electronic commerce (e-commerce), the broader applications of emerging service—Internet baking (e-banking) services have been introduced and provided by financial holding companies or banks at an accelerating rate in recent years since they can provide efficient, reliable, securable, and convenient financial services, such as online payment, deposit/loan, trading, and clearing/settlement, via electronic channels (e-channels, e.g., Internet and phone) for customers. E-banking services not only can create new competitive advantages, but also can improve their relationships with customers for banks. Obviously, e-banking can offer better services required by corporations and individuals, it could be a strategic niche no matter for banks or their customers. Conceivably, how to implement e-banking successfully is becoming a critical management issue. Unfortunately, research pays scarce attentions on what factors drive success of e-banking, particularly from corporate customers’ perspective. For the reason, this paper attempts to explore what factors affect corporate customer satisfaction with e-banking (CCSEB) which is one surrogate variable of success of e-banking services. Based on a survey of 178 respondents collected from Taiwan companies, the results support that supply-side, organizational, and globalized factors will affect customer satisfaction with e-banking significantly. Furthermore, there exist a reciprocal relationship between customer satisfaction and loyalty. We believe the results and findings proposed in this paper not only can offer in-depth insights for practitioners about how to implement e-banking successfully, but also can be further directions for researchers interested in designing related theories.
Content Table

論文摘要…………………………………………………………………iv
Abstract……………………………………………….………………..v
List of Contents………………………………………………………iv
List of Tables…………………………………………………………vi
List of Figures………………………………………………………vii
Chapter 1 Introduction……………………………………………….1
1.1 Research Motivation and Objectives………………………….1
1.2 Organizing the Research…………………………………………4
1.3 Research Procedure……………………………………………….5
Chapter 2 Development of Research Framework and Hypotheses…….............................................6
2.1 Corporate Banking, SME/E-Banking Interactions, and the Role of E-Banking in the Banking Sector…………………………7
2.2 Supply-Side Factors: Vertical Coordination and Incentives for Bank-Corporate Client Relationship………….11
2.3 Organizational Factors…………………………………………15
2.3.1 The Level of Innovative Culture of Organization…….15
2.3.2 Technology Readiness for Corporate Customers…………18
2.3.3 Top Management Support for Business…………………….21
2.4 Globalized Factors………………………………………………23
2.4.1 The Level of Internationalization for Businesses……23
2.4.2 Dependable E-Banking Services…………………………….25
2.5 The Concept of User Satisfaction and Customer Loyalty……………………….................................29
2.5.1 Conceptualization of User Satisfaction…………………29
2.5.2 Conceptualization of Customer Loyalty………………….31
2.5.3 The Interactions between User Satisfaction and Customer Loyalty………....................................33
Chapter 3 Research Methodology……………………………………35
3.1 Research Design………………………………………………….35
3.2 Semi-Structured Interviews……………………………………36
3.3 Data Collection………………………………………………….37
Chapter 4 The Empirical Findings…………………………………39
4.1 Measurement of Reliability……………………………………39
4.2 Measurement of Validity……………………………………….42
4.3 Structural Equation Modeling…………………………………44
Chapter 5 Discussion and Conclusions……………………………48
5.1 Summary…………………………………………………………….48
5.2 Implications for Research…………………………………….48
5.3 Insights from Research…………………………………………49
5.4 Theoretical Contributions…………………………………….51
5.5 Managerial Contributions………………………………………51
5.6 Research Constraints……………………………………………52
5.7 Outlook for Future Research………………………………….52
Reference……………………………………………………………….54
Appendix I……………………………………………………………..66
Appendix II…………………………………………………………….68
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