臺灣博碩士論文加值系統

　　近幾年來舞弊、掏空案件層出不窮，許多企業負面案件的發生，使得企業社會責任、商業道德、公司治理等議題再度引起廣泛的討論。過去有關銀行行銷議題之研究，多著重於銀行產品與服務的提供對於顧客滿意度與忠誠度之影響，或企業策略對經營績效之影響，鮮少針對企業社會責任及其對顧客影響加以探究。

　　本研究結合顧客與銀行端，透過階層線性模式(hierarchical linear modeling analysis, HLM)分析其間之巢套關係，其中個體層次以信任為自變數、顧客滿意度與顧客忠誠度為因變數，總體層次除探討企業社會責任對企業形象與企業價值之影響效果外，並分析企業社會責任與企業形象分別對顧客信任、顧客滿意度之影響，進一步對企業經營者提出策略管理建議。

　　本研究針對臺北市(縣)銀行顧客進行問卷調查，共計發放900份問卷，有效問卷為689份 (76.55%)，經由HLM驗證結果發現：(1)善盡企業社會責任，有益於企業形象之提升；(2)企業形象愈佳，有助於企業價值與顧客忠誠度之提升；(3)善盡企業社會責任，可增進顧客對企業信任與滿意度；(4)顧客對企業高度信任有益於顧客滿意度與顧客忠誠度之提升。

　　本研究建議銀行應落實企業社會責任活動，一方面納入獨立董監事，將公司財務資訊透明化，以維護股東權益，並強化公益活動，將盈餘回饋社會，以提升顧客信任與顧客滿意度。另一方面透過風險控管、加強行員專業訓練，藉以建立良好的企業形象，以提升顧客忠誠度與企業價值。再者，銀行也可加強顧客關係管理，主動關心顧客的投資需求，盡全力告知顧客有關投資商品之利弊，維持顧客的信賴與認同感，進而提升顧客滿意度與忠誠度。

The embezzlement and cases that someone hollow out company’s asset illegally emerge in an endless stream, thus corporate social responsibility, business morality and corporate governance are widely discussed. Previous studies on bank marketing focus on the impacts of product and service on the customer’s satisfaction and loyalty or the business strategy on the performance; however, the impacts of the corporate social responsibility are seldom discussed.

Hierarchical linear modeling (HLM) is used to analyze the relationship between customers and the banks. In the micro level, the research takes trust as the independent variable, and then customer’s satisfaction and loyalty are taken as the dependent variables. In the macro level, in addition to examine the impacts of the corporate image and corporate value, the research also studies corporate social responsibility and corporate image individually to find out how they influence the customer’s trust and customer’s satisfaction. Finally, some strategic management suggestions will be provided to help the managers improve their business performance.

The data is from the customers of the bank in Taipei city and county through questionnaire. The quantity of effective questionnaire is 689, and the effective ratio is up to 76%. The results examined by hierarchical linear modeling are as below,
1.Corporate social responsibility has positive effects on the corporate image.
2.The better corporate image is established, the more corporate value and customer loyalty will be.
3.Corporate social responsibility has positive effects on customer’s trust and satisfaction toward their enterprise.
4.The increase of customer’s trust toward their enterprise can improve customer’s satisfaction and loyalty.

The research also makes some suggestions for the banks. First, they should carry out the activities of the corporate social responsibility, moreover, in order to protect the stakeholders’ equity, the system of independent directors should be established and financial information should be transparent. Some feedback to the society is recommended as the behavior also can improve customer’s trust and satisfaction. Second, to establish the positive corporate image, risk management and the training for bank employees are recommended as they are a great help to improve the corporate value and customer’s loyalty. Finally, customer management is another way to improve customer’s satisfaction and loyalty, so we suggest the banks to be concerned with finance demands of their customers actively and do their best to notify the advantages and disadvantages of their finance products; this way, the reliability and recognition between banks and their customers will be kept and improved.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 5
第貳章 文獻探討 7
第一節 信任、顧客滿意度與顧客忠誠度 7
第二節 企業社會責任 15
第三節 企業社會責任、企業形象與企業價值 19
第四節 企業社會責任與信任及顧客滿意度之關係 25
第五節 企業形象與顧客忠誠度之關係 26
第參章 研究設計 29
第一節 研究架構 29
第二節 研究假說 30
第三節 研究變數衡量與操作性定義 37
第四節 問卷對象與問卷回收 41
第五節 統計方法 43
第肆章 實證結果 47
第一節 描述性統計分析 47
第二節 信度與效度分析 54
第三節 階層線性模型(HLM)之分析 58
第四節 企業社會責任與企業形象及企業價值之驗證 66
第五節 企業社會責任、顧客信任與顧客滿意度之驗證 67
第六節 企業形象、顧客滿意度與顧客忠誠度之驗證 71
第七節 各項研究假說檢驗之彙總 73
第伍章 結論與建議 75
第一節 研究結果 76
第二節 對企業經營之策略管理建議 78
第三節 研究限制與後續研究之建議 79
參考文獻 81
附錄一 93
附錄二 97

表4-1-1 顧客眼中善盡企業社會責任的銀行 52
表4-1-2 企業社會責任與企業價值各群組之平均數 53
表4-2-1 研究構面與問卷問項之平均數、標準差、偏態、峰度 56
表4-2-2 各衡量變數之共同性以及Cronbach’s α係數表 57
表4-3-1 不同指標之計算與比較 59
表4-3-2 顧客滿意度之ICC(1)檢定結果 60
表4-3-3 顧客忠誠度之ICC(1)檢定結果 60
表4-3-4 ICC指標分析 61
表4-3-5 樣本銀行rwg值 61
表4-3-6 個體層次各變數敘述統計 62
表4-3-7 總體層次各變數聚合敘述統計 63
表4-4-1 研究假說H1之迴歸分析 65
表4-4-2 研究假說H2之迴歸分析 65
表4-5-1 研究假說H3之HLM分析結果 65
表4-5-2 研究假說H4之HLM分析結果 65
表4-5-3 研究假說H5之HLM分析結果 65
表4-6-1 研究假說H6之HLM分析結果 65
表4-6-2 研究假說H7之HLM分析結果 65
表4-7-1 各項研究假說檢驗之彙總－整體樣本 65

圖1-3-1 研究流程圖 6
圖3-1-1 研究架構圖 30
圖4-1-1 年齡分佈圖 48
圖4-1-2 教育程度分佈圖 49
圖4-1-3 職業分佈圖 49
圖4-1-4 每月平均所得分佈圖 50
圖4-1-5 每週平均到銀行分佈圖 51

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