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研究生:徐仙珠
研究生(外文):Shian-Ju Hsu
論文名稱:信任、承諾、經濟誘因、服務品質與顧客忠誠度之實證研究-以中部地區財富管理顧客為例
論文名稱(外文):The Empirical study of Trust,Commitment,Ecomomic Incentives,Services Quality and Customer Loyalty:Wealth Management Customer Case Study.
指導教授:吳志文吳志文引用關係
指導教授(外文):Chin-Wen Wu
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
畢業學年度:97
語文別:中文
論文頁數:82
中文關鍵詞:財富管理結構方程式信任承諾經濟誘因服務品質顧客忠誠度
外文關鍵詞:Wealth ManagementSEMTrustCommitmentEconomic IncentivesService QualityCustomer Loyalty
相關次數:
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顧客忠誠度是現今企業成就與否的關鍵因素,近年來顧客忠誠度在金融財富管理業一直被廣為探討,當財富管理愈趨受重視的現在, 顧客的忠誠度備受考驗,過去財富管理業對顧客忠誠度的研究較少談及經濟誘因是否影響財富管理顧客的顧客忠誠度?以及顧客對銀行的信任、承諾、經濟誘因、服務品質與顧客忠誠度之間的相互關係?根據過去文獻研究的不足,因此本研究欲透過文獻探討瞭解影響顧客忠誠度的關鍵因素,故本研究根據信任、承諾、經濟誘因、服務品質與顧客忠誠度之理論基礎以發展研究架構。
本研究利用問卷調查方式,主要鎖定中部地區的財富管理顧客為研究對象,並採取便利性抽樣,總計發放1000份問卷,回收樣本為有效樣本340份,本研究透過統計分析工具LISREL8.5,以及利用結構方程式((Structural Equation Modeling;SEM)來驗證研究架構之整體模式以及假設檢定。並根據實證研究結果瞭解其管理意涵,給予財富管理業者及後續研究者提出建議。
本研究實證結果發現:(一)經濟誘因對顧客忠誠度有顯著正面的影響;(二)服務品質對信任有顯著正面的影響;(三)服務品質對承諾有顯著正面的影響;(四)服務品質對顧客忠誠度有顯著正面的影響;(五)信任對顧客忠誠度有顯著正面的影響;(六)承諾對顧客忠誠度有顯著正面的影響;(七)信任對承諾有顯著正面的影響。
Customer loyalty is an important variable for both services marketing researchers and industry.While the importance of customer loyalty has been recognized in marketing Literature for at least three decades,the development and empirical validation of a customer loyalty model for wealth management context had not been addressed.
Customer loyalty in services is the focus of the research. The purpose of this study is to develop a empirical model of customer loyalty for wealth management context from consumer perspectives.Based on marketing literature,a comprehensive set of constructs and hyotheses were proposed with personal interview and SEM methodology for testing them.Trust,commitment,economic incentives and perceived service quality were hypothesized to be direct or indirect determinants of customer loyalty.The rseults indicate that relational outcomes in general are important to customer loyalty.The construct of trust and commitment were found to be related significantly and positively with customer loyalty.The effect of trust appears to have as strong an effect as perceptions of commitment and service quality. The findings indicate important implications for both marketers and researchers.Marketing strategists need to be clear about pursuing either a loyalty or a value for economic incentive(money) strategy.
Finally ,potential theoretical and managerial implications of the proposed model will be disussed.
頁次
中文摘要……………………………………………………………Ⅰ
英文摘要……………………………………………………………Ⅱ
目錄…………………………………………………………………Ⅲ
表目錄………………………………………………………………Ⅳ
圖目錄………………………………………………………………Ⅳ

第一章 緒論……………………………………………………1
第一節 研究背景………………………………………………1
第二節 研究動機………………………………………………6
第三節 研究目的………………………………………………8
第四節 研究流程………………………………………………9

第二章 文獻探討……………………………………………10
第一節 信任…………………………………………………10
第二節 承諾…………………………………………………13
第三節 經濟誘因……………………………………………16
第四節 服務品質……………………………………………19
第五節 顧客忠誠度…………………………………………23

第三章 研究假設與方法……………………………………26
第一節 研究架構……………………………………………26
第二節 研究假設……………………………………………27
第三節 變數定義與衡量……………………………………31
第四節 研究設計……………………………………………35
第五節 調查方法……………………………………………37
第六節 統計分析方法………………………………………39

第四章 實證結果……………………………………………41
第一節 樣本結構分析………………………………………41
第二節 信度效度分析………………………………………53
第三節 衡量模型……………………………………………58
第四節 線性結構方程式……………………………………60

第五章 討論與管理意涵……………………………………63
第一節 討論…………………………………………………63
第二節 管理意涵……………………………………………68

第六章 結論與建議…………………………………………72
第一節 研究結論……………………………………………72
第二節 研究限制……………………………………………74
第三節 後續研究建議………………………………………75
參考文獻………………………………………………………76
附錄-問卷………………………………………………………80


頁次
表2-1 信任的衡量構面…………………………………………12
表2-2 承諾的衡量構面…………………………………………15
表2-3 經濟誘因的定義…………………………………………16
表2-4 銀行業提供的經濟誘因型式……………………………18
表2-5 服務品質的定義…………………………………………20
表2-6 顧客忠誠度衡量構面……………………………………25
表3-1 PZB三位學者衡量服務品質之構面與本研究構面定義之關係32
表3-2 信任、承諾、經濟誘因、服務品質與顧客忠誠度的衡量項目
彙整表………………………………………………………33
表3-3 本研究問卷…………………………………………………36
表4-1 往來銀行……………………………………………………42
表4-2 性別…………………………………………………………42
表4-3 年齡…………………………………………………………43
表4-4 婚姻…………………………………………………………43
表4-5 學歷…………………………………………………………44
表4-6 職業…………………………………………………………45
表4-7 平均月薪……………………………………………………46
表4-8 投資理財商品總金額………………………………………47
表4-9 購買經驗……………………………………………………48
表4-10 信任敍述性統計分析……………………………………49
表4-11 承諾敍述性統計分析……………………………………50
表4-12 經濟誘因敍述性統計分析………………………………50
表4-13 服務品質敍述性統計分析………………………………51
表4-14 顧客忠誠度敍述性統計分析……………………………52
表4-15 信任的信度分析…………………………………………53
表4-16 承諾的信度分析…………………………………………54
表4-17 經濟誘因的信度分析……………………………………55
表4-18 服務品質的信度分析……………………………………56
表4-19 顧客忠誠度的信度分析…………………………………57
表4-20 研究模型整體配適度……………………………………59
表4-21 整體樣本模式各變項路徑之關係與假設檢定…………61
表4-22 研究假說實證結果………………………………………62


圖目錄 頁次
圖 1-1 研究流程…………………………………………………9
圖 3-1 研究架構…………………………………………………26
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