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研究生:曾清永
研究生(外文):Cing-yong Tseng
論文名稱:知覺服務品質與知覺關係品質對顧客轉換意圖之影響-以網路銀行為例
論文名稱(外文):The Effects of Perceived Service Quality and Perceived Relationship Quality on Customer Switching Intention-The Case of Internet Banking
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):Yen-ting Chiu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
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
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:79
中文關鍵詞:網路銀行知覺服務品質知覺關係品質轉換意圖
外文關鍵詞:internet bankingperceived service qualityperceived relationship qualityswitching intention
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隨著資訊科技迅速的發展及網際網路的普遍,國內銀行業者為了因應電子商務的趨勢,紛紛成立網路銀行,提供更便利與更有效率的銀行服務。由於顧客與服務人員之間沒有直接接觸,所以網路銀行不同於透過櫃檯服務的傳統銀行。因此,顧客知覺到的服務品質乃是網路銀行不可或缺的核心競爭力。因此,本研究的目的在探討顧客在使用網路銀行時,其知覺服務品質與知覺關係品質對轉換意圖的影響關係。
本研究以國內使用過網路銀行的顧客為研究對象,共回收有效問卷428份。研究結果歸納如下:
1.網路銀行的顧客知覺服務品質對顧客的知覺關係品質有正向顯著關係。
2.網路銀行的顧客知覺服務品質對顧客的轉換意圖有負向顯著關係。
3.網路銀行的顧客知覺關係品質對顧客的轉換意圖有負向顯著關係
4.網路銀行的顧客知覺關係品質並不會中介顧客的知覺服務品質與轉換意圖。
With the development of information technology and popularity of internet, domestic banks have established internet banking to respond to the trend of electronic commerce and provide customers with more convenient and efficient banking services. Internet banking is different from conventional over-the-counter banking because there is no direct contact between the customer and the service personnel. Consequently, the service quality of customers’ perception is indispensable core competitiveness to the Internet banking. Therefore, the major purpose of the study is to investigate the effects of perceived service quality and perceived relationship quality on customer switching intension when customers use Internet banking.
Customers with experiences of using Internet banking are chosen as research subjects in this study. A total of 428 effective samples were received. The conclusions of findings are as follow:
1.Customers’ perceived service quality is positively related to the customers’ perceived relationship quality on using Internet banking.
2.Customers’ perceived service quality is negatively related to the customers’ switching intention on using Internet banking.
3.Customers’ perceived relationship quality is negatively related to the customers’ switching intention on using Internet banking.
4.Customers’ perceived relationship quality doesn’t play a mediating role on the relationship between customers’ perceived service quality and customers’ switching intention on using Internet banking.
目 錄
中文摘要 I
英文摘要 II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍 4
第四節 研究流程 5
第貳章 文獻回顧 6
第一節 網路銀行 6
第二節 知覺服務品質 11
第三節 知覺關係品質 18
第四節 轉換意圖 22
第五節 各變數之間的關聯性 24
第参章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 變數操作性定義與衡量 31
第四節 問卷設計與前測執行 35
第五節 正式問卷調查 38
第肆章 資料分析與討論 41
第一節 樣本敘述性分析 41
第二節 信度與效度分析 43
第三節 皮爾森相關分析 45
第四節 各變數回歸分析 46
第五節 知覺關係品質之中介效果 49
第伍章 結論與建議 52
第一節 研究結論 52
第二節 行銷意涵 55
第三節 研究貢獻 56
第四節 研究限制 57
第五節 後續研究建議 58
參考文獻 59
附錄-正式問卷 67
表目錄
表2-1 目前國內網路銀行提供的服務項目表 8
表2-2 知覺服務品質之定義 12
表2-3 知覺關係品質構面整理表 20
表3-1 知覺服務品質量表題項來源整理 32
表3-2 知覺關係品質量表題項來源整理 33
表3-3 轉換意圖量表題項來源整理 34
表3-4 問卷信度分析結果表 37
表4-1 人口統計資料表 42
表4-2 各變數與衡量構面之信度值 43
表4-3 效度分析表 44
表4-4 變數之皮爾森相關係數 45
表4-5 知覺服務品質與知覺關係品質之簡單迴歸分析 46
表4-6 知覺服務品質與轉換意圖之簡單迴歸分析 47
表4-7 知覺關係品質與轉換意圖之簡單迴歸分析 48
表4-8 知覺服務品質、知覺關係品質與轉換意圖之多元迴歸分析 50
表4-9 知覺關係品質中介效果檢驗表 51
表5-1 假設檢定結果表 52
圖目錄
圖1-1 研究流程 5
圖2-1 關係品質模式 19
圖3-1 本研究架構 28
圖4-1 中介效果檢驗流程圖 49
參考文獻
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