臺灣博碩士論文加值系統

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
一、網站部份
1.Institute for Information Industry, http://www.iii.org.tw/
2.104市調中，http://www.104survey.com/104Survey/portal/research/researchShow.jsf
3.創市際市場研究顧問公司，http://www.insightxplorer.com/index.html
4.30雜誌網，http://forum.30.com.tw/Main/index.aspx
5.電子商務時報，http://www.ectimes.org.tw/
6.數位時代，http://www.bnext.com.tw/
7.工商時報，http://ctee.com.tw
8.財金資訊股份有限公司，http://www.fisc.com.tw/FISCWeb/Index.aspx
二、中文部份
1.關復勇(1998)，「專業服務接觸互動行銷中關係品質知覺之研究－以護理人員與病患間關係為例」，國立中山大學企業管理研究所博士論文。
2.張峻銘(2000)，「互動行銷技術對關係行銷之影響」，國立政治大學企業管理學研究所碩士論文。
3.江怡慧、陳怡樺(2000)，「網路銀行使用者之行為分析」，產業金融，第107期，頁88-102。
4.蔡佩鈴(2000)，「台灣高科技廠商使用網路銀行之相關因素研究」，國立交通大學經營管理研究所未出版之碩士論文。
5.朱治強(2002)，「銀行業者新趨勢－網路銀行」，全球網際網路雜誌，第30期。
6.周文賢、游信益(2005)，「網路銀行服務品質、關係品質與顧客忠誠之研究」，企業管理學報，第65期，頁31-60。
7.徐泊源(2005)，「企業購買火災保險之服務品質及知覺價格對知覺價值與再購意願之影響」，逢甲大學碩士論文。
8.廖恆熙(2008)，「網路銀行之顧客滿意度及行為意圖研究－以國內某銀行為例」，國立東華大學企業管理研究所碩士論文。
三、英文部分
1.Anderson, J.C. & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54, 42-58.
2.Alam, N., Kauppusamy, M., Raman, M., & Stephenaus, R. (2008). Information technology in Malaysia: E-service quality and uptake of Internet banking. Journal of Internet Banking and Commerce, 13(2), 1-17.
3.Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. NJ: Prentice-Hall.
4.Athanassopolos, A.D. (2000). Customer satisfaction cues to supermarket segmentation and explain switching behavior. Journal of Business Research, 47(3), 919-207.
5.Babin, B.J. & Griffin, M. (1998). The nature of satisfaction: An updated examination and analysis. Journal of Business Research, 41, 127-136.
6.Bansal, H.S., Gregory, P.I., & Taylor, S.F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234-250.
7.Barnes, S. J., & Vidgen., R.(2001). An evaluation of cyber-bookshops: The WebQual method.International Journal of Electronic Commerce, 6(1), 11-30.
8.Bauer, H. H., Falk, T., & Hammerschmidt, M. (2005). Measuring the service quality of ebanking portals. International Journal Bank Mark, 23(2), 153-75.
9.Binter, B.J (1990). Evaluating service encounters: The effects of physical surrounding and employee response. Journal of Marketing, 54(2), 69-82.
10.Binter, B.J., & Meuter, M. L. (2000). Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28, 138-149.
11.Bolton, R.N., & Lemon, K.N. (1999). A dynamic model of customers’ usage of services：Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(5), 171-186.
12.Boulding, W., Kalra A., Staelin R., & Zeithaml, V.A. (1993). A dynamic process model of service quality: From expection to behavioral intentions. Journal of Marketing Research, 30, 7-27.
13.Buzzell, R.D., & Gale, B.T. (1987). The PIMS principles: Linking strategy to performance. New York: The Free Press.
14.Carman, J.M. (1990). Consumer perceptions of service quality: A assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.
15.Croby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81.
16.Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
17.Culnan, M. J. (1999). Georgetown internet privacy policy study: Privacy online in 1999: A report to the FTC, Washington DC: Georgetown University.
18.Davis, J. (1989). Construct validity in measurement: A pattern matching approach. Evaluation and Program Planning, 12(1), 31-36.
19.De Wulf, K., Odekerken-Schröder, G., & Lacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Markeying, 65(4), 33-50.
20.Donovan, R.J., & Rossiter, J.R. (1982). Store atmosphere an environmental psychology approach. Journal of Retailing, 58, 34-59.
21.Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing relationships. Journal of Marketing, 51(2), 11-27.
22.Farsad & Elshennawy. (1989). Defining service quality is difficult for service and manufacturing firms. Industrial Engineering, 21, 17.
23.Fornel, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer management: A theoretical analysis. Journal of Marketing Research, 24, 337-346.
24.Friedman, B., Kahn Jr., P.H., & Howe., D.C. (2000). Trust Online. Communications of the ACM, 43, 34-40.
25.Ganesh, J., Mark, J.A., & Kristy E.R. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 65-87.
26.Garbarino, E., & Johnson, M.S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70-87.
27.Garvin, D.A. (1983). Quality on the line. Harvard Business Review, 61(5), 74-75.
28.Garvin, D.A. (1984). What does ‘product quality’ really mean? Sloan Management Review, 26(1) Fall, 25-44.
29.Gronroos, C., Heinonen, F., Isoniemi, K., & Lindholm, M. (2000). The NetOffer model: A case example from the virtual marketspace.” Manage Decis, 38(4), 243-52.
30.Gruen, T.W., Summers, J.O. & Acito, F. (2000). Relationship marketing activities,commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49.
31.Gummesson, E. (1987). The new marketing: developing long-term interactive relationships. Long Range Planning, 20(4), 10-20.
32.Hair, J.F., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate data analysis. NJ :Prentice-Hall Inc.
33.Harrison, T. (2000). Financial Service Marketing, Pearson Education.
34.Hennig-Thuau, T., & Klee, A. (1997). The impact of customer satisfaction relationship quality on customer retention: A critical reassessment development. Psychology and Marketing, 14(8), 737-764.
35.Hoffman, D. L., & Novak, T. P. (1998). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60, 50-68.
36.Hurley, R.F., & Estelami, H. (1998). Alternative indexes for monitoring customer perceptions of service quality: A comparative evaluation in a retail context. Journal of the Academy of Marketing Science, 26(3), 209-221.
37.Jayasuriya, R. (1998). Measuring service quality in IT services: Using service encounters to elicit quality dimensions. Journal of Professional Services Marketing, 10(1).11-23.
38.Johnson, J. L. (1999). Strategic integration in industrial distribution channels: Managing the interfirm relationship as a strategic asset. Journal of the Academy of Marketing Science, 27(1), 4-18.
39.Juran, J. M., & Gryna., F. M. (1970). Quality planning and analysis. McGraw-Hill, New York, NY.
40.Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, 39, 31-36.
41.Keating B., Rugimbana, R., & Quazi, A. (2003). Differentiating between service quality and relationship quality in cyberspace. Managing Service Quality, 13(3) , 217-232.
42.Keaveney, S. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59, 71-82.
43.Kettinger, W.J., & Choong, C.L. (1997). Pragmatic perspectives on the measurement of information systems service quality. MIS Quarterly, 21(2), 223-240.
44.Kim, W.G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. Hospitality Management, 21, 321-338.
45.Kordupleski, R.E., Rust, R.T., & Zahorik, A.J. (1993). Why improving quality doesn’t improve quality (Or whatever happened to marketing?). California Management Review, 35, 82-95.
46.Kumar, N., Scheeer, L.K., & Jan-Benedict E.M. Steenkamp. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(1), 54-65.
47.Lagace, R., Dahlstrom, R., & Gassenheimer, J. B. (1991). The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry. Journal of Personal Selling and Sales Management, 11(4), 39-47.
48.Lang, B., & Colgate, M. (2003). Relationship quality, on-line banking and the information technology gap. International Journal of Bank Marketing, 21(1), 29-37.
49.Levitt, T. (1986). The Marketing Imagination, New York, NY: The Free Press.
50.Leuthesser, L., (1997). Supplier relational behavior: An empirical assessment. Industrial Marketing Management, 26(3), 245-254.
51.Lewis, B.R., & Booms, B.H. (1983). Defining and measuring the quality of customer service. Marketing Intelligence and Planning, 8, 11-17.
52.Liao, S., Yuan, P.S., Wang, H., & Chen, A. (1999). The adoption of virtual banking: An empirical study. International journal of Information Management, 19(1), 63-74.
53.Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information and Management, 38, 23-33.
54.Morgan, R.M., & Hunt, S.D. (1994).The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
55.Nunnally, J.C., & Bernstein, I.H. (1994). Psychometric Theory 3rd ed. New York: McGraw-Hill.
56.Odekerken-Schröder, G., De Wulf, K., &Van Kenhove, P. (2003). Investments in consumer relationships: A critical reassessment and model extension. Internatiomal Review of Retail, Distribution and Consumer Research, 13(3), 245-261.
57.Parasuraman, A., Zeithaml, V.A., & Berry,L.L. (1985). Problems and strategies in service marketing. Journal of Marketing, 49(1), 33-46.
58.Parasuraman, A., Zeithaml, V.A., & Berry,L.L. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.
59.Parasuraman, A., Zeithaml, V.A., & Berry,L.L. (1988). SERVAUAL: A multiple-item scale for measuring customer expectations of service. Journal of Retailing, 64, 12-40.
60.Parasuraman, A., Zeithaml, V.A., & Berry,L.L. (1991). Refinement and reassessment of the SERVOQUAL scale. Journal of Retailing, 67(4), 420-450.
61.Parasuraman, A. (1996). Understanding and Leveraging the Role of Customer Service in External, Interactive and Internal Marketing. Frontiers in Services Conference Papers, Co-sponsored by the American Marketing Association, Nashville, TN.
62.Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28 (1), 168-174.
63.Parasuraman, A., Zeithaml, V. A., & Malhotra. A. (2005). E-S-QUAL-a multiple-Item Scale for assessing electronic service quality. Journal Service Research, 7(3), 213-33.
64.Phillips, L.W., Chang, D.R., & Buzzell, R.D. (1983). Product quality, cost position and business performance: A test of some key hypotheses. Journal of Marketing, 47(Spring), 26-43.
65.Ping, R.A. (1993). The effects of Satisfaction and structural constraints on retailer exiting, voices, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 321-349.
66.Price, L.L., & Arnould, E.J. (1999). Commercial friendships: Service provider-client relationships in context. Journal of Marketing, 63, 38-56.
67.Ranaweera, & Prabhu. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12, 82-90.
68.Reichheld, F.F., & Sasser Jr. W.E.. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68, 105-111.
69.Rust, R.T., & Zahorik, A.J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69, 193-215.
70.Rust, R.T., & Oliver, R.L. (1994). Service quality: Insights and managerial implications from the frontier. In Rust, R.T. & Oliver, R.L. (Eds), Service quality: New directions in theory and practice, 1-99, Sage Publications, Thousand Oaks, CA.
71.Rust, R. T., & Lemon., K. N. (2001). E-service and the consumer. International Journal Electron Commer ,5(3), 85-101.
72.Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of Academy of Marketing Scienc, 128(1), 150-167.
73.Sneddon, M. (1997). Cyberbanking: Remote banking using the Internet. Australian Business Law Review, 25(1), 64-67.
74.Smith, B.J. (1998). Buyer-Seller relationships: Bonds, relationship, management, and sex-type. Canadian Journal of Administrative Science, 15(1), 3-21.
75.Storbacka, K., Standvik, T., & Gronroos, C. (1994). Managing customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5,(5), 21-38.
76.Van Riel, A. C. R., Liljander, V., & Jurriens., P. (2001). Exploring consumer evaluations of eservices: A portal site. International Journal Service and Manage, 12(3/4), 359-77.
77.Wakefield, R.L. (2001). Measuring Service Quality: A reexamination and extension. The CPA Journal, 55-68.
78.Wolfinbarger, M., &. Gilly, M.C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal Retailing, 79, 183-98.
79.Wulf, K.D., Odekerken-Schruder, G., & Lacobucci, D. (2001). Investments in consumer relationship: A cross-sountry and cross-industry exploration. Journal of Marketing, 65(4), 33-55.
80.Yang, Z., Peterson, R.T., & Huang, L. (2001). Taking the pulse of internet pharmacies. Marketing Health Service, Summer, 5-10.
81.Yeung, M.C.H., & Ennew, C.T. (2001). Measuring the impact of customer satisfaction on profitability: A sectoral analysis. Journal of Targeting, Measuring and Analysis for Marketing, 10, 106-116.
82.Yoo, B., & Donthu, N. (2001). Developing a Scale to measure perceived quality of an internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-46.
83.Zithaml, V.A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
84.Zeithaml, V. A., Leonard, L.B., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
85.Zeithaml, V. A., Parasuraman, A., & Malhotra. A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academic of Marketing Science, 30, 362-375.