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研究生:蔡惠玲
研究生(外文):Tsai, Huei-Ling
論文名稱:中小企業對銀行業授信往來意願影響因素之研究
論文名稱(外文):On the Factors Affecting the Willingness of the Small and Medium-sized Enterprises to make loans with Banks
指導教授:黃翠瑛黃翠瑛引用關係
指導教授(外文):Huang, Tsui-Ying
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:99
語文別:中文
論文頁數:55
中文關鍵詞:中小企業服務品質企業形象顧客價值授信往來意願
外文關鍵詞:Small and Medium EnterprisesService QualityCorporate ImageCustomer’s ValuesCredit purchase intention
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中小企業面臨大環境嚴峻的挑戰,除了本身要建立正確的策略,亦需仰賴政府的政策支持及金融機構的奧援。近年的金融合併案及金融海嘯洗禮,金融機構大者恆大、屹立不搖之定律逐漸被推翻,中小企業愈加重視並慎選授信往來銀行,金融從業人員有必要探討中小企業選擇授信往來銀行之因素,作為爾後開發顧客、維繫顧客之依據。
本論文以雲嘉地區中小企業為研究對象,結論作為銀行業爭取企業顧客授信往來策略之參考,探討授信往來意願,著重服務品質、企業形象、顧客價值構念間的關係,瞭解對中小企業授信往來意願之影響。希望藉由研究假說的證實,提供銀行經營團隊行銷策略的參考,瞭解顧客端選擇授信往來銀行的關鍵因素,建構銀行業務穩健的顧客基礎。
本研究發放問卷268份,回收240份,採用結構方程式模型(SEM),利用AMOS5.0統計軟體進行問卷回收資料分析整理。研究結果,在假設檢定之驗證顯示:銀行業服務品質對顧客價值、企業形象及授信往來意願均具有正向影響,顧客價值對授信往來意願,及企業形象對授信往來意願亦具有正向影響;然而,企業形象對顧客價值具有正向影響並未獲得支持。銀行強化服務品質,以優質企業形象,反應合理知覺價值,所形成的顧客意向行為之間的關聯,確實會影響中小企業授信往來意願。建議銀行業應以顧客導向出發,加強徵授信人員專業能力,瞭解顧客需求;提供差異化之專案融資報價及多元的金流平台服務;建構銀行的企業文化及願景,讓顧客足以信賴;作好整合行銷,經營恆長性的顧客友好關係,提昇顧客對銀行的忠誠度,厚植銀行營運的綜合績效,有效提昇銀行獲利。
本研究所討論的架構,僅以部分影響企金授信顧客往來意願之因素進行探討,故後續研究者可再深入研究。

Facing severe challenge of economic environment, small and medium-sized enterprises need to set up correct tactics and seek the supports of not only government but also financial institutions. Due to the mergers and acquisitions in financial institutions and financial crisis in recent years, we have found that the law of the bigger the stronger and the stronger is getting strong is no longer appropriate for bank business, and SMEs have put more emphasis on cautiously selecting a correspondent credit bank. Therefore, it is necessary for financial staff to understand what factors that SMEs take in to consideration referring to credit purchase intention, so that financial staff can know how to find potential customers and maintain customer relationships in the future.
The research subjects are SMEs in Yunlin and Chiayi area. We try to figure out the determinants of credit purchase intention, and use this research to make conclusion that the determinants are based on the relationship among service quality, corporate image, and customer value, which not only can be good strategies for banks to attract SEMs to get loans but also affect credit purchase intention of SMEs. By testifying the results of this research, we want to provide the reference of credit and marketing strategy for bank management teams to understand key factors for SMEs to choose a correspondent credit bank, so that bank management can have stability of customer.
The questionnaire contains 268 subjects to fill out, and a total of 240 questionnaires return. Survey is analyzed and processed by the structural equation model (SEM) and AMOS 5.0. The result of this research is proved that good service quality of banking will have positive effect on customer’s values, corporate image and credit purchase intention. Customer’s values and corporate image also have positive on credit purchase intention. However, whether corporate images may have positive effect on customer’s values is not confirmed. By improving high service quality with brand corporate image to reflect reasonable worth of perception and establish the relationship between customer’s behavior and intention indeed affect enterprise customers’ willingness to have business with banks. Therefore, we suggest banking be customer-oriented, enhance credit officer professional ability, and understand customer needs. Offering diversified finance project and various capital flow platform services are also practicable. Establishing banking corporate culture and vision can gain customer’s trust. Making integrated marketing well, running long-term business relations between customers will not only strengthen customers’ loyalty to the bank, increase comprehensive operant performance of the bank but also effectively promote the profitability of the bank.
The frame of this research is merely designed to find out some factors affecting the Credit purchase intention; other researchers can take further survey on this topic.

第一章緒論………………………………………………………………1
第一節研究背景與動機…………………………………………………1
第二節研究目的…………………………………………………………6
第三節研究範圍與對象…………………………………………………6
第四節研究流程…………………………………………………………6
第二章文獻探討…………………………………………………………8
第一節中小企業…………………………………………………………8
第二節授信往來意願……………………………………………………9
第三節服務品質…………………………………………………………11
第四節企業形象…………………………………………………………12
第五節顧客價值…………………………………………………………13
第六節各構面間的關係及研究假說……………………………………13
第三章研究方法…………………………………………………………17
第一節研究架構…………………………………………………………17
第二節研究假設…………………………………………………………17
第三節研究構面之操作性定義與衡量…………………………………18
第四節研究對象與抽樣…………………………………………………21
第五節統計分析方法……………………………………………………22
第六節前測………………………………………………………………24
第四章實證結果與討論…………………………………………………26
第一節基本敘述性統計分析……………………………………………26
第二節信度與效度分析…………………………………………………31
第三節整體模式分析與假設驗證………………………………………38
第五章結論與建議………………………………………………………42
第一節研究結論…………………………………………………………42
第二節管理意涵…………………………………………………………45
第三節未來研究方向與研究限制………………………………………46
參考文獻…………………………………………………………………47
附錄………………………………………………………………………53

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