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研究生:粘舒媖
研究生(外文):Shu-Ying Nien
論文名稱:銀行業的網路服務影響顧客終身價值之探討
論文名稱(外文):A study of customer lifetime value in the internet banking
指導教授:紀麗秋紀麗秋引用關係
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:86
中文關鍵詞:服務品質品牌形象顧客滿意度顧客忠誠度顧客終身價值結構方程模式
外文關鍵詞:service qualitybrand imagecustomer satisfactioncustomer
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本研究探討網路銀行之「服務品質」、「品牌形象」、「顧客滿意度」、「顧客忠誠度」是否影響「顧客終身價值」,及其影響程度的大小。本研究發現「服務品質」與「品牌形象」係影響網路銀行「顧客終身價值」的重要因素。網路銀行的服務品質與品牌形象會影響消費者對顧客滿意度與顧客忠誠度,因此要吸引消費者再次光顧,必須提供消費者需求的商品組合並提供人性化的網路介面服務,期能符合消費者期望,進而提高顧客終身價值。
本研究之結果,希冀可作為金融業者參考之依據,以利其有效改進缺失,提高網路銀行的服務品質,增加消費者再次使用網路銀行的機會,進而提高顧客終身價值,讓消費者與銀行業者能達到雙贏之功效。
This study investigates whether customer lifetime value is influenced by the factors of service quality, brand image, customer satisfaction and loyalty for clients using internet banking. Moreover, this study examines the impacts of internet banking caused by consumers, as well as what affect customer lifetime value and the level of it. The finding shows that service quality and brand image are major factors affect customer lifetime value of internet banking. Banks’ service quality and brand image affect internet banking users’ customer satisfaction and loyalty. Therefore, for banks wish to keep attracting customers, they must provide related product portfolios and humanized interface service to reach consumers’ demands and raise customer lifetime value.
The results of this study can be referred to banks. In the process of improving weaknesses and advance service qualify of internet banking can let consumers increase the opportunities to use it and enhance customer lifetime value. Create a win-win situation for both customers and banks.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 viii
圖目錄 x
符號說明 xi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
1.3 研究對象與範圍 2
1.4 名詞定義 3
1.5 研究流程 3
第二章 文獻探討 6
2.1 網路銀行 6
2.1.1網路銀行的定義與特性 6
2.1.2網路銀行的類型與服務項目 7
2.2 服務品質 8
2.2.1服務品質的定義與特性 8
2.2.2服務品質的衡量構面 9
2.2.3服務品質的概念性模式 10
2.3 品牌形象 12
2.3.1品牌形象的定義與特性 12
2.3.2品牌形象的衡量構面 13
2.4 顧客滿意度 14
2.4.1顧客滿意度的定義與特性 14
2.4.2顧客滿意度的衡量構面 15
2.5 顧客忠誠度 16
2.5.1顧客忠誠度的定義與特性 16
2.5.2顧客忠誠度的衡量構面 17
2.6 顧客終身價值 17
2.6.1顧客終身價值的定義與特性 17
2.6.2顧客終身價值的衡量構面 18
第三章 研究方法 20
3.1 研究架構 20
3.2 研究假設 21
3.3 研究變數之操作型定義與衡量 24
3.3.1服務品質 24
3.3.2品牌形象 25
3.3.3顧客滿意度 26
3.3.4顧客忠誠度 27
3.3.5顧客終身價值 27
3.4 問卷設計與抽樣 28
3.4.1問卷設計 28
3.4.2抽樣設計 29
3.5 資料分析方法 29
3.5.1敘述性統計量 29
3.5.2信度分析 30
3.5.3探索性因素分析 30
3.5.4結構方程模式 31
第四章 資料分析 35
4.1 人口統計變數分析 35
4.2 敘述統計量分析 41
4.3 信度與效度分析 47
4.3.1信度分析 47
4.3.2效度分析 47
4.4 因素分析 48
4.5 結構方程模式分析 56
第五章 結論與建議 67
5.1 研究結論 67
5.2 研究建議 69
參考文獻 70
附錄一 問卷 78
Extended Abstract 83
簡歷 87
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