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研究生:陳淑華
研究生(外文):Shu Hua Chen
論文名稱:信用卡顧客之關係利益與關係慣性對顧客忠誠度之影響-以顧客價值為中介變數
論文名稱(外文):The Effects of Relationship Benefit and Relationship Inertia on Customer Loyalty of Credit Card Consumers--Customer Value as a Mediator
指導教授:楊敏里楊敏里引用關係
指導教授(外文):Min-Li Yang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系碩士在職專班
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:2012
畢業學年度:100
語文別:中文
論文頁數:88
中文關鍵詞:關係利益關係慣性顧客價值顧客忠誠度
外文關鍵詞:Relationship BenefitRelationship InertiaCustomer ValueCustomer Loyalty
相關次數:
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台灣在1993年開放信用卡市場後,便開啟國內信用卡市場激烈爭奪戰的序幕,而目前國內信用卡市場發展已進入成熟期階段,對於信用卡業者而言,除了開發新客戶外,穩固既有客戶群變得更為重要。業者應思維如何與顧客建立及維持長期良好的互動關係,提高滿意度,加強其忠誠度,以獲取更高的利潤,方能永續成長與發展,因此本研究嘗試建構以關係利益與關係慣性為前因變項探討其對顧客忠誠度的影響,再輔以顧客價值作為中介變數進行研究。本研究以20歲以上持有信用卡之顧客為研究對象,採人員發放問卷的方式來進行實證研究。
本研究共收回395份有效問卷,由研究結果可以發現關係利益與關係慣性對顧客忠誠度皆具有顯著影響;關係利益與關係慣性會透過顧客價值之中介效果影響顧客忠誠度。因此發卡銀行若想增加顧客忠誠度的強度,透過顧客價值中介的影響,會有較明顯效果。
企業可透過顧客關係管理,了解顧客並提供滿足其需求的產品與服務,必能提高顧客滿意度,增加顧客的價值感受,留住忠誠的顧客為公司帶來實質效益。本研究分析結果提供以下建議:一、建立顧客關係利益,以增強與顧客之間的連結關係。二、強化顧客之關係慣性,以提升顧客忠誠度。三、建構高度顧客價值,增加顧客滿意度,提高顧客忠誠度。本研究結果期能提供實務上對信用卡顧客關係管理規劃及行銷策略之參考依據。
The domestic war of “credit card” has heated up since Taiwan opened the credit card market in 1993. The development of the credit card market has entered into a mature stage so far. For credit card companies, apart from looking for new customers, to maintain their existing customer base becomes more important. Credit card companies should brainstorm ways to build up and maintain a good long-term interactive relationship with customers, enhance customers’ satisfaction, and strengthen their loyalty in order to gain higher profits and achieve sustainable growth and development. Therefore, this study attempts to build up relational benefits and relationship inertia as the antecedents to explore the influence they have on customers’ loyalty, and then to conduct an investigation by using the customer value as the mediator. The participants of this study are credit card holders who are 20 years old or above. An empirical study was carried out using questionnaires.
There were 395 valid questionnaires in total. The study found that both relational benefits and relationship inertia had a significant influence on the customers’ loyalty. Customer value mediated the effects of relationship inertia and relational benefits on customers’ loyalty. Thus, if the issuing bank wants to strengthen customers’ loyalty, the effect will be more obvious if the bank uses the influence of customer value as the mediator.
Through the customer relationship management, credit card companies could know more about customers and provide the products and services which could meet customers’ demands and requirements. This will definitely increase the customers’ satisfaction and perception of the value, retain loyal customers and bring the real benefits for the company. According to the analytical result, this study suggests the following: 1. to build the customer’s relational benefits and to strengthen the relationship between companies and customers. 2. To strengthen customers’ relationship inertia and to increase the loyalty. 3. To build a high customer value and increase customers’ satisfaction and loyalty. The study aims to provide a reference in regard to credit card customer relationship management planning and marketing strategies in practice.
中文摘要 i
英文摘要 ii
致謝 iv
目錄 v
表 目 錄 vi
圖 目 錄 viii
第一章 緒論 9
第一節 研究背景 9
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 信用卡市場概述 6
第二節 關係利益 12
第三節 關係慣性 16
第四節 顧客價值 20
第五節 顧客忠誠度 26
第三章 研究方法 30
第一節 研究架構 30
第二節 研究變數操作性定義與衡量 31
第三節 研究假說 35
第四節 研究設計 40
第五節 資料分析方法 41
第六節 問卷前測 43
第四章 資料分析結果 45
第一節 信度與效度分析 45
第二節 敘述性統計分析 49
第三節 人口統計變項與各變數差異分析 55
第四節 研究變數之相關分析 60
第五節 迴歸分析 62
第六節 驗證假說 69
第五章 研究結論與建議 70
第一節 結論 70
第二節 管理意涵與研究貢獻 74
第三節 研究限制與後續研究建議 76
參考文獻 77
附 錄 85
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行政院金融監督管理委員會銀行局http://www.banking.gov.tw/ch/
財團法人聯合信用卡處理中心:http://www.nccc.com.tw/

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