臺灣博碩士論文加值系統

本研究目的為探討信用卡業務人員服務行為對顧客滿意度及顧客忠誠度之
影響。本研究建構一個理論模型以檢驗變數之間的關係，資料以問卷方式蒐集，
並以迴歸分析檢測三個假說。本研究以189 位消費者為研究對象，實證結果顯
示：信用卡業務人員角色內服務行為與顧客滿意度有顯著正向影響，其次信用卡
業務人員角色外服務行為與顧客滿意度亦有顯著正向影響，且顧客滿意度與顧客
忠誠度有顯著正向影響。本研究之研究成果，期望能提供給對銀行信用卡部門作
為增進顧客對信用卡申辦時決策的參考。

Abstract
The main purpose of the thesis is to study the effects of credit card promotional staff’s service behavior on service satisfaction.
This study constructed a theory model and checked the relation among variables. The data were collected via questionnaires and analyzed by regression analysis to test three hypotheses in theory model. This study contains 189 consumers and the results show: credit card promotional staffs’ role and extra- role service cause the positive effects on service satisfaction; furthermore, the service satisfaction and the customer loyalty are the positively effect.
The results intend to provide practical reference to the credit card department of banks in drafting related policies.

中文摘要 ........................................................................................................................ i
英文摘要 ......................................................................................................................... ii
目錄.............................................................................................................................. iii
表目錄 ........................................................................................................................... v
圖目錄 ......................................................................................................................... vii
第一章 緒論................................................................................................................ 1
第一節 研究動機與目的.......................................................................................... 1
第二節 研究問題...................................................................................................... 2
第三節 研究流程...................................................................................................... 3
第二章 文獻探討 ....................................................................................................... 4
第二節 台灣信用卡市場的現況分析...................................................................... 4
第二節 服務行為...................................................................................................... 7
第三節 顧客滿意度................................................................................................ 10
第四節 顧客忠誠度................................................................................................ 17
第五節 服務行為與顧客滿意度............................................................................ 20
第三章研究方法與設計 ........................................................................................... 21
第一節 研究架構.................................................................................................... 21
第二節 研究假說.................................................................................................... 22
第三節 變數操作性定義與衡量............................................................................ 23
第四節 資料蒐集.................................................................................................... 28
第五節 資料分析方法............................................................................................ 29
第四章實證分析結果 ............................................................................................... 30
第一節 敘述性統計分析........................................................................................ 30
第二節 排序分析.................................................................................................... 31
第三節 因素分析.................................................................................................... 36
第四節 迴歸分析.................................................................................................... 40
第五節 變異數分析................................................................................................ 43
第五章研究結論與建議 ........................................................................................... 51
第一節 研究結論.................................................................................................... 51
第二節 建議............................................................................................................ 53
第三節 研究限制.................................................................................................... 54
iv
第四節 未來研究方向............................................................................................ 55
參考文獻 ..................................................................................................................... 56

參考文獻
王明元、李明聰、徐慧嫻 (2011)。感知價值、滿意度與忠誠度之研究一以高雄市打狗英國領事官邸餐廳為例。商業現代化學刊，6(1)，73-92。
王明元、曾麗燕 (2009)。遊客對渡假旅館的吸引力、滿意度及忠誠度之研究。商業現代化學刊，5(2)，71-86。
李春長、楊宗憲、游淑滿、邱鈺娟 (2011)。房屋仲介從業人員之服務品質、消費者搜尋成本與顧客滿意度對顧客忠誠度之影響。管理與系統，18(1)，113-142。
汪美伶 (2009)。社會支持對角色外顧客服務行為之影響。中原企管評論，7(2)，29-58。
林士彥、陳冠仰 (2009)。國民旅遊在服務品質、服務價值、滿意度與忠誠度關係之研究─以茂林國家風景區為例。顧客滿意學刊，5(1)，1-32。
柯重焜、吳繼文 (2008)。顧客消費經驗、滿意度與忠誠度之探討—以國內壽險商品為例。臺灣觀光學報，5，49-66。
孫德修、趙正敏、陳家祥、張煌基 (2011)。團體套裝旅遊消費者之消費體驗、滿意度與忠誠度關係之研究。顧客滿意學刊，7(1)，23-54。
徐慧霞、何苔麗 (2009)。顧客關係管理系統導入對金融業顧客滿意度及忠誠度的影響。中華技術學院學報，40，61-76。
高瑞新 (2007)。工作滿意度、服務行為與警察服務品質關聯性之研究－以高雄港務警察局為例。朝陽商管評論，6(1)，99-132。
陳悅琴、黃昱傑 (2009)。供給者服務行為對消費者參與服務之前因與後果之影響─以美髮業為例，朝陽商管評論，8(3-4)，47-74。
馮正民、鄭光遠 (2006)。探討航空公司員工滿意度與顧客忠誠度關係之研究：由服務行為之觀點探討。運輸計劃季刊，35(2)，191-232。
劉祥熹、涂登才、羅建昇 (2011)。從關係價值與關係品質觀點探討品牌形象對消費者滿意度與忠誠度之影響－臺灣筆記型電腦產業為例。管理學報，27(3)，225-245。
鄭碧月、邱文彬 (2007)。顧客知覺的服務行為與顧客滿意度的關係：國民性格的調節效應與本土、外商公司的比較。輔仁管理評論，14(1)，155-176。

蕭穎謙 (2010)。量販店服務品質、顧客價值、顧客滿意度與忠誠度關係之研究。箏人經濟研究，8(1)，33-53。
蘇雲華、魏宏達 (2011)。企業推行綠色行銷在消費者環保涉入程度干擾效果下對滿意度及忠誠度影響之實證研究－以中部地區連鎖便利商店為例。行銷評論，8(2)，159-174。
Anderson, E.W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Finding from Sweden. Journal of Marketing, 58(3), 53-66.
Aronson, E., & Carlsmith, J.M. (1963). Effect of the Severity of Threat on the Devaluation of Forbidden Behavior. Journal of Abnormal and Social Psychology, 66(6), 584–588.
Bettencourt, L. A., & Brown, S. W. (1997). Contact employees: relationships among workplace fairness, job satisfaction and prosocial service behaviours. Journal of Retailing, 73(1), 39–61.
Bitner, M. J. (1990). Evaluating service encounters: The effect of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84.
Brecka, J. (1994). The American Customer Satisfaction Index. Quality Progress, 27, 41-44.
Brief, A. P., & Motowidlo, S. J. (1986). Prosocial organizational behaviors. Academy of Management Review, 11(4), 710-725.
Cadotte, E. R., Woodruff, R. B., & Jenkinds, R. L. (1987). Exceptions and Norms in Models of Consumer Satisfaction. Journal of Marketing Research, 24, 305-314.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 24(8), 244-249.
Chang, C. S., Weng, H. C., Chang, H. H., & Hsu, T. H. (2006). Customer satisfaction in medical service encounters- A comparison between obstetrics and gynecology patients and general medical patients. The Journal of Nursing Research, 14(1), 9-23.

Chaudhuri, A., & Holbrook, M. B. (2001). The Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93.
Churchill, G. A., JR., & Surprenant, C. (1982). An investigation into the determinats of customer satisfaction. Jurnal of marketing research, 19(4), 491-504.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
Czepiel, J. A., Larry, J. R., & Adebayo, A. (1974). Perspectives on Consumer Satisfaction, AMA Conference Proceedings, 119-123, ed. Ronald Curham, Chicago: American Marketing Association.
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Drew, J. H., & Bolton, R. N. (1991). The structure of customer satisfaction effects of survey measurement. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 4, 21-31.
Evans, J. R., & Lindsay, W. M. (1996). The Management and Control of Quality, (3rd ed.). St. Paul, MN: West Publishing Co.
Festinger, L. (1957). A Theory of Cognition Dissonance, Stanford, Calif.: Stanford University Press.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
Frederick, F. R., & Schefter, P. (2000). E-Loyalty. Harvard Business Review, 78(4), 105-113.
George, J. M. (1991). State or trait: Effects of positive mood on prosocial behaviors at work. Journal of Applied Psychology, 76(2), 299-307
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4), 509-516.
Helson, H. (1964). Adaptation Level Theory. New York: Harper & Row.
Hoffman, K. D., Kelly, S. W., & Rotalsky, H. M. (1997). Tracking service failures and employee recovery efforts. Journal of Service Marketing, 9(2), 49-6160.
Hoffman, K. D., & Ingram, T. N. (1992). Service Provider Job Satisfaction and Customer-Oriented Performance. The Journal of Services Marketing, 6(2), 68-78.
Hovland, C. I. (1957). The Order of Presentation in Persuasion, New Haven, CT: Yale University Press.
Howard, J. A., & Sheth, J. N. (1969). The theory of Buyer Behavior, N. Y.: John Wily & Sons.
Hunt, K. H. (1977). Customers Satisfaction/Dissatisfaction-Overview and Future Directions. In Hunt, K. H. Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction, Marketing Science Institute, Cambridge, MA.
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and Management. New York: John Wiley & Sons.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customer defect. Harvard Business Review, 73(6), 88-99.
Keaveney, S. M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59(2), 71-82.
Kotler, P. (1997). Marketing Management. (9th ed.). NJ: Prentice Hall.
Kotler, P. (2003). Marketing Management, New Jersey: Prentice-Hall.
Kotler, P. (2006). Marketing Management (12th ed.). New York, NY: Prentice Hall.
Kotler, P. (1991). Marketing management, 7th edition, Upper saddle river, NJ: prentice-hall.
Kotler, P. (1999). Marketing management：Analysis, Planning, Implementation and Control, 9th ed., Prentice Hall Inc., Englewood Cliffs, NJ.
Kotler, P., & Keller, K. L. (2006). Marketing Management, 12th ed., Pearson Prentice Hall.
Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation, and Control, Prentice-Hall: Englewood Cliffs, N.J.
Kotler, P. (1996). Marketing Management：Analysis, Planning, Implementation, and Control, 9thed. , Prentice Hall.

Kristensen, K., Martensen, A., & Gronholdt, L. (1999). Measuring the impact of buying behaviour on customer satisfaction, Total Quality Management, 10(4-5), 602-614.
Lovelock, C. H. (2001). Service Marketing, 4th ed., Prentice Hall International, Inc.
Oliver, R. L. (1993). Cognitive, Affective and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(2), 418- 430.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
Oliver, R. L (1980). A Cognitive Model of the antecedents and Consequences of satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.
Ostrom, A., & Iacobucci, D. (1995). Consumer Tradeoffs and the Evaluation of Services. Journal of Marketing, 59(1), 17-28.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL：A multiple-item scale for measuring service quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Parasuraman, A., Zeithmal, V. A., & Berry, L. L. (1996). A conceptual model of service quality and 1ts implication for future research. Journal of Marketing, 49(4), 41-50.
Rust, R. T., & Oliver, R. L. (1994). Service Quality: Insights and Managerial Implication from The Frontier, New York: Sage Publications.
Solomon, M. R. (1991). Consumer Behavior: Buying, Having, and Being. Boston: Allyn and Bacon.
Solomon, M. R., Surprenant, C. F., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: The service encounter. Journal of Marketing, 49(1), 99-111.
Spreng, R. A., & Olshavsky, R.W. (1993). A Desires Congruency Model of Consumer Satisfaction. Journal of the Academy of Marketing Science, 21(3), 169-177.
Stum, D. L., & Thiry, A. (1991). Building customer loyalty. Training and Development Journal, 45(4), 34-36.
Tse, D. K., & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension, Journal of Marketing Research, 25(2), 204-212.
Westbrook, R. A. (1981). Sources of consumer satisfaction with retail outlets. Journal of Retailing, 57(3), 68-74.
Westbrooks, R. A. (1980). Intrapersonal affective influence on consumer satisfaction with products. Journal of Consumer Research, 7(6), 49-54.
Wong, A. (2000). Integrating supplier satisfaction with customer satisfaction. Total Quality Management, 11(4-6), 427-432.
Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling Consumer satisfaction Processes Using Experience-Based Norms. Journal of Marketing Research, 20(3), 296-304.
Zeithaml, V. A., & Bitner, M. J. (2003). Services marketing: Integrating customer focus across the firm, 3rd, ed.. New York: McGraw-Hill.