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研究生:蔡淑敏
研究生(外文):Shu-Ming Tsai
論文名稱:信用卡業務人員之服務行為對服務滿意度影響之研究
論文名稱(外文):Effects of credit card promotional staff’s servicebehavior on service satisfaction
指導教授:黃豪臣黃豪臣引用關係
指導教授(外文):Hao-Chen Huang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:商務經營研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
畢業學年度:100
語文別:中文
論文頁數:65
中文關鍵詞:服務行為顧客滿意度顧客忠誠度
外文關鍵詞:Service BehaviorService SatisfactionCustomer Loyalty
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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
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