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研究生:陳沁筠
研究生(外文):Chen, Chin-Yun
論文名稱:網路銀行顧客價值對顧客關係品質的影響
論文名稱(外文):The Impact of Online Banking Customer Value on Customer Relationship Quality
指導教授:施光訓施光訓引用關係
指導教授(外文):Shih, Kuang-Hsun
口試委員:王譯賢、張曉楨
口試委員(外文):Wang, Yi-Hsien、Zhang, Xiao-zhen
口試日期:2012-06-08
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:56
中文關鍵詞:網路銀行顧客價值關係品質
外文關鍵詞:internet bankingcustomer valuesrelationship quality
相關次數:
  • 被引用被引用:2
  • 點閱點閱:277
  • 評分評分:
  • 下載下載:41
  • 收藏至我的研究室書目清單書目收藏:2
網路使用人口不斷快速增加,網路銀行使用人數亦呈現持續成長的情況。對銀行業者而言,勢必需要更加重視網路銀行的經營,透過提升顧客所重視的價值,進而建立與維繫企業及顧客雙方的關係,網路銀行業者將能留住現有顧客並且吸引更多的新顧客。然而,過去國內外網路銀行的相關學術研究,多在探討顧客對網路銀行的接受度、使用意願、顧客滿意度與忠誠度等議題,在網路銀行的情境中,顧客價值和關係品質的相關研究相對較少。

因此,本研究欲瞭解網路銀行顧客價值對關係品質的影響,並試圖找出對關係品質最具影響力的顧客價值。本研究以曾經使用網路銀行進行交易或服務的消費者作為研究對象,採用問卷調查方式,總共回收239份有效問卷。以SPSS為統計工具,使用迴歸分析探討網路銀行顧客價值與關係品質之間的關係。

研究結果發現,網路銀行的顧客價值(功能性價值、程序性價值、關係性價值、嘗新性價值),除嘗新價值之外,其他三大層面的顧客價值都能顯著正向影響關係品質,其中又以功能性價值最能增進關係品質的建立與維繫。

As the internet user are increasing rapidly, the population of internet banking user has also been increasing. From the bank’s perspective, they must pay attention to operate the business of internet banking. That through promote customer values, internet banking also can build up long-term relationship between businesses and their customers. However, according to the literature review, most of studies concerned with consumer acceptance, actual behavior, customer satisfaction and customer loyalty in the context of internet banking. On the other hand, it seldom mentions the customer values for internet banking on relationship quality. For this reason, the purpose of this study is to explore the impact of customer values for internet banking on relationship quality. The study also want to find the factor influencing relationship quality greatest.

This research aims to investigate users of internet banking service in Taiwan area, and 239 questionnaires were collected. This research applies SPSS to analyze the data test the proposed framework. This study used regression to investigate the impact be-tween customer values and relationship quality.

The result showed that expect epistemic value, functional value, process value and relationship value have positive effect on relationship quality, and functional value can improve relationship quality greatest.

中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... xii
第一章  緒論................... 1
第一節  研究背景與動機............ 1
第二節  研究目的............... 2
第三節  研究流程............... 3
第四節  論文架構............... 4
第二章  文獻探討................. 5
第一節  網路銀行............... 5
第二節  顧客價值............... 9
第三節  關係品質............... 14
第四節  各研究構面之關係........... 18
第三章  研究方法................. 22
第一節  研究架構............... 22
第二節  研究假說............... 23
第三節  變數操作性定義與衡量......... 23
第四節  問卷設計............... 29
第五節  資料蒐集方法............. 30
第六節  資料分析方法............. 30
第四章  實證結果分析............... 32
第一節  敘述性統計.............. 32
第二節  信度分析............... 33
第三節  相關分析............... 34
第四節  迴歸分析............... 35
第五節  實證結果............... 39
第五章  結論與建議................ 41
第一節  研究結論與管理意涵.......... 41
第二節  研究限制............... 44
第三節  未來研究建議............. 45
參考文獻 ..................... 46

表目錄
表 2- 1 關係品質的衡量構面彙整........... 15
表 3- 1 節省金錢價值之衡量問項........... 24
表 3- 2 節省時間價值之衡量問項........... 24
表 3- 3 便利性價值之衡量問項............ 25
表 3- 4 資訊價值之衡量問項............. 25
表 3- 5 安全與隱私價值之衡量問項.......... 26
表 3- 6 環境保育價值之衡量問項........... 27
表 3- 7 互動自主價值之衡量問項........... 27
表 3- 8 嘗新價值之衡量問項............. 28
表 3- 9 信任之衡量問項............... 28
表 3- 10 承諾之衡量問項............... 29
表 3- 11 顧客滿意之衡量問項............. 29
表 4- 1 人口統計變數整理.............. 32
表 4- 2 研究構面信度值............... 34
表 4- 3 相關係數表................. 35
表 4- 4 功能性價值對關係品質的迴歸分析表...... 37
表 4- 5 程序性價值對關係品質的迴歸分析表...... 38
表 4- 6 關係性價值對關係品質的迴歸分析表...... 39
表 4- 7 嘗新性價值對關係品質的迴歸分析表...... 39
表 4- 8 研究假設與實證結果............. 40

圖目錄
圖 1-1 研究流程圖................. 3
圖 3-1 研究架構圖................. 22

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程瑞南(2003),網路購物之顧客價值對關係品質之影響,國立嘉義大學行銷與流通管理研究所未出版之碩士論文。

創市際市場研究顧問公司電子報(2011),ARO網路測量研究[線上資料],來源:http://news.ixresearch.com/?p=3524 [2011, Jan-uary]。

資策會(2011),我國網際網路用戶數調查[線上資料],來源: http://www.find.org.tw/find/home.aspx?page=many&id=300 [2011,Octoer 4]。

廖恆熙(2008),網路銀行之顧客滿意度及行為意圖研究-以國內某銀行為例,東華大學企業管理學系碩士在職專班未出版之碩士論文。


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