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研究生:王文宏
研究生(外文):Wang Wen-Hung
論文名稱:探討關係品質與未來往來意願之研究:以金控公司之顧客關係管理觀點
論文名稱(外文):A Study of Relationship between Quality and Customer Future Behavioral Intentions: The View of Customer Relationship Management on Financial Holding Corporation
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:51
中文關鍵詞:顧客關係管理關係品質未來往來意願
外文關鍵詞:customer relationship managementrelationship qualityfuture behavioral intentions
相關次數:
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隨著台灣金融業者的競爭激烈,金融業者逐漸擴大規模走向合併,增加金融業者本身的競爭力,使得金融控股公司的管理也漸漸受到矚目,因此本研究探討金融控股公司所運用的顧客關係管理,與關係品質和顧客的未來往來意願之間的關係,藉由這三項變數來建立整合性的研究架構,希望能本研究的研究成果,對於目前的金融業加以建議給予貢獻。
本研究以曾經與金控業者往來的顧客為研究對象,並且以問卷調查的方式進行抽樣,共有200份有效樣本。研究結果顯示:(1) 金控公司顧客關係管理對關係品質及未來往來意願呈顯著正向的關係;(2)金控公司之關係品質對顧客未來往來意願呈顯著正向的關係;(3)關係品質在顧客關係管理與未來往來意願間具有中介效果。

As the financial market more and more competition, the financial sector gradually expand their business and merger to increase the financial industry's competitive. Therefore this study investigate the relationship in customer relationship management, relationship quality and future behavioral intentions, and we want to construct a framework, to have some contribution to the financial industry.
In this study, the customers have dealings with the financial holding companies as the object of study, and the way of a questionnaire survey sampling, a total of 200 valid samples. The results showed that: (1)Customer relationship management has positive impact on relationship quality and future intention; (2)Relationship quality has positive impact on future intention; (3)Relationship quality has the mediating effect between the customer relationship management and future intention.

內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 4
  第三節  研究流程............... 5
第二章  文獻探討................. 6
  第一節  顧客關係管理............. 6
  第二節  關係品質............... 11
  第三節  未來往來意願............. 16
第三章  研究方法................. 18
  第一節  研究架構............... 18
  第二節  研究假說............... 19
  第三節  研究變項與操作性定義......... 21
  第四節  研究樣本............... 23
  第五節  資料分析方法............. 24
第四章  實證結果分析............... 26
  第一節  敘述性統計分析............ 26
  第二節  信度分析............... 28
  第三節  皮爾森相關分析............ 29
  第四節  簡單及層級迴歸分析.......... 31
第五章  研究結論與建議.............. 43
  第一節  研究結論............... 43
  第二節  研究建議............... 44
參考文獻  ................... 46
附錄   研究問卷................. 52

參考文獻
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