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研究生:魏永平
研究生(外文):YUNG-PING WEI
論文名稱:銀行電子商務導入顧客對其滿意度及忠誠度探討-以H銀行授信業務為例
論文名稱(外文):Exploring the Impact of Implementing Bank E-Commerce on Customer Satisfaction and Loyalty - An Example of H Banking Business
指導教授:賴文祥賴文祥引用關係
口試委員:黃焜煌
口試日期:2014-05-27
學位類別:碩士
校院名稱:逢甲大學
系所名稱:電子商務碩士在職專班
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
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:86
中文關鍵詞:電子商務(EC)顧客滿意度顧客忠誠度
外文關鍵詞:E-commercecustomer satisfactioncustomer loyalty
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由於網際網路蓬勃發展,電子商務以慢慢地成為主要的商務活動主流。隨著和中國大陸簽訂ECFA等各項協定之後,金融市場面臨更自由化、更國際化之衝擊愈加明顯,然而也促使了國內金融環境之競爭日益趨向白熱化,銀行面對如此競爭激烈變化的商務環境,該如何運用資訊科技,不斷朝向提高品質、快速回應等方向努力,增加與顧客的黏稠度,將成為未來幾年金融業的熱門話題。
而在金融機構裡,授信業務一向為重點核心項目,尤其目前國內各金融機構之盈餘將近70%左右來自於放款之利息收入。本研究係以H銀行之授信往來十年以上客戶為對象進行個案分析,希望藉由對其在導入銀行電子商務對其滿意度及忠誠度的探討,在銀行的電子商務金流成功的導入及解決企業金流服務問題後,除讓企業內部效率提升增強競爭力外,是否進而形成企業與銀行間更緊密的結合,從對銀行的服務內容滿意,是否進而到提升到對銀行的忠誠度。
透過本研究,我們除了蒐集分析個案公司相關資料之外,另訪談公司負責人,和接觸影響最深的資深、財務兩部門相關成員。我們發現在這龐大的電子商務商機中,銀行如能掌握契機,應用銀行電子商務的強項來提昇客戶滿意度進而建立忠誠度,可以使銀行在這競爭激烈的環境中找到脫穎而出的成功因素,順利建立服務創新及差異化,更進一步促進與顧客往來的黏著度,穩固經營基礎,締造雙贏局面。
Due to the flourish development of internet, E-Commerce hasgradually become the main stream of commercial activities. With the signing of the agreement of ECFA with Mainland China and others agreements, the impact of liberalization and globalization to the financial markets is severer, and it also pushes the competition of domestic financial market to be more violent. Coping with such harsh and ever changing financial environment, how do banking business improve using IT technology, race quality standards, and making fast responses, to increase customer loyalties will become the next hot topic for the years to come.
Inside Financial Institutions, Loan business is always the core item, especially when current domestic financial institutions relay about 70% of revenues from loan interests. This research is based on casestudies of customers having loan more than 10 years with H bank. Through introduction of E-commerce into banking business to discuss customer&;#39;s satisfaction and loyalties to the bank. After providing E-commerce as a solution to corporate fiscal demands, to help corporate raise their efficiencies gaining competitiveness, and in turn making closer connections with the corporate and the bank, from having satisfaction for banking services to raising loyalties for the bank.
Aside from collecting case studies, this research also involves interviewing corporate president and personnel related to fiscal departments that are most related to this topic. We discover that tointroduce the E-Commerce into banking business at first opportunity can strengthen customer satisfaction and build their loyalties to the bank, making the bank to find success out of such competitive environment, to provide unique and creative services and raising customer willingness to doing business with the bank, creating a win- win situation.
目  錄
誌  謝 I
摘  要 IV
ABSTRACT V
目  錄 VII
圖 目 錄 X
表 目 錄 XI
第一章 緒論 1
1.1研究背景與動機 1
1.1.1研究背景 1
1.1.2研究動機 2
1.2研究目的 3
1.3研究範圍 4
1.4研究流程 4
第二章 文獻探討 5
2.1銀行電子商務現況分析 6
2.1.1電子商務的定義 6
2.1.2銀行電子商務演進及環境分析 7
2.1.3銀行電子商務服務之SWOT分析 12
2.2顧客滿意度 18
2.2.1顧客滿意度之定義 19
2.2.2 顧客滿意度之因素及衡量 22
2.3 顧客忠誠度 24
2.3.1顧客忠誠度定義 25
2.3.2顧客忠誠度之因素及衡量 28
第三章研究方法 31
3.1研究方法 31
3.1.1研究方法選取 31
3.1.2個案研究方法 33
3.1.3訪談研究方法 38
3.2研究設計 40
3.2.1個案公司的選擇 40
3.2.2資料蒐集方式 41
3.2.3 訪談問題設計 42
3.2.4 研究品質 42
第四章 個案研究及分析 43
4.1 個案介紹 43
4.1.1公司組織的變革 44
4.1.2規劃將銀行電子商務導入公司ERP系統 46
4.1.3正式將電子商務導入問題與解決 52
4.1.4財務結構調整授信業務轉往其他銀行往來 55
4.1.5T公司與H銀重新再度往來 58
4.2個案分析 62
4.2.1企業經營者的觀點 62
4.2.2銀行經營者的觀點 62
第五章 研究結論與建議 64
5.1對企業經營者的建議 65
5.2對銀行經營者的建議 66
5.3研究限制與後續研究建議 67
參考文獻 68
參考文獻
一、網站資料:
1.資策會資訊市場情報中心(MIC),http://mic.iii.org.tw/index.asp
2.華南銀行(HNCB),http://www.hncb.com.tw
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4.中華民國電子商務年鑑,http://ecommercetaiwan.blogspot.tw
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