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研究生:柯瓊惠
研究生(外文):Chiung-Hui Ko
論文名稱:銀行業之服務品質、顧客權益對顧客忠誠度影響
論文名稱(外文):The impact of service quality and Customer Equity on customer loyalty using Banking Industry as an example
指導教授:王天津王天津引用關係
指導教授(外文):Tien-Chin Wang
口試委員:張瑞芳陳筠昀
口試委員(外文):Jui-Fang ChangLisa Y. Chen
口試日期:2013-12-20
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:國際企業研究所
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:2014
畢業學年度:102
語文別:中文
論文頁數:128
中文關鍵詞:服務品質顧客權益灰關聯分析
外文關鍵詞:Service QualityCustomer EquityGray Relational Analysis
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本研究探討服務品質、顧客權益及顧客忠誠度之關係。近年來有關於關係行銷之研究主題,較偏重於探討服務品質與顧客忠誠之關係,在顧客權益上之研究仍需要更多研究討論。因此,本研究以我國8家銀行業者之顧客作為研究對象,以服務品質及顧客權益兩個變數,加以探討其對顧客忠誠度之影響。
經由研究結果得知,服務品質對顧客權益有正向影響關係,顧客權益對顧客忠誠度有正向影響關係,而服務品質對顧客忠誠度有正向之影響關係。並且,發現顧客權益對服務品質和顧客忠誠度之間存在部分中介效果。
此外,在差異性分析之結果顯示出,居住於岡山和旗山地區的民眾對於服務品質、顧客權益以及顧客忠誠度之感受明顯高於原高雄市以及鳳山地區之民眾,這代表著居住於岡山和旗山地區的民眾對銀行來說是具有價值效益的。

This study examines the relationship between the service quality, customer equity, and customer loyalty in banking industry. Recently, the study about relationship marketing has; however, focused on service quality and loyalty, but customer equity has yet to be deeply discussed. To fill the void, this study chose eight banks’ customers as research sample and used the degree of service quality and customer equity as variables to analyze their effects on customer loyalty.
The empirical results indicate that the service quality has a positive impact on the customer equity and customer loyalty while the customer equity has a positive impact on the customer loyalty. Besides, customer equity has a partial mediating effect between service quality and customer loyalty.
In addition, research analysis show that, the Residents in Gangshan and Cishan have higher perceptions in service quality, customer equity, and customer loyalty then those in Kaohsiung and Fongshan, indicating that people living in Gangshan and Cishan are value-effective for Bankers.


中文摘要 ----------------------------------------------------------------------------------------i
英文摘要 ---------------------------------------------------------------------------------------ii
誌謝 --------------------------------------------------------------------------------------iii
目錄 --------------------------------------------------------------------------------------iv
表目錄 --------------------------------------------------------------------------------------vi
圖目錄 ------------------------------------------------------------------------------------viii
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-------------------------------------------------------------------------7
第一節 關係行銷相關文獻------------------------------------------------------------7
第二節 服務品質相關文獻----------------------------------------------------------11
第三節 顧客權益相關文獻----------------------------------------------------------18
第四節 顧客忠誠度相關文獻-------------------------------------------------------25
第五節 服務品質、顧客權益及顧客忠誠度之關聯性-------------------------32
第六節 灰關聯分析方法-------------------------------------------------------------33
第七節 本國銀行之發展及概況----------------------------------------------------42
第三章 研究方法------------------------------------------------------------------------48
第一節 研究架構----------------------------------------------------------------------48
第二節 研究假設----------------------------------------------------------------------48
第三節 變項之操作性定義與問卷設計-------------------------------------------49
第四節 抽樣設計及資料分析方法---------------------------------------------------56
第四章 資料分析------------------------------------------------------------------------62
第一節 問卷前測與修改-------------------------------------------------------------62
第二節 敘述性統計分析-------------------------------------------------------------66
第三節 因素分析----------------------------------------------------------------------72
第四節 信度分析----------------------------------------------------------------------77
第五節 效度分析----------------------------------------------------------------------79
第六節 差異性分析-------------------------------------------------------------------82
第七節 灰關聯分析-------------------------------------------------------------------89
第八節 迴歸分析---------------------------------------------------------------------102
第五章 結論與建議-------------------------------------------------------------------109
第一節 研究結論---------------------------------------------------------------------109
第二節 研究限制---------------------------------------------------------------------111
第三節 研究建議---------------------------------------------------------------------112
參考文獻 ----------------------------------------------------------------------------------113
附錄 ----------------------------------------------------------------------------------124
個人著作 ----------------------------------------------------------------------------------128

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