(3.235.41.241) 您好!臺灣時間:2021/04/11 20:23
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:高錦秀
研究生(外文):Cao, Thi Cam Tu
論文名稱:越南商業銀行的公司形象與服務品質對顧客滿意度之影響
論文名稱(外文):The Impact of Corporate Image and Service Quality on Customer Satisfaction of Vietnamese Commercial Banks
指導教授:楊馥如楊馥如引用關係林宛蓉林宛蓉引用關係
指導教授(外文):Yang, Fu JuLin, Wan Rung
口試委員:楊馥如林宛蓉王譯賢林淑玲
口試委員(外文):Yang, Fu JuLin, Wan RungWang, Yi HinLin, Shu Lin
口試日期:2014-01-13
學位類別:碩士
校院名稱:中國文化大學
系所名稱:財務金融學系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:89
外文關鍵詞:Customer SatisfactionCorporate ImageService qualityVietnamese Commercial Banks
相關次數:
  • 被引用被引用:1
  • 點閱點閱:320
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:146
  • 收藏至我的研究室書目清單書目收藏:2
In Vietnam, competition within the financial service market is strong as there have been new entrants into the market. In order to retain customers, customer satisfaction is a crux issue for bank management. Considering as the main factor, customer satisfaction is always paid attention by the researchers as well as the managers. The bank, which gains the concern and satisfaction of customers, will win and grow. Focusing on customer is becoming the most important strategy of the bank. So, enhancing customer satisfaction is an important job to do regularly to be able to respond promptly to customer’s needs.
This study investigates the relationship between corporate image and service quality toward customer satisfaction in the commercial bank in Vietnam. The aim of the study is to understand the effect of service quality and corporate image towards customer's satisfaction in banking service, which operates in a competitive environment and where competitor information is available. The research model will be evaluated through questionnaire survey by targeting the samples from the bank customers in Vietnam. Multivariate data analysis will be adopted to empirically test the developed research hypotheses. The results of this study are the service quality and corporate image have positive relationship to customer satisfaction. Since the antecedents and consequential variables of this model have not been comprehensively evaluated, it is expected that the results of this study can serve as a benchmark for academicians to further investigate this research issue.
A B S T R A C T iii
ACKNOWLEDGMENTS iv
CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES x
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 5
1.3 Scope of The Study 6
1.4 Research Procedure 7
1.5 Structure of This Study 9
1.6 Research Limitations 9
CHAPTER TWO LITERATURE REVIEW 11
2.1 Definition of Terminology 11
2.1.1 Customer Satisfaction Index (CSI) 11
2.1.2 Service Quality Model 16
2.2 Research Construct and Hypotheses Development 19
2.2.1 Interaction Quality 19
2.2.2 Physical Environment Quality 20
2.2.3 Outcome Quality 21
2.2.4 Lending Quality 21
2.2.5 Financial Prospects 21
2.2.6 Market Presence 22
2.2.7 Corporate Management 22
2.2.8 Corporate Communication 22
2.2.9 Service Quality 23
2.2.10 Corporate Image 24
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Study Framework 26
3.2 Study Design 26
3.3 Instruments and Questionnaire Design 27
3.4 Data Analysis 31
3.4.1 Descriptive Statistic Analysis 31
3.4.2 Factor Analysis and Reliability Test 31
3.4.3 Interrelationships between Research Variables 32
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 36
4.1 Descriptive Analysis and Correlation Matrix 36
4.1.1 Data Collection 36
4.1.2 Characteristics of Respondents 36
4.1.3 Measurement Results for Relevant Variables 37
4.1.4 Examination of the Correlation Matrix 42
4.2 Factor Analysis and Reliability Test 43
4.2.1 Interaction Quality 45
4.2.2 Physical Environment Quality 46
4.2.3 Outcome Quality 47
4.2.4 Lending Quality 48
4.2.5 Financial Prospects 49
4.2.6 Market Presence 50
4.2.7 Corporate Management 51
4.2.8 Corporate Communication 52
4.2.9 Corporate Image 53
4.2.10 Service Quality 54
4.2.11 Customer Satisfaction 55
4.3 Multiple Regression 56
4.3.1. The effects of Interaction Quality, Physiscal Environment Quality, Outcome Quality and Lending Quality on Perceived Service Quality 56
4.3.2. The effects of Financial Prospects, Market Presence, Corporate Management and Corporate Communication on Perceived Corporate Image 58
4.3.3. The effects of Perceived Service Quality and Perceived Corporate Image on Customer Satisfaction 60
CHAPTER FIVE CONCLUSIONS AND IMPLICATIONS 62
5.1 Research Conclusions 62
5.1.1 Customer satisfy with the service served by Vietnamese Commercial banks 63
5.1.2 Interaction Quality, Physical Environment Quality and Lending Quality are the primary dimensions of Service Quality 64
5.1.3 Financial Prospects, Market Presence, Corporate Management and Corporate Communication are the primary dimensions of Corporate Image 64
5.1.4 Service Quality and Corporate Image have positive effects on Customer Satisfaction in Vietnamese Commercial Banks 66
5.2 Managerial Implications 67
5.3 Limitations and Future Research Direction 69
REFERENCES 70
APPENDIXES 75

Adrian, P. (2011). Principles of Services Marketing. New York: The McGraw- Hill Companies.
Alexandris, K., Kouthouris, C., & Meligdis, A. (2006). Increasing customers' loyalty in a skiing resort. International Journal of Contemporary Hospitality Management, 18(5), 414–425.
Alotaibi, E. K., Al-Sabbahy, H., & Lockwood, A. (2011). Interaction Quality in Service Encounter: Scale Development and Validation. Paper presented at the International CHRIE Conference-Refereed Track.
Anderson, E. W., & Sullivan, M. W. (1993).The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125–143.
Andreassen, T., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82–92.
Berger, J. (2006). The Case for Objective Bayesian Analysis. Bayesian Analysis, 1(3), 385–402.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71 .
Bloemer, J., Ruyter, Ko de., & Peeters, P. (1998). Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction. The International Journal of Bank Marketing, 16(7), 276–286.
Brady, M. K., Cronin. J., & Joseph, J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34–49.
Chahal, H., & Kumari, N. (2010). Development of multidimensional scale for healthcare service quality (HCSQ) in Indian context. Journal of Indian Business Research, 2(4), 230–255.
Chakrabarty, A. (2000). Barking Up the Wrong Tree – Factors Influencing Customer Satisfaction in Retail Banking in the UK. International Journal of Applied Marketing, 1(1), 39–57.
Che-Ha, N., & Chashim, S. (2007). Brand equity, Customer satisfcation and Loyalty: Malaysian Banking Sector. International Review of Business Research Paper, 3(5), 123–133.
Chen, T-.Y., Chang, P-.L., & Chang, H-.S. (2005).Price, Brand Cues, and Banking Customer Value. The International Journal of Bank Marketing, 23(2/3), 273–291.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extention. Journal of Marketing, 56(3), 55–68.
Dabholkar, P. A., Thorp, D. I., & Rentz, J. O. (1996). A Measure of Service Quality for Retail Stores: Scale Development and Validation. Academy of Marketing Science Journal, 24(1), 3–16.
Dowling, G. R. (2004). Journalists' evaluation of corporate reputations. Corporate Reputation Review, 7(2), 196–205.
Esmailpour, M., Zadeh, M. B., & Hoseini, E. H. (2012). The Influence of Service Quality on Customer Satisfaction-Customers of Boushehr Bank Sepah as a Case Study. Interdisciplinary Journal of Contemporary Research in Business, 3(9), 1149–1159.
Fraering, M., & Minor, M. S. (2006). Sense of community: an exploratory study of US consumers of financial services. The International Journal of Bank Marketing, 24(5), 284–284.
Fornell, C. (1992). A National Customer Satisfaction Barometer; The Swedish Experience. Journal of Marketing, 56 (1), 1–21.
Gan, C., Clemes, M., & Wei, J. (2011). An empirical analysis of New Zealand bank customers’ satisfaction. Banks and Bank Systems, 6(3), 63–77.
Gardberg, N. A., & Fombrun, C. J. (2002). The Global Reputation Quotient Project: First steps towards a cross-nationally valid measure of corporate reputation. Corporate Reputation Review, 4(4), 303–307.
Getty, J. M., & Thompson, K. N. (1994). The relationship between quality, satisfaction and recommending behaviour in lodging decision. Journal of Hospitality and Leisure Marketing, 2(3), 3–22.
Ghotbabadi, A. R., Baharun, R., & Feiz, S. (2012). A review of service quality models. Paper presented at the 2nd International conference on management, Malaysia.
Gilbert, G. R., Veloutsou, C., Goode, M. H., & Moutinho, L. (2004). Measuring customer satisfaction in the fast food industry: a cross-national approach. The Journal of Services Marketing, 18(4/5), 37–38.
Goodman, M. B. (2001). Current trends in corporate communication. Corporate Communications, 6(3), 117–123.
Gronroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
Grunig, J. E. (1993). On the effects of marketing, media relations, and public relation: Images, agendas, and relationships. In W. Armbrecht, H. Avenarius, & U. Zabel (Eds). Image und PR (pp. 263–295). Opladen, Germany: Westdeutscher Verlag.
Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69(4), 210–218.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Person Education, Inc.
Janakiraman, R., Parish, J. T., & Berry, L. (2011). The Effect of the Work and Physical Environment on Hospital Nurses' Perceptions and Attitudes: Service Quality and Commitment. The Quality Management Journal, 18(4), 36–49.
Kassim, K. M., & Nordin, K. H. M. (2012). Relationship between Image, Service Quality, and Organizational Citizenship Behavior in determining Customer Satisfaction towards an Islamic Financial Institution in Malaysia. Asian Journal of Business and Management Sciences, 1(9), 113–119.
Lee, B. K. (2004). Corporate image examined in a Chinese-based context: a study of a young educated pubic in Hong kong. Journal of Public Relations Research, 16(1), 1–34.
Malik, M. E., Ghafoor, M. M., & Iqbal, H. K. (2012). Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector. International Journal of Business and Social Science, 3(23), 123–129.
McDougall, G. H. G., & Levesque, T. J. (1994). A Revised View of Service Quality Dimensions: An Empirical Investigation. Journal of Professional Services Marketing, 11(1), 189–209.
Mihelis, G., Grigoroudis, E., Sisko, Y., Politi, Y., & Malandrakis, Y. (2001). Customer satisfaction measurement in the private bank sector. European Journal of Operational Research, 130(2), 347–360.
Mishra, A. A. (2009). A Study on Customer Satisfaction in Indian Retail Banking. The IUP Journal of Management Research, 8(11), 45–61.
Oliver, R. L. (1993). A conceptual model of service quality and service satisfaction: Compatible goals, different concepts. In T. A. Swartz, D. E. Bowen, & S.W. Brown (Eds.), Advances in services marketing and management: Research and practice, 2, 65-85). Greenwich, CT: JAI.
Oliver, Richard L. (1997). Satisfaction: A Behavioural Perspective on the Consumer. New York: Irwin/McGraw-Hill.
Ojasalo, J., & Polytechnic, L. (2003). Obstacles to being an entrepreneur in Finland: emprical study. Paper presented at the in The Proceedings of the Annual Conference of ASBE Association for Small Business & Entrepreneurship, Houston, USA.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. The Journal of Marketing, 49(4), 41–50.
Pollack, B. L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23(1), 42–50.
Robinson, J. P., & Shaver, P. R. (1973). Measures of Social Psychological Attitudes. Ann Arbor, Michigan: Institute for Social research.
Rose, C. & Thomsen, S. (2004). The impact of corporate reputation on performance: Some Danish evidence. European Management Journal, 22(2), 201–210.
Rust, R. T., & Oliver, R. L. (1994). Service quality: Insights and managerial Implications from the Frontier. In Rust, R. T., and Oliver, R. L., (Eds), Service quality: New directions in theory and practice (1-19). California: SAGE Publications.
Sabate, J. M., & Puente, E. Q. (2003). Empirical analysis of the realationship between corporate reputation and financial performance: A survey of the literature. Corporate Reputation Review, 6(2), 161–178.
Steward, D. (1981). The application and Misapplication of factor analysis in Marketing research. Journal of Marketing Research, 18(1), 51–62.
Ware, J. E. J., Harris, W. J., Gandek, B., Rogers, B. W., Reese, P. R. MAP-R for windows: multitrait / multi-item analysis program - revised user's guide. Boston, MA, Health Assessment Lab.; 1997.
Yeo, R. K., & Youssef, M. A. (2010). Communicating corporate image into existence: the case of the Saudi banking industry. Corporate Communications: An International Journal of Business and Management, 15(3), 263–280.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔