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研究生:謝郁琪
研究生(外文):HSIEH, YU-CHI
論文名稱:全國性與地區性銀行顧客忠誠度類型屬性─以承諾、誠信與滿意度為觀點
論文名稱(外文):The Attributes of Customer Loyalty for National Bank and Local Bank: From Commitment, Trust, and Satisfaction
指導教授:吳錦錩吳錦錩引用關係
口試委員:楊台寧羅彥棻
口試日期:2014-06-24
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系碩士在職專班
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:86
中文關鍵詞:關係品質關係忠誠承諾誠信滿意度
外文關鍵詞:Relationship qualityRelationship loyaltyCommitmentTrustSatisfaction
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銀行業在現今變化多端的經濟環境下,該如何吸引消費者的關注,提供優質滿意的服務,並獲得有效的科學數據和分析,以此改善銀行業的面貌,為本研究之目的。為了了解和探索消費者的忠誠度類型,本研究以關係行為忠誠和關係態度忠誠度為指標來區分不同類型的消費者,依照消費者個人喜好認知水平的差異,研究不同消費者的忠誠度類型,根據統計結果,以關係行為忠誠和關係態度忠誠為指標,將顧客忠誠構建為四組不同類型,並依照不同的忠誠度分別命名為“絕對忠誠”和“高度忠誠”,“低度忠誠”,“冷漠忠誠“;再分析出此四種顧客類型對銀行業者不同的誠信、承諾以及滿意度認知,藉此提高客戶忠誠度的行為。因此,我們建議銀行應建立針對不同消費者忠誠度的關係品質-誠信、承諾以及滿意度認知,以獲得消費者的青睞,最終成為忠誠的顧客。
Banking in the face of changes in economic environment how to attract consumers’ attention in the case of limited resources and provide satisfactory service quality, how to get the valid scientific data and analysis on the industry. Therefore, the purpose of this study is to understand and explore, do distinguish between consumer loyalty and relationship behavior relationship attitudinal loyalty to distinguish different types of consumers, according to personal preferences awareness level differences as we examine the different loyalty degree types of consumers in the integrity, in order to improve customer for loyalty behavior.
According to the statistical findings, Relationship of acts of loyalty and relationship attitude loyalty construct four groups with differences in types of consumers, were named as “absolute loyalty” and “a high degree of loyalty”, “a low degree of loyalty”, “indifference loyalty”. Therefore, it is recommended that banking should be established for different consumers of the relationship, to obtain the trust of consumers, and ultimately consumers become loyal customers.
內容目錄
中文摘要 i
英文摘要 ii
誌謝辭 iii
內容目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 - 1 -
第一節 研究背景和動機 - 1 -
第二節 研究問題與目的 - 5 -
第三節 研究流程 - 8 -
第二章 文獻探討 - 12 -
第一節 從交易行銷到關係行銷 - 12 -
第二節 關係品質 - 17 -
第三節 顧客忠誠度 - 24 -
第三章 研究方法 - 32 -
第一節 研究架構 - 32 -
第二節 研究假說 - 35 -
第三節 問卷設計與研究方法 - 39 -
第四節 研究對象 - 45 -
第四章 研究結果 - 46 -
第一節 全國性與地區性銀行業介紹 - 46 -
第二節 樣本基本資料 - 48 -
第三節 信度分析與因素分析 - 54 -
第四節 台灣銀行業顧客忠誠度類型與屬性 - 61 -
第五章 結論與建議 - 73 -
第一節 研究成果 - 73 -
第二節 管理意涵 - 75 -
第三節 未來研究建議 - 77 -
參考文獻 - 78 -
一、中文文獻 - 78 -
二、英文文獻 - 79 -
附錄:研究問卷 - 83 -
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