摘要
金融業在各國經濟發展中，一向具有舉足輕重的地位，在臺灣的經濟發展歷程中更是如此，不僅與臺灣的社會發展同步，亦見證了臺灣的經濟奇蹟。環顧當前經濟金融環境丕變，在金融商品同質性高的時代，欲提昇銀行的競爭力，傳統的價格戰、商品戰的經營方式已不足以因應，銀行業務行銷被迫轉向非價格競爭－商品與服務品質的提昇來強化自身的競爭力，以達到顧客忠誠度的目的。本研究以T銀行為例，採取問卷調查的方式，研究銀行業服務品質、知覺價值、顧客滿意度和顧客忠誠度等變數之間的關聯性，以提供銀行業決策之參考。本研究從有效樣本數 228份 (佔90%)，驗證假設得知下列幾點結論：
1.服務品質、知覺價值、顧客滿意度和顧客忠誠度彼此間有顯著影響性。
2.銀行的顧客人口背景變項在服務品質、知覺價值、顧客滿意度和顧客忠誠度間有顯著差異性。

ABSTRACT
Finance plays an important role in the economic development of all the countries. This is especially true in Taiwan because It not only keeps the same pace with social development but also witnessed Taiwan’s economic miracle. With the rapid change of economic environment and the growing homogenization of financial products as well as the intense competition between banks, traditional price war and product advantage are not effective enough to enhance the bank’s competitiveness. Therefore banks are forced to turn to non-price competition strategy, improving the service quality to promote their competitiveness and thus achieve customer loyalty. This study takes bank T as an example and adopts the form of a questionnaire survey to investigate the relationship among service quality, perceived value, customer satisfaction and customer loyalty in order to provide a reference for strategy making of banks. There are 228 effective questionnaires accounting for 90% of the total sample. After verifying the hypotheses, this paper obtains the following conclusions:
1.There is significant impact on each other among service quality, perceived value, customer satisfaction and customer loyalty.
2.The demographic background variables of bank clients have significant difference on service quality, perceived value, customer satisfaction and customer loyalty

目錄
摘要 I
ABSTRACT II
誌謝 IV
目錄 V
表目錄 VIII
圖目錄 IX
第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究架構 2
1.4 研究流程 3
第二章、文獻探討 4
2.1 板信商銀 4
2.1.1財務管理業務 5
2.1.2財富管理客戶定義5
2.1.3財富管理服務內容5
2.1.4理財商品簡介與風險7
2.2 服務品質 11
2.3 知覺價值 18
2.4 顧客滿意度 20
2.5 顧客忠誠度 22
第三章、研究方法 24
3.1 研究架構 24
3.2 研究假說 25
3.3 研究變項之操作型定義26
3.3.1服務品質 26
3.3.2知覺價值 27
3.3.3顧客滿意度 27
3.3.4顧客忠誠度 28
3.4 問卷設計 29
3.5 前測問卷分析 32
3.6 分析方法 35
3.6.1敘述性統計分析35
3.6.2信度分析 35
3.6.3獨立樣本t檢定 35
3.6.4單因子變異數分析36
3.6.5迴歸分析 36
第四章、資料分析 37
4.1 樣本研究架構 37
4.1.1回收樣本結構分析38
4.2 信度分析 42
4.3 人口背景之變異數分析44
4.4 迴歸分析 52
第五章、結論與建議 57
5.1 人口背景之分析結論57
5.2 效果分析結論 59
5.3 總結 61
5.4 研究限制、發現與建議63
參考文獻 64
附錄一 70

表目錄
表3.1 服務品質構面與題項30
表3.2 知覺價值構面與題項31
表3.3 顧客滿意度構面與題項31
表3.4 顧客忠誠度構面與題項31
表3.5 前測問卷分析結果之一33
表3.6 前測問卷分析結果之二34
表4.1 問卷調查統計表37
表4.2 人口背景資料之一40
表4.3 人口背景資料之二42
表4.4 信度分析 43
表4.5 銀行往來經歷變異數分析 44
表4.6 往來頻率變異數分析 45
表4.7 投資經歷變異數分析 47
表4.8 投資類型變異數分析 49
表4.9 投資數量變異數分析 50
表4.10 獲利狀況變異數分析 51
表4.11 相關分析 52
表4.12 知覺價值之迴歸分析 53
表4.13 顧客滿意度迴歸分析之一54
表4.14 顧客滿意度迴歸分析之二55
表4.15 顧客忠誠度之迴歸分析 56
表5.1 人口背景變數之工作特性假設檢定結果57
表5.2 假設檢定結果 59

圖目錄
圖1.1 研究流程圖 3
圖1.2 服務品質模式 12
圖2.21PZB知覺服務衡量職衡量模式 15
圖3.1 研究流程圖 24

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