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研究生:阮紅幸
研究生(外文):Nguyen Hong Hanh
論文名稱:影響消費者使用網路銀行滿意度之因素:越南商業銀行之個案研究
論文名稱(外文):Factors Affecting Customer Satisfaction of Using Internet Banking: A Case Study of Commercial Banks in Vietnam
指導教授:昝家騏昝家騏引用關係
指導教授(外文):Tsan, Chia-Chi
口試委員:彭國維陳信甫昝家騏
口試委員(外文):Peng, Kuo-WeiChen, Hsin-FuTsan, Chia-Chi
口試日期:2017-05-25
學位類別:碩士
校院名稱:龍華科技大學
系所名稱:企業管理系碩士班
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:2017
畢業學年度:105
語文別:英文
論文頁數:51
中文關鍵詞:網路銀行顧客滿意度電子服務質量
外文關鍵詞:Internet BankingCustomer SatisfactionElectronic Service Quality (E-SERVQUAL)
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本研究的目的是透電子服務質量 (E-SERVQUAL) 的架構,探討影響越南消費者採用網路銀行業務的因素。網路銀行的實施已成為銀行在全球市場上競爭的必要條件之一。本研究旨在調查和分析影響越南網路銀行市場的內部和外部因素。研究共發放214份問卷,之後運用描述性統計分析,因數分析和多元回歸分析進行資料,並對研究假設進行了檢驗。這項研究將對越南網路銀行服務的文獻有所貢獻。實證結果顯示,客戶滿意度與網站設計,保證,可靠性,隱私和接觸聯繫均呈正相關。本研究議探討研究結果的管理意涵。
The aims of this research explores the process of adoption of internet banking in Vietnam through the effects frameworks of Electronic Service Quality (E-SERVQUAL) on main predictors of customer satisfaction. The implementation of Internet banking becomes a necessity for every bank to ensure that they are able to compete in the global market based on various internet applications. The thesis tend to survey and analysis both internal and external factors which affect to internet banking market in Vietnam by many ways and discover advantages and disadvantages to explore suggestion ideas. With deep perception and detailed analysis, the study contributes to the literature on the internet banking services in domestic. In addition, a total of 214 questionnaires were distributed and then data were interpreted by quantitative analysis with the support of Statistical Package for the Social Science 18.0. Besides that, regression analysis was used to test hypotheses. The empirical findings show that customer satisfaction was positively correlated to website design, assurance, reliability, privacy and contact. Managerial implications are also discussed and concluding remarks are made.
ABSTRACT i
摘要 ii
ACKNOWLEDGEMENT iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
1. INTRODUCTION 1
1.1 Research background 1
1.1.1 Definition of commercial banks in vietnam 1
1.1.2 An overview of internet banking 1
1.1.3 Internet banking in vietnam 2
1.2 Research objective and research questions 3
1.2.1 Research objectives 3
1.2.2 Research questions 4
1.3 Research procedure 4
1.4 Research structure 5
2. LITERATURE REVIEW 6
2.1 Significant of customer satisfaction in the internet banking 6
2.1.1 Customer satisfaction 6
2.1.2 Customer satisfaction in the internet banking 7
2.2 Electronic service quality in the internet banking 7
2.2.1 Definition of electronic service quality 7
2.2.2 Customer satisfaction of electronic service quality in the internet banking 8
2.3 Research model 9
2.3.1 Website design 9
2.3.2 Assurance 9
2.3.3 Reliability 10
2.3.4 Privacy 10
2.3.5 Contact 11
2.4 Hypotheses 12
2.4.1 The positive effect of website design on customer satisfaction 12
2.4.2 The positive effect of assurance on customer satisfaction 12
2.4.3 The positive effect of reliability on customer satisfaction 13
2.4.4 The positive effect of privacy on customer satisfaction 13
2.4.5 The positive effect of contact on customer satisfaction 14
3. METHODOLOGY 15
3.1 Research design 15
3.1.1 Model of this research 15
3.1.2 Questionnaires design 15
3.1.3 Pilot study 17
3.1.4 Measures of the constructs 18
3.1.5 Data collection and sampling 19
3.2 The method of statistical analysis 20
3.2.1 Descriptive statistical analysis 20
3.2.2 Test of reliability and validity 20
3.2.3 Multiple linear regression analysis 21
3.2.4 Analysis of variance 22
4. RESEARCH ANALYSIS RESULTS 23
4.1 The analysis results 23
4.1.1 Demographic analysis 23
4.1.2 Descriptive analysis and cronbach’s alpha coefficients 25
4.1.3 Results of factor analysis 29
4.1.4 Correlation 30
4.1.5 Hypothesis testing by multiple regression analysis 31
4.1.6 The key determinant 32
4.1.7 Summary of the result 32
4.2 Discussion 33
4.3 Managerial implications 34
5. CONCLUSION, LIMITATIONS AND FUTURE RESEACH 35
5.1 Summary of findings 35
5.2 Limitations and future research 36
REFERENCES 38
APPENDIX A 42
APPENDIX B 47

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