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研究生:Delgertsetseg Davaadorj
論文名稱:服務品質影響客戶滿意度與忠誠度之研究以蒙古銀行為例
論文名稱(外文):The Study of Service Quality Affect Customer Satisfaction and Loyalty-The Case of Mongolia Bank
指導教授:龐畯菱
指導教授(外文):Benjamin C Parng
口試委員:王學銘黃怡芬龐畯菱
口試委員(外文):Wang XuemingYI-Fen HuangBenjamin C Parng
口試日期:2018-01-09
學位類別:碩士
校院名稱:大葉大學
系所名稱:企業管理學系碩士班
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:2019
畢業學年度:107
語文別:英文
論文頁數:55
中文關鍵詞:服務品質
外文關鍵詞:Service Quality
相關次數:
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近年來,蒙古銀行業比以往更具競爭力,更多消费者同時享受多個金融機構的服務。顯然,銀行之間的消费者轉換率很高。因此,銀行公司面臨著如何維持客户忠誠度,以避免將其失去给其他競爭對手。在培養忠誠度之前,金融機構需要提高服務品質與相關改進的活動並直接影響客户滿意度。因此,本研究的重點是在客户與銀行之間的關係,以調查蒙古銀行系统的服務品質,客户滿意度和忠誠度。基于SERVQUAL模型的研究問卷設計來測量服務品質和量化數據,選取來自社交媒體網路的325名受訪者做調查。本研究發現,服務品質會正向影響顧客滿意度,而且也會正向影響顧客忠誠度。此外,顧客滿意度也會正向影響顧客忠誠度。更有甚者,顧客滿意度對服務品質與顧客忠誠度之間具有中介效果。本研究結果將提供給學術與產業界做參考。
In recent years, the Mongolian banking industry becomes more competitive
than before, and more consumers enjoy service from multiple financial institutes at the same time. Consumer migration is high among banks. Therefore, banks company faces to keeping customer loyalty to avoid losing them to other competitors. Before developing loyalty, financial organizations need to improve service quality and related improvement activity directly influence customer satisfaction. Thus, this research focuses on the relationship between customers and banks also to investigate service quality, customer satisfaction and loyalty in the case of the Mongolia banking system.
Research questionnaire design based on the SERVQUAL model to measure service
quality and quantitative data collected from 325 respondents from social media
network. The finding of the study, service quality does positively affect customer satisfaction, also positively impact customer loyalty. Further, customer satisfaction has a mediating effect between service quality and customer loyalty. The result will submit to academic and practitioners as the
references.
中文摘要.......................................................................................................................iii
ABSTRACT..................................................................................................................iv
ACKNOWLEDGEMENT ............................................................................................. v
TABLE OF CONTENTS.............................................................................................. vi
LIST OF FIGURE.......................................................................................................viii
LIST OF TABLE ..........................................................................................................ix
CHAPTER I. INTRODUCTION .............................................................................. 1
1.1 Research Background and Motivation ........................................................... 2
1.2 Research Purpose and Problem Statement ..................................................... 3
1.3 Researcher Objectives.................................................................................... 4
CHAPTER II. LITERATURE REVIEW................................................................. 6
2.1 Service Quality............................................................................................... 6
2.2 Dimensions of SERVQUAL Model............................................................... 8
2.2.1 Tangibles.................................................................................................. 8
2.2.2 Reliability ................................................................................................ 8
2.2.3 Responsiveness........................................................................................ 9
2.2.4 Empathy................................................................................................... 9
2.2.5 Assurance............................................................................................... 10
2.3 Customer Satisfaction .................................................................................. 10
2.4 Customer Loyalty......................................................................................... 12
2.5 Service Quality and Customer Satisfaction.................................................. 13
2.6 Customer Satisfaction and Loyalty .............................................................. 14
2.7 Service Quality and Customer Loyalty ........................................................ 15
CHAPTER III. RESEARCH METHODOLOGY ................................................. 16
-vii3.1 Flow of Research Process ............................................................................ 16
3.2 Research Framework.................................................................................... 17
3.3 Summary of Hypotheses .............................................................................. 18
3.4 Questionnaire Design ................................................................................... 19
3.5 Sample and Procedure .................................................................................. 21
3.6 Measurement ................................................................................................ 22
3.7 Data Analysis Method.................................................................................. 22
3.7.1 Descriptive Statistics ............................................................................. 23
3.7.2 Reliability Analysis of the Instrument................................................... 24
3.7.3 Correlation Analysis.............................................................................. 24
3.7.4 Factor Analysis...................................................................................... 26
3.7.5 Multiple Regression Analysis................................................................ 27
CHAPTER IV. DATA ANALYSIS .......................................................................... 28
4.1 Data Collection............................................................................................. 28
4.2 Data Analyzing Procedure ........................................................................... 28
4.3 Demographic Information ........................................................................... 29
4.4 Reliability Analysis...................................................................................... 31
4.5 Correlation Analysis..................................................................................... 33
4.6 Regression Analysis..................................................................................... 35
4.7 Mediation Analysis....................................................................................... 40
4.8 Summary ...................................................................................................... 43
CHAPTER V. CONCLUSION AND SUGGESTIONS.......................................... 45
5.1 Conclusion.................................................................................................... 45
5.2 Suggestions................................................................................................... 46
5.3 Research Limitation ..................................................................................... 46
REFERENCES........................................................................................................... 48
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