銀行業服務品質、企業形象與顧客忠誠度之研究

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/21727

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Title:	銀行業服務品質、企業形象與顧客忠誠度之研究
Other Titles:	A Study on Service Quality, Enterprise Imageand, Consumer Loyalty of Banks in Taiwan
Authors:	黃明政 Huang, Ming-cheng
Contributors:	管理科學研究所林水順 Shui-Shun Lin
Keywords:	銀行業;顧客忠誠度;企業形象;服務品質 Customer Loyalty;Service Quality
Date:	2004
Issue Date:	2015-07-02 15:08:39 (UTC+8)
Abstract:	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PZB所提出的缺口概念為核心，從消費者實際認知的感受情況，採取問卷調查的方式，研究銀行業服務品質、企業形象與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。　　具體而言，本研究的目的在從顧客的觀點，探討不同族群對於銀行業服務品質、企業形象與顧客忠誠度間差異性，並分析銀行業服務品質、企業形象與顧客忠誠度之的相關性。在分析方法上，本研究以相關分析、多元迴歸分析以及單因子變異數分析進行資料分析與假設檢定。　　研究結果發現，在不同族群中性別、年齡、職業、以及居住地區等變數對服務品質、企業形象與顧客忠誠度的差異並不顯著，而教育程度對企業形象有顯著差異，但對服務品質及顧客忠誠度並不顯著。整體服務品質對整體顧客忠誠度有顯著相關性，整體服務品質會影響企業形象，企業形象對整體顧客忠誠度也有顯著相關性，故顧客忠誠度會同時受服務品質與企業形象的影響。　　In economic development worldwide, finance has always played a crucial role. This is especially true in Taiwan’s economic development, in which finance has not only kept on par with Taiwan’s social development, but has also created Taiwan’s economic miracle. 　　In view of present enormous changes in the economic and financial environment, the era of comparatively high quality financial commodities has nevertheless increased competitiveness in banking. Traditional price competitions and operating on marketing are no longer adequate responses. Sales in banking businesses are compelled to turn to non-price competitions-improving products and service quality to strengthen competitive edge in order to achieve customer loyalty. 　　This research focuses on the gaps conceptualized by PZB, a service quality model. To provide references for banking policies, variables such as the quality of banking services, enterprise image and customer loyalty, and the relationship between these variables, are investigated using questionnaires and statistical methods to analyze consumers’ actual experiences. In concrete terms, the purpose of this research is to explore the differences in customer perspective toward banking service quality, enterprise image and customer loyalty among different populations. This study also aims to analyze the relationship between banking service quality, enterprise image and customer loyalty. For data analysis and hypothesis testing, the analytical methods used are correlation analysis, multi –regression analysis and single variable anaylsis. 　　The results of the study revealed that among different populations, variables such as gender, age, occupation and area of residence showed no significant differences toward service quality, enterprise image and customer loyalty. However, educational level showed a noteworthy difference toward enterprise image, but unremarkable difference toward service quality and customer loyalty. Overall service quality showed a notable relationship to overall customer loyalty, as well as enterprise image. Enterprise image is also found to be markedly related to overall customer loyalty. In short, customer loyalty is affected by service quality and business image.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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