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  • 學位論文

信用卡使用者對發卡銀行的企業形象、知覺價值與顧客滿意度之關聯性研究─以中部地區為例

The Study of The Relationship on Corporate Image Awareness,Perceived Value and Customer Satisfaction of Credit Card Comsumers-Using Cnetral Area An Example

指導教授 : 謝俊宏
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摘要


隨著國內經濟漸趨發展,民眾消費需求增加,消費者交易方式以信用卡支付之比重逐年提高,因此信用卡已變成民眾日常交易行為之主要支付工具,在信用卡消費市場高度飽和的時代,各金融機構為爭奪發卡量,必須努力提昇企業形象、努力做好服務品質,讓持卡人對產品知覺價值產生認同,進而提升其顧客滿意度,藉以維繫現有客戶,建立口碑並憑藉既有之良好風評開拓新卡戶,實為刻不容緩的任務。 本研究以問卷調查方式,探討信用卡戶在實際使用信用卡上,對於發卡銀行的企業形象認知、對信用卡的知覺價值及顧客滿意度等影響因素進行深入的探討與研究。本論文以台中市年齡介於20歲以上至60歲以下有經濟能力之居民為研究對象,問卷總共發放441份,回收420份, 扣除無效問卷18份,有效問卷402份,回收率為91%。經由研究結果發現,企業形象認知、信用卡的知覺價值對顧客滿意度皆有正面顯著的影響。而使用者的人口變項差異分析結果發現,其中二個變項較為顯著,分別為薪資所得、年齡,未來發卡銀行從事信用卡推廣的行銷規劃,可針對這些顯著影響的人口變項,從事市場區隔並鎖定適合的目標市場,從事行銷活動。

並列摘要


With the gradual development of the domestic economy, increased demand for public consumption, consumer credit card payment transactions to the proportion gradually increased, so the daily credit card transactions has become the main public means of payment in the credit card market is highly saturated era, all financial institutions To fight card volume, we must strive to enhance corporate image, and strive to provide good service quality, perceived value to cardholders identify with the product, thereby enhancing their customer satisfaction and to retain existing customers, build good word of mouth and by virtue of both the open wind assessment new card account, in fact, urgent task. In this study, a questionnaire survey to explore the use of credit card users in the actual credit card, the card-issuing bank's corporate image awareness, perceived value of credit card and customer satisfaction and other factors affecting the in-depth research and discussion. In this thesis, Taichung City, between the ages of 20 years of age to 60 years of age have the economic ability of residents to study, issued a total of 441 questionnaires were returned 420 copies, excluding 18 invalid questionnaires, 402 valid questionnaires were returned by 91% It was found, corporate image awareness, perceived value of the credit card customer satisfaction Jieyou significant positive impact. The difference between the user's demographic analysis revealed that two variables which are more significant, namely, wage income, age, engaged in credit card issuing bank to promote the future of marketing planning, can significantly affect the population for these variables, in the market area and lock for every target market, in marketing activities.

參考文獻


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perceived value,satisfaction and repurchase intentions in a business-to-

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