應用心理分析於銀行業市場區隔與顧客忠誠度之研究

The Psychological Analysis for the Market Segmentation and the Consumer Loyalty of Banking Industry

池文海(Wen-Hai Chih) ； 唐資文(Tzy-Wen Tang) ； 簡麗萍(Li-Ping Chien)

《管理評論》 23卷3期 (2004/07) Pp. 115-136

https://doi.org/10.6656/MR.2004.23.3.CHI.115

摘要

關係行銷之研究首重如何改善企業與顧客的互動關係，但由於不同顧客群需要與喜愛的產品、服務與互動方式不盡相同，因此市場區隔成為關係行銷中重要的一環。以往研究多用人口統計變數來區隔市場顧客，但此種變數並未能提供消費者內在歷程的訊息，因此需要加入心理分析面的變數幫助瞭解顧客行為的全貌。本研究欲以顧客心理變數為區隔基礎，以價值觀、態度功能、動機、生活型態等顧客心理變數為基礎建立顧客區隔群，探討各個心理區隔群之消費特性以及其在顧客忠誠度的差異。此外，由於實務上較難獲取顧客心理資料，因此進而探討以人口統計變數與交易資料預測心理區隔群的辨識程度。本研究採用問卷調查的方式，以國內某銀行之理財顧客為探討對象，有效樣本數為401份。研究結果發現，可以透過心理變數進行顧客區隔，而不同的顧客心理區隔在金融產品的購買、使用行為、使用理由以及顧客忠誠度上不盡相同，顯示並沒有能增加銀行利益的「放諸四海而皆準」的萬靈行銷策略。

關鍵字

心理分析 ； 市場區隔 ； 顧客忠誠度 ； 銀行業

並列摘要

The premier aim of relationship marketing study is to improve the relationship between enterprises and customers. Because, different customer groups require different products, services and interaction models, ”market segmentation” plays a very crucial role in relationship marketing. Previous literatures separated the customers by means of demographic variables, but these variables were not able to provide the entire intrinsic process of customers. Hence, it is indispensable to integrate an additional variable at psychological level in order to elucidate the whole scenario of customer behaviors. This study explores the customer segmentation based on the psychological data and investigates the characters of different segmentations as well as the discrepancy toward customer loyalty. Since it is difficult for a business to access the customers' psychological data, this study subsequently probes into the feasibility of predicting the psychological segmentation by using demographic variables and consumption data. This study conducted the questionnaire survey from the financial customers of a commercial bank and regained 401 valid questionnaires. The result shows that customer groups can be segmented on the basis of psychological variables. It also indicates that various subgroups perform divergently on the purchase, usage behavior, usage reason and loyalty of financial products. This result suggests that there is no multiple-purpose promotion strategy that can deal with all the distinct requisitions.

並列關鍵字

Psychological Analysis ； Market Segmentation ； Consumer Loyalty ； Banking Industry

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