關係品質在銀行業應用的前因及其對態度忠誠與行為忠誠之競爭模型的比較性研究

鑑於銀行業競爭日趨劇烈，必需花費更多的心力來增加競爭力，方能延續既有的顧客基礎並有效拓展客源，因此本研究提出一個整合性架構來強調品牌形象，服務品質，以及服務可及性對關係品質及顧客忠誠度的影響重要性。本研究以台灣地區各家銀行的往來顧客群作為研究對象，銀行的選擇則是以2012年商業週刊的一千大金融機構排名作為基準，取前三十名，再以每十名為一個層級，於各層級中隨機抽取一家銀行作為該一層級的代表銀行。本研究的問卷總回收份數為348份，刪除填答不完整的無效問卷後，有效問卷313份。本研究透過結構方程模式來驗證研究假設是否成立。研究結果顯示：(1)品牌形象對顧客滿意不具有正向影響；但卻對顧客信任以及顧客承諾具有正向且顯著的影響，(2)服務品質對顧客滿意、顧客信任(態度忠誠模式)以及顧客承諾具有正向且顯著的影響，(3)服務可及性對顧客滿意與顧客信任具有正向且顯著的影響；但卻對顧客承諾不具有正向影響，(4)顧客信任以及顧客承諾對於態度忠誠、行為忠誠具有正向且顯著的影響；但顧客滿意卻只對行為忠誠具有顯著的影響。根據研究結果，管理意涵、研究限制以及未來研究建議也一併討論。。

關鍵字

品牌形象；服務品質；服務可及性；關係品質；顧客忠誠

並列摘要

In view of the fact that the escalating competition in the banking industry causes banks more efforts in raising their competitive capability so as to extend extant customer base and effectively broaden customer sources, this study proposes an integrative framework to highlight the importance of brand image, service quality, and service accessibility on relationship quality and customer loyalty. The correspondent customers with each bank in Taiwan were taken as research subjects. The select ion of the three banks studied was stratified from t he to p 30 o f Business Weekly’ s 201 2 10 00 -top listing of the banking industry. Four hundred fifty questionnaires were distributed, with 348 copies returned. Not counting invalid copies, a valid return rate of 69.56% was reached. Structural equation modeling was used to test related hypotheses. The results reveal that : (1) The brand image does not impact customer satisfaction, but has a positive effect on customer trust and customer commitment. (2) The service quality has a positively significant effect on customer satisfaction, customer trust (in behavioral loyalty model), and customer commitment. (3) The service accessibility impacts customer satisfaction and customer trust positively and significantly, but has no effect on customer commitment. (4) The customer trust and customer commitment have a positively significant effect on attitudinal and behavioral loyalty, respectively, while customer satisfaction significantly impacts behavioral loyalty only. Managerial implications, research restrict ions, and suggest ions for future research are also discussed