The Relationships among Service Quality, Relationship Quality, and Customer Loyalty: An Empirical Study of Internet Banking in Taiwan

網路銀行服務品質、關係品質、與顧客忠誠之研究

周文賢(Wayne S. Chow) ； 游信益(Hsin-Yi Yu)

《企業管理學報》 65期 (2005/06) Pp. 31-59

摘要

為了提供顧客更有效率的金融服務，資訊科技與網際網路的應用對於競爭激烈的銀行業而言，已是不可或缺的重要工具。為維持市場競爭優勢，許多實體銀行開始將經營焦點轉移至網路銀行上。本研究探討網路銀行顧客係以哪些服務品質構面評價線上服務，以及檢驗服務品質構面、顧客滿意、顧客信任、顧客忠誠之間的關係性，研究結果發現網路銀行服務品質構面可區分為「線上系統品質」、「可信性」、「經濟多樣性」、「安全性」、「美觀性」、「線上服務各員」、「個人化」等。其中「線上系統品質」、「可信性」、「美觀性」、「安全性」、「經濟多樣性」皆正向影響顧客滿意度，而顧客信任可透過強化「線上系統品質」與「安全性」此兩構面以建立。另外，關係品質構面中的信任與滿意可帶來顧客忠誠度的提升。基於上述實證研究結果，本研究也提出相關結論與建議。

關鍵字

顧客忠誠 ； 網路銀行 ； 服務品質 ； 關係品質

並列摘要

To provide customers efficient banking services, information technology and Internet become more and more important for banks to delivery financial services. In order to sustain competitiveness in marketplace, a number of traditional brick-and-mortar banks have also been moving to the Internet to provide customers with high quality online services. This research first explores the underlying dimensions of Internet banking service quality, and then examines the relationships among service quality factors, customer satisfaction, customer trust, and customer loyalty. Seven dimensions of online service quality specific to the Internet banking were uncovered in the research, namely ”online systems quality”, ”credibility”, ”security”, ”aesthetics”, ”economic cost and variety”, ”online personnel”, and ”personalization”. In order to achieve high level of customer satisfaction with limited resources, Internet banks should focus on ”online systems quality”, ”credibility”, ”aesthetics”, ”security”, and ”economic cost and variety”. And ”online systems quality” and ”security” can be thought the important considerations for building trust. Besides, both trust and satisfaction of relationship quality dimensions have positive affect on customer loyalty. Based on result of the empirical study, the conclusions are provided.

並列關鍵字

customer loyalty ； Internet banking ； service quality ； relationship quality

參考文獻

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