信用卡逾繳戶對發卡銀行電話催收機制之態度研究

迄2005年，台灣信用卡循環信用餘額已突破新臺幣4,736億，對發卡銀行而言，持卡人逾期還款將是銀行呆帳大增的一大隱憂。因此，發卡銀行無不致力於強化其催收機制，其中，最普遍的催收方式即是電話催收。然而，電話催收機制迄今尚未有實證研究，本研究以電話催收機制為核心構念，視電話催收機制為發卡銀行服務品質之一環，探討發卡銀行電話催收機制的因素構面以及電話催收機制對發卡銀行的企業形象、滿意度以及忠誠度的影響。研究以便利抽樣方式，透過問卷收集資訊，有效樣本有142份，佔有效問卷數的24.9%。經過實證分析，本研究獲得以下五個結論：1.電話催收機制乃服務品質之一環，兩者間具有顯著正向關係；2.電話催收機制經過因素分析後，可分成三個因素構面：「基礎催收戰術」、「權益維護」，及「催促還款戰術」；3.信用卡逾繳戶對之各電話催收機制項目均有一定程度之重視，其中，最重視的項目為逾繳戶的權益維護，以及基本的催收態度；4.電話催收機制與顧客滿意度、忠誠度均有顯著關係，同時也會影響逾繳戶對發卡銀行企業形象的認知；5.因徑分析結果顯示，電話催收機制對於發卡銀行企業形象以及顧客滿意度具有直接的顯著影響，但對於顧客忠誠度的影響則是透過對顧客滿意度之影響。而發卡銀行企業形象對顧客滿意度具有直接影響力，並透過顧客滿意度間接對顧客忠誠度產生影響。

關鍵字

信用卡；電話催收；服務品質；企業形象；顧客態度

並列摘要

Until 2005, the total credit balance of credit card holders has risen to over four hundred billion NT dollars. There is a high risk of bad debts for those credit card issuing organizations, especially issuing banks. Facing the increasing bad debts which came from card holders, most issuing banks are trying every effort to enhance debt collection mechanism. Among the various debt collection ways, telephone debt collection (TDC) is one of the popular collection ways that is used in practice but is rarely studied in the past. Factors of telephone collection will be explored. This paper uses TDC as the main construct, and tries to clarify TDC is part of the issuing bank's service quality, their relationship with satisfaction and loyalty of card debtors will also be studied. This research collects 648 respondents by convenient sampling. Among them, 142 effective respondents (or 24.9% of the total) were card holders with debt and used as research sample. The main findings of this research are as follows: 1.There exist significant positive relationship between telephone debt collection and service quality of issuing banks. 2. Telephone collection quality could break into three factors which are 'basic collection tactics,' 'rights preservation,' and 'accelerative collection tactics.' 3. Card debtors weighted every telephone debt collection items differently. The most important items are preservation of card debtor's rights and basic collection attitude. 4. TDC has significant relationship with customer satisfaction and customer loyalty. It also affects card debtors' cognition of issuing bank's corporate image. 5. Path analysis shows that TDC has direct influence on corporate image and customer satisfaction. TDC has indirect influence on customer loyalty through customer satisfaction. Corporate image has direct influence on customer satisfaction and indirect influence on customer loyalty through customer satisfaction.