探討企業形象與顧客期望對於信用卡消費行為之影響－知覺品質的中介效果

The Effects of Corporate image and Customer Expectations on Consumer' Behaviors of Credit Card Bank: The Mediating Effect of Perceived Quality

黃春松(Chun-Sung Huang) ； 賴麗香(Li-Hsiang Lai) ； 孫而音(Erh-Yin Sun)

《創新與經營管理學刊》 3卷2期 (2012/12) Pp. 67-84

https://doi.org/10.6270/JIBM.2012.3(2)67

摘要

本研究旨在於分析知覺品質在企業形象與顧客期望影響信用卡消費者行為過程所扮演的中介效果。本研究以台灣地區信用卡持卡人為研究對象，蒐集318份有效樣本，應用結構模式分析法（SEM）建構信用卡顧客滿意度模式。研究結果符合外部的服務利潤鏈理論，且確認加強服務品質可以提昇知覺價值、顧客滿意度與顧客忠誠度；企業形象與顧客期望藉由知覺品質的中介功能，而反映在顧客滿意度與顧客忠誠度之效果非常顯著。建議發卡銀行積極擬定與執行顧客導向之服務策略，將有助於信用卡發卡銀行更有效達到高度的顧客滿意與顧客忠誠；依服務利潤鏈的衍生關係，可增加發卡銀行的收入與獲利之成長。

關鍵字

知覺品質 ； 顧客滿意度 ； 顧客忠誠度 ； 中介效果

並列摘要

The purpose of this study is to analyze the mediating effect of perceived quality on the consumption process that the credit card issuing bank's corporate image and customer expectations influenced consumer behavior. In this study, we collected 318 valid samples about credit card holders in Taiwan, apply structural equation modeling (SEM) to construct the customer satisfaction model. The results conformed to the external service-profit chain theory, and confirmed that if bank strengthen perceived quality can enhance the perceived value, customer satisfaction and customer loyalty. By the mediating functions of perceived quality, the effect of the bank's corporate image and customer expectations reflected on consumer behavior, customer satisfaction and customer loyalty is very significant. We recommend that the credit card issuing bank may adopt the customer-oriented service strategy, according to the derived relations will help the credit card issuing bank more effectively achieve customer satisfaction, customer loyalty, further increase revenue and profit growth of card-issuing bank.

並列關鍵字

Perceived quality ； customer satisfaction ； customer loyalty ； Mediating Effect