銀行數位化對顧客忠誠度之影響-以消費者之科技接受度為調節變項

The effects of digital banking on organizational customer loyalty -Using consumer's technology acceptance as the moderator

郭家睿(Jia-Ruey Kuo)

指導教授 ： 張雍昇

共同指導教授 ： 趙慕芬(Muh-Fen Chao)

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00532

摘要

隨著網際網路之迅速發展，智慧型手機與平板電腦的普及，銀行顧客對於行動銀行或透過智慧型裝置操作金融服務的接受度逐漸提升，定點分行與自動櫃員機等過去各銀行組織所仰賴的實體通路已不完全為顧客與銀行接觸的首選，銀行之實體分行必須轉型發揮特色，才能保有其存在價值（Breet King, 2015）。
因此，本研究之主要目的為瞭解銀行數位化對顧客忠誠度之影響、瞭解顧客的科技接受度對銀行數位化與顧客忠誠度之影響上所具有的調節作用。
本研究以科技接受模式（TAM）為研究架構，藉由問卷調查結果，其有效樣本有387份，並以迴歸分析、層級迴歸分析、t檢定及變異數分析等統計方法來驗證各研究假設。研究結果如下：
1、銀行數位化發展會顯著影響顧客忠誠度。
2、顧客之科技接受度不具顯著調節銀行數位化與顧客忠誠度之關係。

關鍵字

銀行數位化 ； 科技接受度 ； 顧客忠誠度

並列摘要

With the rapid development of the Internet, the popularity of smartphones and tablets, and the behavior of mobile phones to connect to the Internet have gradually replaced people using desktop computers to access the Internet,bank customers' acceptance of mobile banking or operating financial services through smart devices is gradually increasing, the physical channels that banking organizations relied on in the past, such as designated branches and ATMs, are not completely the first choice for customers to contact the bank. Evolve into the higher the degree of digitization of banks, the more the utilization rate of physical branches is declining. In the face of this great crisis, the physical branches of banks must transform and develop their characteristics in order to maintain their existence value(Breet King, 2015). Therefore, The main purpose of this research is to understand the influence of bank digitalization on customer loyalty, and to understand the moderating effect of customer acceptance of technology on the influence of bank digitalization and customer loyalty. This research uses the Technology Acceptance Model (TAM) as the research framework, based on the survey results, there are 387 valid samples, and use statistical methods such as regression analysis, hierarchical regression analysis, t test and variance analysis to verify each research hypothesis. The results of the study are as follows:
1、The degree of bank digitization will significantly affect customer loyalty.
2、Customer acceptance of technology will significantly regulate the relationship

並列關鍵字

Bank Digitzation ； Technology Acceptance ； Customer Loyalty

參考文獻

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley.

中文文獻

一、書籍

Brett King著，孫一仕譯，2013年10月，《BANK3.0銀行轉型未來式》，財團法人台灣金融研訓院發行。

張瑋倫著，2009年12月，《顧客關係管理：理論與實務》，學貫行銷股份有限公司發行。