服務便利性、服務品質對顧客忠誠度之研究：以越南外貿商業銀行為例

A Study of Service Convenience and Service Quality on Customer Loyalty: A Case of The Commercial Bank for Foreign Trade of Vietnam

阮燈平(BINH NGUYEN DANG)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2013年)

摘要

摘要

環顧當前金融環境的變化，在金融商品同質化的時代，想要提昇銀行的競爭力，傳統的價格戰已不足以應付，銀行行銷模式被迫轉向非價格競爭－服務品質的提昇與企業形象的建立來強化自身的競爭力，以達到顧客滿意及顧客忠誠的目的。
本研究目的是藉由「越南外貿商業銀行」來探討服務便利性、服務品質對顧客價值、顧客滿意度、信任及顧客忠誠度之影響。經過問卷調查結果以瞭解客戶對該銀行的滿意度，從而提供適當方法來滿足客戶的需求。
總計網路問卷發放300份，回收之有效問卷為280份，在各項衡量指標達到標準之後，利用線性結構關係 (AMOS)來進行實證分析。根據研究架設和驗證結果，證明服務便利性、服務品質對顧客價值、信任、顧客滿意度、顧客忠誠度皆有顯著的影響。本研究以越南外貿商業銀行的客戶為實證，探討各數變項之關係，並研擬行銷策略提供業界作為參考，期能對其策略之制定有所貢獻。

關鍵字

服務便利性 ； 服務品質 ； 顧客價值 ； 信任 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Abstract

Looks all around the changes of current financial environment, in this financial commodity homogeneity generation of time, if you want to promote the bank competitive ability, the traditional price war is insufficient to deal with, the bank marketing pattern is compelled to change the non-price competition – the service quality promotion and the enterprise image establishment strengthens own competitive ability, to achieve customer satisfaction and customer’s loyal goal.
The purpose of this study was to investigate by the Commercial Bank for Foreign Trade of Vietnam "service convenience, service quality and customer value, customer satisfaction, trust and loyalty impact. After the survey results to understand the satisfaction of the customers of the bank, thus providing appropriate methods to meet customer needs.
Total internet questionnaire of 300 copies of the valid questionnaires 280, in various measurements up to standard, empirical analysis using linear structural relationship (AMOS). According to the emplacements and verification of results, proof of service convenience, service quality, customer value, trust, customer satisfaction, customer loyalty may have a significant impact.This study empirical customers to Commercial Bank for Foreign Trade of Vietnam, to explore the relationship of the number of variables and to develop a marketing strategy for the industry as a reference, hoping to contribute to the formulation of its strategy.

並列關鍵字

Service Convenience ； Service Quality ； Customer Value ； Trust ； Customer Satisfaction ； Customer Loyalty

參考文獻

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