金融業直效行銷對再購意願與顧客知覺價值影響之研究

A Study of the Influencing on the Direct Marketing for Repurchase Intention and Customer Perceived Value In Financial Industry

吳宜靜(Ching-Yi Wu)

指導教授 ： 哈冀連

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2016年)

摘要

從政府為順應金融自由化潮流，於1991年起開放國內民營銀行設立，短暫兩年間銀行業快速成立了16家銀行，至2001年底銀行業增加到53家，其中多家國營銀行陸續轉為民營化銀行，再加上私人銀行也競食這一個金融大餅，經過市場競爭及國際金融變化的衝擊洗禮 讓體質不佳或規模過小的銀行及信合社多被併購，並且于2001年實行「金融控股公司法」後銀行業紛紛併入金控公司，2013年後至今銀行業家數已沒變動，顯示金融市場已飽和現象，如何在競爭的環境中能讓顧客持續往來，並能讓銀行有穩定成長獲利。
本研究的目地是探討金融業如何運用直效行銷讓顧客有再購買意願，及顧客知覺價值三方面影響，本研究採用土地銀行台南市地區客戶為問卷發放對象，共回收281份探討三者變數之間的關係，以 SPSS統計軟體、信度分析、效度分析、因素分析、迴歸分析等統計方法，經由資料分析後，再加以驗證本研究所提之假設。
本研究結果顯示(1) 直效行銷對再購買意願有顯著正向影響；(2) 顧客知覺價值對直效行銷有顯著正向影響；(3) 顧客知覺價值對再購意願有顯著正向影響；(4) 顧客知覺價值對直效行銷影響再購意願具有中介效果。
關鍵字：直效行銷、再購意願、顧客知覺價值

關鍵字

直效行銷 ； 再購意願 ； 顧客知覺價值

並列摘要

Since the government conformed to the trend of financial liberalization and opened the establishment of private banks domestically, 16 banks were rapidly established in 1991, and up to 53 banks were established by 2001, among which several state-owned banks were transferred into privatization banks. Furthermore, private banks also joined in the competition that most banks and credit cooperation with bad physical constitution or small size were merged because of the impact of market competition and international finance change. After the practice of Financial Holding Company Act in 2001, banking industry was merged into financial holding companies. The number of banks has not been changed after 2013, revealing the saturation of financial market. It becomes critical to continue the contact with customers in the competitive environment and have stable growth and profits of banks.
This study aims to discuss the application of direct marketing in financial industry to the effects on repurchase intention and perceived value of customers. The customers of Land Bank of Taiwan in Tainan City are distributed the questionnaire, and 281 copies are retrieved to discuss the relationship among three variables. SPSS, Reliability Analysis, Validity Analysis, Factor Analysis and Regression Analysis are utilized for analyzing the data and testing the hypotheses.
The research results show (1) significantly positive effects of direct marketing on repurchase intention, (2) remarkably positive effects between customer perceived value and direct marketing, (3) notably positive effects of customer perceived value on repurchase intention, and (4) mediation among customer perceived value, direct marketing, and repurchase intention.

Key words : Direct Marketing, Repurchase Intention, Customer Perceived Value.

並列關鍵字

Direct Marketing ； Repurchase Intention ； Customer Perceived Value.

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