網路銀行服務補救對顧客關係品質之影響

The Influence of Online Banking Service Recovery on Customer Relationship Quality

程曉衿(Cheng-Hsiao Shin)

指導教授 ： 陳宜棻

中原大學/商學院/國際貿易研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00382

摘要

網路銀行服務是電子商務不可或缺，網路銀行結合實體銀行的功能，即時性提供顧客所需的服務，有效降低銀行的人力成本，提昇金融業各項服務便利性與滿意度。服務失誤會發生在每一個服務接觸的地方，企業在對顧客進行服務補救的過程中，對顧客知覺上的感受有密切關係，而顧客知覺感受有所變化時，顧客與企業間的關係品質為決定二者之間存續的重要因素。
本研究目的在調查網路銀行服務失誤對顧客關係品質之探討，因此以具有網路銀行服務失誤經驗為受測對象，透過發放網路問卷及銀行營業單位發放來蒐集樣本資料。總共回收有效樣本955份，並以線性迴歸為主要研究方法。研究結果顯示服務補救對知覺公平影響程度為正向影響，顧客知覺公平對滿意為正向影響，顧客知覺公平對信任為部份顯著影響，顧客知覺公平對承諾為正向影響，另在不同關係歷程下(探索期、建構期、成熟期、衰退期)服務補救對知覺公平的影響程度也有所不同。

關鍵字

服務補救 ； 服務失誤 ； 關係品質

並列摘要

The Online banking service is an essential function in the electronic commerce. online banking provides efficiency environment for processing all banking services, which promises multiple benefits both for the financial institutions and for clients. For financial institution, the cost reduction in human resource is one of advantages and also online banking makes customer more satisfies within the new technology.
In every service industries, we can not prevent the service failures. During the compensation process when the failures happened, it should take close relationship with customer’s sensitivity; meanwhile, the service quality decides the partnership between customer and the enterprise.
The paper investigates and analyses the present situation of impact quality of customer relationship during internet banking service failure. The questionnaire subjects are focus on the customer who has suffered online service failures and all questionnaire collection came from internet and entire bank. The overall effective samples are 955 and we use linear regression as the major research manner.
The research results reveal positive effect as the impact of service recovery on Perceived Justice. The effect of perceived justice on satisfaction is positive and of perceived justice on trust is part of significant and of perceived justice on commitment is positive. Besides, in different relationship courses (the exploration, construction, maturity, decline), the impact of service recovery on perceived justice is also different..

並列關鍵字

relationship quality ； service recovery ； service failure

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