顧客認知價值影響轉換意圖之研究－以台灣證券業為例

The Study of the Switching Intention influenced by Customer Perceived Value－In Securities Industry of Taiwan

邱舒婷(Su-Ting Chiu)

指導教授 ： 謝錦堂 ； 吳瑞山

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

資訊科技的發達及金融商品的創新，投資市場範圍及可申購金融商品不再僅限於本國區域，面臨國際金融市場的激烈競爭，台灣政府近幾年積極進行金融機構的政策改革及開放兩岸投資計畫，以期吸引更多海外資金投入國內，在國際市場上更具競爭力，並促進台灣的經濟繁榮。因應環境的快速變化，自2002年起，政府進行二次的金改政策，第一次金改金融機構經營體質及獲利能力已大幅改善，第二次則鼓勵金融機構整併，以健全體質並提高市場佔有率。處於競爭的環境，又因金融產業的屬性，各金融機構所提供之商品及服務之差異性並不大，易於模仿，在此情況下，除推出各式行銷策略之外，亦需深入了解顧客認知價值、涉入、轉換成本與轉換意圖間之影響，以建立並維繫良好顧客關係。
本研究以台灣地區證券業為研究主體，提出5項假設，以便利抽樣問卷調查方式來驗證顧客認知價值、顧客對證券商所提供服務及產品之涉入程度及轉換證券商時所需付出之成本對顧客認知價值及轉換意圖之間的影響，共發放360份問卷，並回收有效問卷261份，經統計資料分析，本研究發現：
一、 顧客認知價值與轉換意圖成反向關係
二、 涉入與轉換意圖成正向關係
三、 轉換意圖不會受到轉換成本之影響
四、 顧客認知價值與轉換意圖之間，不會受到涉入之影響
五、 顧客認知價值與轉換意圖之間，不會受到轉換成本之影響
根據上述結論，證券商可以藉由提高顧客認知價值，以降低顧客轉換證券商之意圖，並依顧客涉入程度的不同，提供不同的行銷策略，另因各家證券商所提供的產品與服務同質性高，採取差異化策略將有助提升企業競爭力及市佔率。

關鍵字

顧客認知價值 ； 涉入 ； 轉換成本 ； 轉換意圖 ； 證券業

並列摘要

Due to the well developed advanced information technology and the innovative finial products, the scope of the investment markets and financial products should not only be limited in Taiwan. Since facing the intensive competition in the international financial market, the government of Taiwan has enacted more innovative policies for financial institutions. In addition, the government in recent years has agreed in the proposed investments between Taiwan and China in order to raise more funds from overseas. It expects the financial products of Taiwan become more competitive in the international financial market.
The financial institutions have improved their operating quality in business, and increased their profit capability through the first stage financial reform. However, in response to the rapid change in environment, the government has initiated the second stage financial reform at 2002. In the second stage financial reform, the government encouraged the coalition in between financial institutions for enhancing the market shares. Nevertheless, owing to the nature of financial industry, the significant difference among the products sold from these financial institutions is failed to identify. Therefore, in spite of proposing diverse marketing strategies, there is a need to investigate and understand the effect between customer perceived value, involvement, switching cost and switching intention. This evaluation is mainly to maintain a solid relationship with customers.
In the study, securities industry in Taiwan was the main research object. The hypotheses including the effects of the customer perceived value, involvement and switching cost on switching intention were examined by a series of questionnaire surveys. The surveys were based on the convenient-sampling method. The total of 360 questionnaires was dispensed, and the effective questionnaires of 261 were documented. Based on the statistic analysis, the conclusions were as follows：
1. Customer perceived value could negatively influence switching intention.
2. Involvement could positively influence switching intention.
3. Switching intention was independent to switching cost.
4. The relationship between the customer perceived value and switching intention was independent to the involvement.
5. The relationship between the customer perceived value and switching intention was independent to switching cost.
According to the aforementioned conclusions, the securities firms could enhance customer perceived value to reduce client’s intention of switching securities firms. Meanwhile, the securities firms could offer different marketing strategies based on the degree of clients’ involvement. Since among the securities firms provide similar services and products to the customers, adopting differential policies might be an alternative to increase the competition and the market share of enterprise.

並列關鍵字

Customer Perceived Value ； Involvement ； Switching Cost ； Switching Intention ； Securities Industry

參考文獻

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