證券商企業形象、服務品質、顧客關係品質與顧客忠誠度之研究---以國票證券為例

The Study of Corporate Image, Service Quality, Customer Relationship Quality, and Customer Loyalty of Securities Dealer: A Case of Waterland Securities

許珵涵(CHENG-HAN SYU)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系碩士在職專班/碩士(2016年)

摘要

本研究旨在探討國票證劵企業形象、服務品質、顧客關係品質對顧客忠誠度的
影響。以便利抽樣方式針對年滿20 歲以上國票證券的顧客進行問卷訪查。資料分析
係採用SPSS 套裝統計軟體進行敘述性統計分析及多元迴歸統計分析。敘述性統計分
析主要分析樣本結構特徵及研究變數的分配特徵，多元迴歸統計分析係用以進行研
究假說驗證。
本研究根據實證分析結果之發現：1.顧客對國票證劵企業形象、服務品質、關係
品質具有正面評價，且不同背景變項的顧客對國票證劵企業形象、服務品質、關係
品質有部分差異。2.顧客對國票證劵具有中上程度的忠誠度。3.國票證劵企業形象、
服務品質和關係品質對態度忠誠與行為忠誠有正向的影響。4.國票證劵之公司形象和
企業信用會正向影響顧客的態度忠誠，其中，企業信用對顧客的態度忠誠的影響性
最大，而國票證劵之企業信用也會正向影響顧客的行為忠誠。5.國票證劵服務品質之
有形性和關懷性會正向影響顧客的態度忠誠和行為忠誠，其中，有形性對顧客的態
度忠誠和行為忠誠影響性最大。6.國票證劵關係品質之信任和承諾會正向影響顧客的
態度忠誠和行為忠誠，其中，承諾對顧客的態度忠誠影響性最大，而信任對行為忠
誠影響性最大。
由研究發現建議–國票證券對外應加強開拓吸收新的男顧客群，以降低開發拓展
新顧客的成本，對內必須加強保留既有的女性顧客群，以防止顧客流失。此外，國
票證券應積極拓展開發中高收入（5–7 萬元）的顧客，並收集這類顧客之相關資訊，
進行分析以作為提升顧客忠誠度之決策參考依據，期能提高公司的市場佔有率與增
加營業收入。

關鍵字

關係品質 ； 服務品質 ； 企業形象 ； 顧客忠誠度

並列摘要

The study is to discuss the effects of the corporate image, service quality, and
customer relationship quality of Waterland Securities to the customer loyalty.
Inintially, the questionnaires were provided to the customers of Waterland Securities
who were over 20 by simple sampling. The data were analyzed through descriptive
statistics and multiple regression analysis by using SPSS Descriptive statistics are
mainly provided the structure of sample and the distribution of variables whereas
multiple regression analysis is provided the hypothesis testing.
The results are as finds: 1. Waterland Securities possessed positive evaluations
from the customers in corporate image, and there are partial differences between
different backgrounds of customers in coporate image. 2.Waterland Securities
possessed positive evaluation from the customers in service quality, and there are
partial differences between different backgrounds of customers in service quality.
3.Waterland Securities possessed positive evaluation from the customer in customer
relationship quality, and there are partial differences between different backgrounds of
customers in customer relationship quality. 4.Waterland Securities possessed moderate
high loyalty from the customers. 5.The corporate image, service quality, and customer
relationship quality of Waterland Securities possess positive influences on the loyalty
of attitudes and the loyalty of behaviors. 6.The corporate image and corporate credit
would positive affect to the loyalty of attitudes of customer, and furthermore,
corporate crefdit is the most significant factor as well as would affect to the loyalty of
behavior of customer. 7.The tangibility and concern of service quality would positive
affect to the loyalty of attitude and behavior of customer, and moreover, the tangibility
of service quality is the most significant factor. 8.The trust and commitment of
customer relationship quality would positive affect to the loyalty of attitude and
behavior of customer, and moreover, the commitment of customer relationship quality
IV
is the most significant factor to the loyalty of attitude whereas the trust of customer
relationship quality is the most important factor to the loyalty of behavior.
The study finds recommendations - Securities of foreign countries should be
strengthened to develop votes to absorb new male customer base, in order to reduce
the cost of development to develop new customers, both internal and must be
strengthened to retain female customer base, in order to prevent the loss of customers.
In addition, the country votes securities shall be actively expand the development for
middle and high income （5-7 million） customers, and collect related customers
information in order for analysis, to improve customer loyalty the decision reference ,
and expectation improve the company's market share rate and increase revenue.

並列關鍵字

Customer Loyalty ； Relationship Quality ； Service Quality ； Coproate Image

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