顧客知覺價值對顧客滿意度與忠誠度影響之研究-以銀行業為例

The Study of the Influence between Customer Perceived Value, Customer Satisfaction and Customer Loyalty – In Taiwan Banking Industry

陳瓊雯(Chiung-Wen Chen)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

我國銀行業在面臨金融開放與改革後，激烈的競爭改變了原有的賣方市場型態，業者紛紛以顧客導向為主軸來提升各項品質，期能提升顧客的滿意度，進而建立顧客的忠誠度，維繫良好的顧客關係以增加收益。顧客感受到高的知覺價值，才能提升其滿意度，進而影響顧客的態度忠誠，然後產生實際的忠誠行為。許多業者僅以追求顧客滿意作為其行銷規劃的依據，然只追求顧客滿意並不足以應付激烈的競爭，業者必須深入了解顧客知覺價值、將顧客滿意轉化為顧客忠誠，以建立長久良好的顧客關係。
本研究由顧客知覺價值的觀點來探討我國銀行業顧客的滿意度與忠誠度影響因素，採用問卷調查方式蒐集初始資料，共發出700份問卷，有效回收484份，有效回收率69.14%，而後將所得資料進行信度分析、驗證性因素分析、結構方程模式分析以驗證本研究所提出的假設。
研究發現：
一、銀行營業廳的硬體設施與規劃會對顧客滿意度產生正向的影響。
二、銀行的服務品質對顧客滿意度會產生正向的影響。
三、顧客的社會價值會對顧客滿意度與忠誠度產生正向的影響。
四、顧客滿意度在顧客知覺價值與顧客忠誠度之間具有中介效果。
最後，依實證結果再提出管理意涵及後續研究建議，以供業界及學界作為經營管理與未來學術研究的參考。

關鍵字

顧客知覺價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

In the Face of financial openness and reform, keen competition in banking industry changes the original seller’s market, and bankers have to view customer-oriented as marketing principal, hope to raise customer satisfaction, establish customer loyalty, and maintain good customer relationship to increase benefits. When customers can feel higher perceived value, than can raise their satisfaction, even to affect their attitude and actual behavior. Many banks only seek for customer satisfaction to be the basis of their marketing planning. But it is not sufficient to cope with the keen competition. They should deeply understand customer perceived value, transfer customer satisfaction into customer loyalty, and to build long-term customer relationship.
This study bases on customer perceived value to search the factors that influent customer satisfaction and customer loyalty, using a questionnaire survey to collect information on the initial issued a total of 700 questionnaires were distributed, effective recovery of 484 copies, effective recovery rate of 69.14 percent. The information obtained will be carried out reliability analysis, confirmatory factor analysis, and structural equation model analysis to verify the assumptions made in this study.
This study gets several results. First, hardware facility and the design of operating office will have a positive impact on customer satisfaction. Second, the quality of banking services to customer satisfaction will have positive effects. Third, the social value of customer satisfaction and loyalty will have a positive impact. Fourth, customer satisfaction has indirect effects between the perceived value and loyalty.
Finally, according to empirical results, this study propose the meaning of management and follow-up study recommendations for future research for reference.

並列關鍵字

customer perceived value ； customer satisfaction ； customer loyalty

參考文獻

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