服務品質、轉換成本、顧客知識與顧客忠誠度的關聯性研究

Relationship among Service Quality,Switching Cost,Customer Knowledge and Customer Loyalty.

陳彥君(Chen, Yen-Chun)

指導教授 ： 梁世安

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

在大環境的變遷中，台灣銀行業的獲利，除了傳統的利差外，更重視手續費收入的創造。在2009年，隨著亞太地區財富成長的帶動，政府降低遺產稅與贈與稅稅率，以及台灣與大陸簽署兩岸金融監理合作備忘錄(MOU)等利多因素下，2010年初，各個銀行都樂觀預期財富管理業務的無限商機，並以提高財富管理業務市佔率及增加手續費收入，做為銀行年度經營的重要目標。
服務品質的提升可加強顧客的忠誠度，墊高顧客的轉換成本，增加顧客轉換難度降低轉換意願，也可有效地提高顧客的忠誠度，經由顧客知識的建立與訊息的傳遞，可適當加乘顧客忠誠。本研究旨在探討服務品質、轉換成本對顧客忠誠度的影響，以及顧客知識對此影響的干擾效果，藉以提供銀行在進行投資理財服務時，脫離價格競爭，強化對顧客的了解提升競爭力。為方便資料之取得，本研究採比例分層抽樣法，依北、中、南區銀行之顧客發放問卷，回收有效樣本280份。
對於理論架構與假設之驗證，本研究利用SPSS 17.0軟體執行統計分析，以迴歸分析驗證服務品質、轉換成本、顧客知識對顧客忠誠度的影響，及其間之關聯性。實證結果，歸納下列結論：
一、服務品質、轉換成本對顧客忠誠度有顯著影響關係。
二、顧客知識具有強化服務品質、轉換成本對顧客忠誠度顯著影響的干擾效果。

關鍵字

服務品質 ； 轉換成本 ； 顧客知識 ； 顧各忠誠度

並列摘要

Since macro environment has changed drastically in last few years, the fee income has become more value than the traditional interest income for the profiting of the banking industry in Taiwan.

With the growing wealth in Pan Asia Pacific, reducing estate and gift tax rate by governments, the memorandum of cross-strait financial supervisory cooperation (MOU) signed by Taiwan and mainland China, as well as other bullish factors in 2009, all banks are optimistic about the expected wealth management business opportunities and enhance the wealth management business to increase market share and fee revenue in the beginning of 2010, as the important objective of bank annual business.

From customer perceptions of bank services quality, satisfied services can strengthen customer loyalty, increase customer switching costs to decrease the will of converting and conversion. It also can effectively improve customer loyalty. Furthermore, by establishing and distributing customer knowledge and information, banks can multiply the customer loyalty appropriately. This study investigates the impact of service quality, switching costs on customer loyalty and the interference effect of customer knowledge. The convincing evidences of the study can provides the great information to banks to avoid price competition, to strengthen the customers’ understanding, and improve core competitiveness while providing investment finance services to customers. In order to collect related data for the study, the proportional stratified sampling method was introduced. The data including 280 valid samples were collected from north, central and south district customer questionnaires.

For the theoretical framework and hypotheses, the study uses SPSS 17.0 software to implement statistical analysis and regression analysis to verify the impact of service quality, switching cost, and customer knowledge on customer loyalty and the association among them. The empirical result summarizes the following conclusions:

1. Service quality and switching cost have a significant impact on customer loyalty.
2. Customer knowledge has a strong interference effect on this impact.

並列關鍵字

service quality ； switching costs ； customer knowledge ； customer loyalty

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