針對越南網路銀行消費者的行銷策略

The Marketing Strategy to Vietnam Internet Banking Customers

阮黎薇(Le-Vy Nguyen)

指導教授 ： 梁直青

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2012年)

摘要

隨著網路的發展，網路電子商務、國際貿易、電子帳單和網路銀行成為現代社會不可缺少的付款趨勢，網路銀行已經在許多開發的國家，發展並推出了很長一段時間了。跟隨著世界的趨勢，在這個銀行業高成長率的越南，也提供了網路銀行的服務，因此，本研究提出一份問卷在越南收集樣本，以了解會影響越南消費者在使用網路銀行的因素為何？為了找到一個有效的行銷策略在越南的網路銀行消費者，本研究透過集群分析將消費者分為"權益"與"品質"，並且還透過服務品質去分析顧客滿意度、顧客忠誠度、生活型態、消費者行為和人口統計變數；透過結構方程模組的結果也發現，服務品質對顧客滿意度和顧客忠誠度皆有直接影響，顧客滿意度對顧客忠誠度有正向直接影響，而服務品質也會透過顧客滿意度間接影響顧客忠誠度。

關鍵字

服務品質 ； 網路銀行 ； 行銷策略

並列摘要

With the development of the Internet, Internet commerce and international trade, e-payment or Internet Banking become an indispensable payment trend in a modern society. Internet Banking has been developed and introduced in many developed countries for a long time. Following the trend of the world, Vietnam – the emerging country with the high growth rate of the banking industry is no exception in providing Internet Banking services. Using primary data collected in Vietnam, this study propose a questionnaire to understand the factors affect to the Vietnamese customers individual in using Internet Banking services. In order to find an effective marketing strategy for Vietnam Internet Banking customers, this study wanted to segment the Internet Banking services customers into two groups include “Equity Group” and “Quality Group” based on five Service Quality factors, namely “Internet Quality”, “Customer rights”, “Internet Convenience”, “Internet Security” and “Banking reputation”. Besides that, this research also used the Service Quality segments to test the different signification of Service Quality, Customer Satisfaction, Customer Loyalty, Lifestyle, Customer Behavior and Demographics. The results of Structural Equation Modeling (SEM) also find out that there is a significant direct positive effect between Service Quality and Customer Satisfaction, direct positive effect between Customer Satisfaction and Customer Loyalty, Service Quality has the direct and indirect effects to Customer Loyalty.

並列關鍵字

service quality ； Vietnamese Internet banking ； Marketing strategies.

參考文獻

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