網路銀行服務品質對客戶滿意度和客戶忠誠度影響之研究-以越南為例

Service Quality, Customer Satisfaction, Customer Loyalty of Internet Banking in Vietnam

阮氏梅(Thi Mai Nguyen)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/企業管理系經營管理碩士班/碩士(2016年)

摘要

近年來，互聯網在現代的日常中佔有重要的作用，並且提供維持服
務品質和服務傳遞訊息的管道。尤其透過互聯網銀行的便利性，不僅為顧
客價低成本且提供快速和高效能的服務。本研究之主要目的在於了解顧客
品質相關因素對顧客滿意度之影響，並測試越南網路銀行之服務對顧客滿
意度和顧客忠誠度之間的關聯性。本研究選中和訪談293 位受測者，運用
迴歸分析測試六個研究假設，其結果顯示：六個研究假設中有五個假設完
全成立，其中可靠性、履行、效率和網站設計對顧客滿意度有顯著影響，
而顧客滿意度對顧客忠誠度有顯著顯影響。最後，本研究針對提升越南網
路銀行的服務品質提出相關措施。

關鍵字

網路銀行 ； 服務品質 ； 客戶滿意度 ； 客戶忠誠度 ； 越南

並列摘要

At the present time, the Internet plays an important role in people’s daily lives, and it should be considered as a service delivery channel that provides and maintains the service quality. In particular, the convenience of banking through the Internet that not only allows cost reduction for customers but also provides a quick and efficient service. The key purpose of this study is to find out the impact of factors relating to the service quality on customer satisfaction, and to test the relationship between the effect of the Internet banking service, customer satisfaction, and customer loyalty in Vietnam. Respondents numbering 293 from Vietnam were selected and interviewed in this study. Regression analysis was used to test the six research hypotheses. The results indicated that five of the six hypotheses were supported and reliability, fulfillment, efficiency, and website design, had a positive influence on the satisfaction of customers and customer satisfaction has been a significant influence on customer loyalty. Lastly, to propose effective measures on how to enhance the quality of the Internet banking service in Vietnam.

並列關鍵字

Internet Banking ； Customer Satisfaction ； Customer Loyalty ； Vietnam

參考文獻

Arasli, H., Smadi, S.M. & Katircioglu, S.T. (2005). Customer service quality in the Greek Cypriot banking industry. Managing Service Quality, 15(1), 41-56. http://dx.doi.org/10.1108/09604520510575254.

B. Lewis, & M. Soureli. The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour, 5(1), p15-31, 2006.doi:10.1002/cb.46.

Brady, M. K., & Robertson, C. J. (2001). Searching for a consensus on the antecedent role of service quality and satisfaction: An exploratory cross-national study. Journal of Business Research, 51(1), 53–60.

Daniel, E. (1999). Provision of electronic banking in the UK and Republic of Ireland. International Journal of Bank Marketing, 17(2), 72-82.

Fox, S. (2006). Online banking jumps 47% in 2 years. Pew Internet and American life project. Online Available: