知覺價值、轉換成本與關係慣性對顧客忠誠度之影響-以銀行業為例

Effects of Perceived Value, Switch Costs and Relationship Inertia on Customer Loyalty: Evidence from Taiwan Banking Industry

李佳倫(Chia-Lun Lee)

指導教授 ： 紀麗秋

共同指導教授 ： 鄧誠中(Tseng-Chung Tang)

國立虎尾科技大學/管理學院/財務金融研究所/碩士(2014年)

https://doi.org/10.6827/NFU.2014.00234

摘要

由於現今的金融環境急速變遷，在未來銀行業須強化財富管理，開發具市場區隔之理財商品，維繫顧客導向型之理財服務，以吸引更多的新顧客，健全經營規模暨提供更完善之金融服務。由此可知，提升顧客忠誠度，維持長久穩定的顧客關係，為企業最重要的競爭策略，而知覺價值、轉換成本與關係慣性便為留住顧客之重要因素。
本研究以銀行財富管理顧客為實證研究對象，探討我國銀行業顧客之知覺價值、轉換成本與關係慣性對顧客忠誠度的影響。本研究採用問卷調查法，期間共發放問卷550份，剔除無效問卷，有效樣本為456份，有效樣本率為82.91%。運用統計分析工具AMOS，以結構方程模式驗證顧客忠誠度模型。
研究結果發現：知覺價值對於顧客忠誠度有顯著的正向影響；轉換成本對顧客忠誠度有負向之影響；關係慣性對於顧客忠誠度有顯著的正向影響；知覺價值對轉換成本有顯著的正向影響；知覺價值對關係慣性有顯著的正向影響；轉換成本對關係慣性有顯著的正向影響。最後，驗證所得結論將可作為銀行業財富管理業務之參考。

關鍵字

財富管理 ； 知覺價值 ； 轉換成本 ； 關係慣性 ； 顧客忠誠度

並列摘要

To establish and maintain the client’s trust is the basis of banking, and in order to stay competitiveness in financial world, banks need to develop products of wealth management with market segmentation strategies to provide the customer-oriented service to attract more target clients and boost the banking business. However, banks would lose their customer easily in the fierce competition among banks. Therefore, strategy to enhance customer’s loyalty is the key to win this long run. The perceive value and relationship inertia are also significant factors on customer’s decision- making process.
This research aims to investigate the influences among perceive value, switch cost, relationship inertia and customer loyalty of the wealth managements in Taiwan banking industry with the empirical approach. Data were collected through questionnaire survey with 550 shares of 82.91% valid effective response rate and used to verify structural equation model of customer loyalty with AMOS statistical tool.
The findings of research are illustrated as follows: 1) Perceived value has a significant positive impact on customer loyalty. 2) Switch costs have a negative impact on customer loyalty. 3) Relationship inertia has a significant positive impact on customer loyalty. 4) Perceived value has a significant positive impact on switch costs. 5) Perceived value has a significant positive impact on relationship inertia. 6) Switch costs have a significant positive impact on relationship inertia. These findings would be a reference for wealth management service in banking industry.

並列關鍵字

Wealth management ； Perceived Value ； Switch Costs ； Relationship Inertia ； Customer Loyalty

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