花蓮縣農會辦理政策性農業專案貸款之顧客滿意度及忠誠度研究

A Study of the Policy-Oriented Special Agricultural Loan on Customer Satisfaction and Loyalty of Farmers’ Association in Hualian County

張翔貿(Feng-Shuo Ku)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00161

摘要

臺灣農會的事業經營環境因金融自由化、農產品貿易國際自由化等影響之下，變得更加嚴苛。政策性農業專案貸款經由農會辦理轉貸，能提升農會滿意度以達成與顧客保持長久關係，進而提升顧客忠誠度，創造新商機。本研究利用結構方程式來進行分析，研究中發現融資輔導及宣傳對滿意度有重要影響，並顧客滿意度對顧客忠誠度有顯著中介效果。本研究的主要發現為： 1.研究理論模式符合可接受的適合度檢定水準，模式中農會提供辦理政策性農業專案貸款與滿意度、忠誠度之間確實存在顯著影響關係。 2.融資輔導及宣傳對滿意度有正面影響效果。 3.農會顧客滿意度之提升，可建立忠誠顧客，強化雙方未來互動。

關鍵字

政策性農業專案貸款 ； 顧客滿意度 ； 顧客忠誠度 ； 線性結構關係模式

並列摘要

The Farmer's association in Taiwan has been facing serious and new circumstances, for example the severe competition in financial market and its economic businesses. To implement the policy-oriented special agricultural loan is an important topic.
The policy-oriented special agricultural loan by the farmers’ association is to handle customer demand and increase customer satisfaction in order to maintain the customer relationship.
Furthermore, raise the customer loyalty to create new businesses. Using structural equation modeling（SEM）, the results reveal that has significant effects on customer satisfaction. The mediating effects of customer satisfaction on the relationship between the policy-oriented special agricultural loan and customer loyalty were investigated. And the results reveal that customer satisfaction positively and significantly mediating the effects of the policy-oriented special agricultural loan function on customer loyalty.
The major findings of this study are summarized as following:
1. This empirical result supports that the significant relationships exist among the policy-oriented special agricultural loan by the farmers’ association functional programs, customer satisfaction and customer loyalty.
2. The mediating effects of customer satisfaction on the relationship between the policy-oriented special agricultural loan and customer loyalty were investigated.
3. The farmers’ association customer satisfaction may establish the customer’s loyalty and will strengthen mutual interaction in future

並列關鍵字

The policy-oriented special agricultural loan ； Customer Satisfaction ； Customer Loyalty ； Structure Equation Modeling （SEM）

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