網路銀行服務品質、知覺風險、顧客滿意度與顧客忠誠度間關係之探討

目前我國民眾於網際網路從事金融交易活動的比率遠低於溝通和娛樂(資策會，2015)，而因應金融科技與互聯網時代來臨，藉由網路完成個人帳務處理勢必為未來趨勢。因此本研究主要探討民眾使用網路銀行之情形、對於知覺風險之在乎程度、人口統計變數對於服務品質與知覺風險之差異，以及知覺風險、服務品質、顧客滿意度與顧客忠誠度間之關係。實證結果發現，民眾是否使用網路銀行對時間風險及績效風險有顯著之差異。服務品質與知覺風險會因個人教育程度不同而對其認知程度有所差異。知覺風險分別對服務品質、顧客滿意度與顧客忠誠度有顯著負向影響。服務品質、顧客滿意度與顧客忠誠度兩者間具有正向顯著影響。知覺風險分別對於服務品質、顧客滿意度與顧客忠誠度的關係，不具干擾效果。若銀行管理單位透過提供更多網路便利交易服務，讓顧客免於舟車勞頓，將提高顧客對於使用網路銀行滿意度，促使顧客對於知覺風險在乎程度隨之降低，進而鞏固顧客忠誠度。

關鍵字

網路銀行；服務品質；知覺風險；顧客滿意度；顧客忠誠度

並列摘要

Nowadays, the ratio of people engaged in online financial trading activities is much lower than the ratio of communication and entertainment (III, 2015). To face in the financial technology and internet era, online personal account management will be inevitably trend in the future. This paper investigates the situation of people using internet banking, degree of people care about perceived risk, differences of demographic variable between service quality and perceived risk and the relationship between perceived risk, service quality, customer satisfaction and customer loyalty. The empirical evidences show that whether people using the internet banking for time risk and performance risk has a significant difference. Differences cognitive degree of service quality and perceived risk due to the personal education level. Significant negative impact on the perceived risk for service quality, customer satisfaction and customer loyalty. Service quality, customer satisfaction and customer loyalty have positive significant impact. The relationship of perceived risk between service quality, customer satisfaction and customer loyalty do not have any jamming effect. If bank management unit provide more convenient internet trading service, it will increase the satisfaction of customer using internet banking, reduce the degree of customer care about perceived risk and strengthen customer loyalty.