本國銀行業顧客滿意度與忠誠度關係之研究—以轉換成本與品牌偏好為干擾變數

The Correlation between Customer Satisfaction and Loyalty in Taiwanese Bank Industry-An Empirical Study with Switching Cost and Brand Preference as Moderators Variable

邵信宏(Hsin-Hung Shao)

指導教授 ： 蘇文斌博士

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2009年)

摘要

摘要
相關文獻指出滿意度為影響顧客忠誠度的重要因素，然而滿意度高的顧客未必續留，滿意低的顧客未必離開，可見滿意度與其忠誠度之間必然存在若干干擾變數。
本文從銀行業顧客的觀點，取得517份銀行業顧客的有效問卷來探討顧客滿意度、轉換成本、品牌偏好與顧客忠誠度之間的關係，並檢驗轉換成本與品牌偏好於顧客滿意度與忠誠度之間的干擾效果。在研究方法上，本文以因素分析與迴歸分析來驗證研究假說。首先我們以因素分析萃取出四個研究變數，分別為顧客滿意度、轉換成本、品牌偏好與顧客忠誠度。其次，再以迴歸分析檢驗相關變數的主效果與干擾效果。實證結果顯示滿意度與轉換成本皆會正向影響顧客忠誠度，然轉換成本愈高則會弱化滿意度對顧客忠誠度的影響效果。另外本研究則發現顧客對於品牌的偏好程度並不會影響顧客忠誠度。整體而言，本研究對於銀行業可提供若干管理意涵。

關鍵字

顧客滿意度 ； 轉換成本 ； 品牌偏好 ； 顧客忠誠度 ； 干擾效果

並列摘要

Abstract
Some papers indicated that customer satisfaction was an important factor in determining customer loyalty. However satisfied customers are not necessarily retained, and unsatisfied customers do not necessarily leave. Thus some moderating variables could exist in the relationship between customer satisfaction and loyalty.
This research use 517 questionaire surveys which from Bank customers to examine the relationships among customer satisfaction, switching cost, brand preference, and loyalty, and the moderating effects of switching cost and brand preference between customer satisfaction and loyalty. With regard to research method, we employ factor analysis and regression analysis to test hypothesis. First, factor analysis was used to extract four factors, such as customer satisfaction, switching cost, Brand preference, and customer loyalty. Second, we use regression analysis to test the main and moderating effects of related variables. Emperical results show that customer satisfaction and switching cost have positive relationship with the customer loyalty. However, high levels of switching cost will weaken the effect of customer satisfaction on loyalty. Another, there is no positive relationship between brand preference and customer loyalty. Overall, the results of this study could provide some management implications to Bank Industry.

並列關鍵字

customer satisfaction ； switching cost ； brand preference ； customer loyalty ； moderating effect

參考文獻

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