地理區特性與關係行銷結合方式：都會型與鄉村型信用合作社之消費者關係行銷差異研究

Geography Difference and Marketing Relational Bonding Strategy: the Study of Various Types of Credit Unions in Metropolis and Country

黃慧新(Hui-Hsin Huang)

《東吳經濟商學學報》 77期 (2012/06) Pp. 91-120

https://doi.org/10.29735/SJEB.201206.0004

摘要

台灣近年來金融業蓬勃發展，與銀行往來辦理存款業務相關業務是一般民眾日常必需的一部分，本研究將消費者個人金融往來行為視為日常生活一部分以中地理論角度了解不同地理區消費者的金融往來行為，本研究以具有在地性與連絡顧客關係特質之信用合作社為研究標的，意圖了解較具都會型（台北淡水水碓）與鄉村型（台北三芝）兩類信用合作社分行在顧客關係行銷結合方式、承諾－信任關係與行為意向上之差異性，結果發現，較具都會特性的水碓地區僅結構性結合對承諾-信任有顯著影響，而具鄉村特質的三芝地區相反的僅結構性結合對信任沒有顯著影響，其他連結則皆達顯著。另外比較兩地區在關係行銷方式、承諾－信任變項的平均得分差異，結果顯示三芝地區顧客比淡水水碓地區顧客，對於信用合作社所提供的財務性關係行銷方式有較高的滿意程度，並且三芝地區顧客比淡水水碓地區顧客，對信用合作社承諾方面的之關係分數較高。

關鍵字

關係行銷 ； 地理特質 ； 承諾－信任理論 ； 信用合作社

並列摘要

This research discusses geographically difference influences in marketing relation bounding of customers in Credit Unions. In the recent years, to deal with bank service deposit or purchase of financial product is considered as a part of daily life. In this paper, we focus on customer behaviors in Credit Unions which characterizes local geographies and the diversity of customer relation connections. The study collects 378 questionnaires to explore the cause relations among relational bonding strategies, trust-commitment and behavior intention in urban or suburban type Credit Unions. The results show that the structural bond is the only factor that impacts trust-commitment of customers in metropolis area. It can refer that there are more financial organizations in city and customers may have more choices. Therefore if the Credit Union can offer target customer more benefits that are difficult for business to provide elsewhere, then it possesses competitive advantages. In the suburban area, it is only structural bond that doesn’t influence trust-commitment significantly in statistic.

並列關鍵字

Relation marketing ； Geography ； Commitment-trust theory ； Credit Union

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