金融業品牌形象對顧客知覺價值與顧客滿意度影響之研究

The Study for the Influence of Brand Image on the Customer Perceived Value and Satisfaction in Financial Industry

李碧珠(Pi-Chu Li)

指導教授 ： 劉家銘

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2016年)

摘要

金融業為因應目前競爭激烈的市場環境，勢必要提升自身競爭能
力，在眾多的金融機構中想要維持長遠經營，除了要讓顧客感覺價值
更為穩固、安心、來取得信任與滿意外，必頇強化自身的知名度、聲
譽、服務態度、品牌屬性等，所以金融業要維持企業競爭力增加績效，
提升品牌形象成為重要關鍵因素。
本研究以土地銀行品牌形象之建立，來探討金融業品牌形象與顧
客知覺價值及顧客滿意度彼此之間的相關性，研究方式採實地發放與
收集問卷，以土地銀行台南地區之客戶為抽樣調查對象，共發出問卷
320份，其中有效問卷283份，有效問卷回收率為88.4%，並運用 SPSS
22.0統計軟體，經由信度分析、效度分析、因素分析及迴歸分析等統
計方法進行資料分析，獲致研究結論如次：
1. 品牌形象對顧客滿意度有顯著正向的影響。
2. 顧客知覺價值對品牌形象有顯著正向的影響。
3. 顧客知覺價值對滿意度有顯著正向的影響。
4. 顧客知覺價值對品牌形象與顧客滿意度有顯著干擾的影響。

關鍵字

知覺價值 ； 品牌形象 ； 顧客滿意度

並列摘要

Financial industry has to promote the competitiveness in order to cope
with the competitive market environment. In order to maintain long-term
business among plenty of financial institutions, it is necessary to have
customers perceive more stable, secure, confident, and satisfactory value
as well as reinforce the awareness, reputation, service attitudes, and brand
attributes. In this case, the promotion of brand image is a key factor in
maintaining corporate competitiveness to enhance performance in
financial industry.
By the establishment of brand image of Land Bank of Taiwan, this
study intends to discuss the necessary correlations between brand image
customer perceived valueand customer satisfaction in financial industry.
By on-site questionnaires distribution and collection, the customers of
Land Bank of Taiwan Tainan are Branch are sampled for 320 copies of
questionnaire. 283 valid ones, which there are with the retrieval rate
88.4%..And we use SPSS 22.0 statistical software to analyze via
reliability, validity analysis, factor analysis, regression analysis According
these anaiysis the research conclusion is summarized as below.
1. Brand image shows significantly positive effects on customer
satisfaction.
2. customer perceived quality.reveals remarkably positive effects
onBrand image
3. Customer perceived value presents notably positive effects on
satisfaction.
4. Customers perceived value appears significant moderation on brand
III
image and customer satisfaction.

並列關鍵字

perceived value ； brand image ； customer satisfaction

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