基金網路交易對顧客保留意圖之研究

隨著網路的普及化以及國内各類基金投資與境外投資規模累積迅速，據資策會統計台灣地區民眾使用網路進行投資理財等交易活動逐漸上升，而顧客購買基金除了透過銀行金融實體通路外，另一個便利管道就是基金網路交易系統。這些統計顯示基金網路交易下單為銀行的必爭之地，而過去文獻多探討服務業對於顧客滿意度之研究，對於顧客保留之探討較少，因此本研究以基金網路交易對顧客保留意圖之影響進行探討。本研究以網路及紙本發放問卷總共回收325份有效樣本，並使用LISREL與SPSS來進行資料分析，透過LISERAL8.8進行驗證性因素分析和結構方模式分析，研究結果發現顧客認知之服務品質對顧客滿意度有正向影響，而顧客認知之成本價值、服務便利性對顧客滿意度的影響並不顯著，顧客滿意度對於顧客保留意圖有正向影響、顧客認知之轉換成本對顧客保留意圖有正向影響、替代者的吸引力對顧客保留意圖有負向影響、人際關係對顧客保留意圖有正向影響。本研究結果可提供金融業者在發展基金交易之推廣業務，以提高顧客使用網路基金下單，不僅可降低金融業者營業成本，顧客亦可節省往來銀行費用以及增加顧客投資方便的通路，進而達成雙贏之局面。

關鍵字

基金網路交易；顧客滿意度；顧客保留意圖

並列摘要

The Internet environment is more and more popular. The overseas funds and domestic funds investment with a rapid increase in scale. The FIND (Foreseeing Innovative New Digiservices) investigates customer do the investment via internet. Customer buy a funds on actual bank channel, and another more convenient channel is use the Internet banking. In the pass, many study investigates the influence of customer satisfaction in service industry, but very few of study investigates the influence of customer retention in service industry. Hence, this study investigates the effects of online fund transaction on customer retention intention. This study data was collected by internet and actual questionnaire deliver using samples 325 who had experience at online fund transaction. The data were use LISREL and SPSS, apply Confirmatory Factor Analysis(CFA) and Structure Equation Model (SEM) analysis. The study result indicates that customers’ perceived service quality is positively affecting their customer satisfaction. Customers’ perceived the cost value and service convenience are not significantly affecting their customer satisfaction. Customers’ perceived customer satisfaction is positively affecting their customer retention intention. Customers’ perceived the switching cost is positively affecting their customer retention intention. Customers’ perceived the attractiveness of alternatives is negatively affecting their customer retention intention. Customers’ perceived the interpersonal relationship is positively affecting their customer retention intention. This result could provide financial industry for their future business advance.

並列關鍵字

Fund Internet Transaction ； Customer Satisfaction ； Customer Retention Intention

參考文獻

許育嘉(2010)，顧客關係管理與轉換障礙對顧客保留影響之探討，國立台灣大學國際企業學系碩士論文。

Satisfaction and Intention to Recommend E-Services. Journal of interactive

Marketing, 23, 209-220.

Anderson, J. C. and Gerbing, D. W. (1988) Structural equationg modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423.

Antreas, D. and Athanassopoulos (1997) Service quality and operating efficiency

國際替代計量

基金網路交易對顧客保留意圖之研究

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