網路銀行服務品質與顧客滿意度、顧客忠誠度之相關研究

國內金融業者競爭激烈，為了尋求更多利潤及顧客，紛紛積極推動網路銀行業務，藉由提升服務速度、延長營業服務時間及業務的拓展，提供顧客更便利的服務。網路銀行的發展不僅提供進行線上交易的良好環境，使業者能夠結合資訊科技，以創新的行銷方式降低成本，並呈現高效率的方式服務顧客，因此，瞭解顧客對網路銀行使用意願之動機，乃業者所重視之議題。本研究旨在探究網路銀行服務品質、顧客滿意度、顧客忠誠度之相關，以問卷調查方式，針對419位網路銀行顧客進行，研究方法則使用STATISTICA統計軟體之敘述性統計分析、因素分析、獨立樣本t檢定、單因子變異數分析、雪費事後比較、相關分析及迴歸分析等統計方法。本研究發現，網路銀行服務品質、顧客滿意度與顧客忠誠度三者間具有顯著相關，此外，人口統計變數之年齡、使用經歷與服務品質呈現顯著差異，而不同年齡、婚姻狀況、使用經歷之受訪者在顧客滿意度及顧客忠誠度呈現顯著差異。最後，迴歸分析模型顯示，服務保證、服務方便、服務關心及有形性為影響銀行服務品質之重要因素。

關鍵字

網路銀行；服務品質；顧客滿意度；顧客忠誠度

並列摘要

Domestic financial industries are facing severe competitions. In order to search for better profits and more customers, industries aggressively promote the business of IB services by enhancing the speed of services, extending business hours and business scope to provide customers with more convenient services. The development of IB not only provides a better environment for online transactions but also enables industries combining their services with information technology and making use of innovative marketing to reduce costs and to service customers with high efficiency. Therefore, understanding customer’s motives in using IB has become an issue that financial industries place importance on. This study aimed at investigating the correlation among IB’s service quality (SQ), customer satisfaction (CS), and customer loyalty (CL). By using questionnaire survey, the study proceeded with 419 IB users. And the study approach adopted statistical methods such as descriptive statistical analysis of the STATISTICA statistics software, factor analysis, independent sample t-test, one-way ANOVA, Scheffe’s post-hoc comparison, analysis of correlation, and regression analysis. This study has found that the three factors in SQ of IB, CS, and CL were significantly correlated. In addition, age factor of the demographic statistical variance, IB use experience, and SQ showed significant difference, and participants of different age, marital status, and use experience showed significant difference in CS and CL. Finally, regression analysis model indicated that service assurance, service convenience, service concern, and service tangibility are significant factors that affect bank’s SQ.

並列關鍵字

Internet bank ； Service quality ； Customer satisfaction ； Customer loyalty

參考文獻

王精文、沙俊豪 (2000)。綜合證券商服務品質與業績績效關係之研究，企業管理學報，48，27-58。

李佩廷 (2005)。「網路銀行服務品質與顧客滿意度之研究」，國立成功大學統計學研究所碩士論文。

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網路銀行服務品質與顧客滿意度、顧客忠誠度之相關研究

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