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  • 學位論文

宅經濟下從利益區隔看網路銀行顧客行為與行銷策略之研究

The Marketing Strategy to Internet-banking Customers under Stay-at-home Economy

指導教授 : 李竹芬
共同指導教授 : 梁直青
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摘要


自2008下半年席捲全球之金融大海嘯以來,全球景氣大幅衰退,失業率與放無薪假的人數屢創新高,迄今仍無法回復。在這一連串的打擊下,消費者行為大幅的轉變,為了看緊荷包,多選擇宅在家裡,透過網路與外界聯繫。因此,「宅經濟」這個名詞應運而生。許多銀行看好此一商機,欲將戰場從實體銀行轉移到虛擬網路。但是這樣真能帶動銀行業務?答案是不置可否的,因為消費者的心是難以捉摸的。因此,如何抓住顧客的心,符合顧客的需求並帶給顧客最大的利益,就是一個值得關切的議題。 對銀行而言,要抓住顧客的心,要從消費者追求利益之觀點來切入,才能做出符合客戶需求的行銷決策。因此,本研究期望能透過調查,從利益區隔取向來找出客戶使用網路銀行的動機,並以多項描述性變數將區隔後各群體之特性具體描繪。除此之外,本研究認為業者除了提昇本身服務品質以符合顧客追求利益因素外,也應該要瞭解目前顧客的滿意程度與忠誠度因素,並藉由分析三者間的因果關係結合利益區隔分析結果,幫助業者選擇目標市場與加強行銷策略之推導。 為找出符合本研究調查之代表性樣本,本研究以滾雪球抽樣法,進行網路銀行使用者抽樣,總計回收有效問卷共514份。且針對上述目的 ,本研究以使用者使用網路銀行重視之利益因素,包括「線上交易安全」、「資訊管道暢通」與「客戶權益實現」作為市場區隔基礎,將使用者區分為三個利益區隔集群:「隨遇而安群」、「品質保證群」與「全面重視群」。接著,輔以人口統計、消費者行為、生活型態、顧客滿意度及顧客忠誠度等描述性變數,對各群體消費者特性加以描繪並找出其差異所在。同時亦對服務品質、顧客滿意度與顧客忠誠度進行因果關係檢定。 在利益區隔分析方面發現,各區隔之使用者在人口統計變數之性別、年齡、婚姻狀況與個人平均月收入上具有顯著差異;在消費者行為變數之一週上網天數、網路使用程度、網路銀行使用項目與網路銀行使用動機上具有顯著差異;另外,在生活型態、顧客滿意度與顧客忠誠度變數上亦具有顯著差異。而因果關係檢定結果則發現,服務品質對顧客滿意度、顧客滿意度對顧客忠誠度分別具有顯著且正向的影響關係,又服務品質可透過顧客滿意度間接對顧客忠誠度產生顯著正向的影響關係。 針對上述分析結果,本研究遂以4P、4C與4R理論對業者提出行銷策略上的建議。就「隨遇而安群」而言,或可藉由適當的聯繫方式如討論區、線上客服主動與其建立溝通管道,並且以具有立即回饋性與便利性之集點活動,滿足其追求流行之慾望,同時亦提高網路銀行之使用率;就「品質保證群」而言,或可以資訊安全機制保障資訊傳輸與線上交易的安全可靠性,提高消費者的使用信心程度,另外亦可透過心靈溝通的方式,如生日賀卡等,傳達業者關懷之情;就「全面重視群」而言,提供其基金組合試算,並以宣傳或投其所好的行銷手法,或可吸引其注意力;最後,針對此三群之使用者,限時價格策略與網路傳輸穩定皆有助於提昇其在網路銀行的往來交易意願。

並列摘要


The economic downturn caused by the financial tsunami started from the end of 2008 forms an unhealthy business environment. In such environment, a company was forced to let lot of employees leave without pay or to fire employees for saving personnel expenses. Therefore, lots of people must stay at home. Along with the stay-at-home, the behaviors at home such as online game, online shopping, and online banking becomes more popular. It is worth mentioning that above behaviors all needs payments. As a result, it aroused customer needs to Internet-banking services. In Taiwan, the term “stay-at-home economy” is adopted to reflect such stay-at-home phenomenon. However, there are few discussions about how to provide Internet-banking services to customers based on their benefits. Besides, it is well known that an efficient marketing strategy means a company can retrieve benefits from valuable users. Therefore, to make a good marketing strategy, the bank must find customer benefits. Through benefit segmentations, the bank could provide marketing strategies to serve customers with satisfaction. That is, to understand the user benefits to Internet-banking service is important to discuss. This study tried to find customer benefits through questionnaire survery. First, three benefit factors: “customer rights,” “Internet security,” and “online call center,” are found from factor analysis of benefits as the basis of marketing segmentation. Through above three benefit factors, this study found three consumer groups by cluster analysis from the marketing segmentation. In order to find the features of the three groups, partial description variables, including: demographic, consumer behavior, lifestyle, user satisfaction and customer loyalty, are used to form group characters and further to establish relationships between service quality, user satisfaction and customer loyalty. Moreover, through these description variables, this study found that there are special differences among benefit segmentations. For example, the Internet-banking consumer behaviors include the days of web surfing in one week, heavy/light networking usage, and the momentum to the Internet banking are different significant between benefit segmentations. Lifestyle, user satisfaction, and customer loyalty are different significant between segments. Additionally, to derive the marketing strategy preciously, the causality between benefits must be found. This study found: service quality has significant direct positive effects on user satisfaction; user satisfaction has significant direct positive effects on customer loyalty; and through user satisfaction, service quality has significant positive effects on customer loyalty indirectly. Finally, according to the above mentioned results, this study proposes marketing strategies based on principles: 4P, 4C and 4R.

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被引用紀錄


劉曉芬(2014)。國小教師對網路銀行使用特性分析及其行銷策略之研究-以高雄地區為例〔碩士論文,義守大學〕。華藝線上圖書館。https://doi.org/10.6343%2fISU.2014.00407
許佳娟(2011)。服務業排隊成因與行銷策略之研究〔碩士論文,國立虎尾科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0028-0108201117283500
黃蕙君(2012)。飢餓行銷-以智慧型手機為例〔碩士論文,國立虎尾科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0028-2708201222025000
何思穎(2012)。網路金融市場消費者行為與市場區隔之研究〔碩士論文,國立虎尾科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0028-1707201218210100

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