本研究探討網路銀行之「服務品質」、「品牌形象」、「顧客滿意度」、「顧客忠誠度」是否影響「顧客終身價值」,及其影響程度的大小。本研究發現「服務品質」與「品牌形象」係影響網路銀行「顧客終身價值」的重要因素。網路銀行的服務品質與品牌形象會影響消費者對顧客滿意度與顧客忠誠度,因此要吸引消費者再次光顧,必須提供消費者需求的商品組合並提供人性化的網路介面服務,期能符合消費者期望,進而提高顧客終身價值。 本研究之結果,希冀可作為金融業者參考之依據,以利其有效改進缺失,提高網路銀行的服務品質,增加消費者再次使用網路銀行的機會,進而提高顧客終身價值,讓消費者與銀行業者能達到雙贏之功效。
This study investigates whether customer lifetime value is influenced by the factors of service quality, brand image, customer satisfaction and loyalty for clients using internet banking. Moreover, this study examines the impacts of internet banking caused by consumers, as well as what affect customer lifetime value and the level of it. The finding shows that service quality and brand image are major factors affect customer lifetime value of internet banking. Banks’ service quality and brand image affect internet banking users’ customer satisfaction and loyalty. Therefore, for banks wish to keep attracting customers, they must provide related product portfolios and humanized interface service to reach consumers’ demands and raise customer lifetime value. The results of this study can be referred to banks. In the process of improving weaknesses and advance service qualify of internet banking can let consumers increase the opportunities to use it and enhance customer lifetime value. Create a win-win situation for both customers and banks.