信用卡顧客滿意度與服務品質、顧客忠誠度、行銷策略與市場佔有率關聯性之研究

The Study on Relationship Among Customer Satisfaction and Service Quality、Customer Loyalty、Marketing Strategy and Marketing Share of Credit Card Consumer

林佳琦(Chia-Chi Lin)

指導教授 ： 張阜民

朝陽科技大學/管理學院/財務金融系/碩士(2012年)

摘要

消費習慣改變，信用卡已成為消費者最便利的支付工具之一，發卡銀行如何在趨於飽和信用卡市場中佔有一席之地，顧客滿意度與服務品質、顧客忠誠度、行銷策略便成為發卡銀行最重要之課題。本研究運用相關文獻及問卷實證結果，來探討顧客滿意度與服務品質、顧客忠誠度、行銷策略與市場佔有率間之關聯性，以大台中地區持有信用卡之顧客為問卷發放對象，共發放402份問卷，回收有效問卷360份，以變異數分析及卡方檢定等統計方法分析。實證結果說明如下：顧客滿意度與服務品質對顧客忠誠度有正向影響；行銷策略對顧客忠誠度有正向影響；行銷策略對顧客滿意度與服務品質有正向影響；顧客滿意度與服務品質對市場佔有率有正向影響；顧客忠誠度對市場佔有率有正向影響；行銷策略對市場佔有率有正向影響。

關鍵字

顧客滿意度與服務品質 ； 市場佔有率 ； 行銷策略 ； 顧客忠誠度

並列摘要

As consumer habits change, the credit card has become one of the consumers the most convenient payment tool. The issuing bank becomes saturated credit card market place, customer satisfaction and service quality, customer loyalty, marketing strategy has become the most important topics of the issuing bank. Relevant literature and questionnaires empirical results of this study to investigate the correlation between customer satisfaction and service quality, customer loyalty, marketing strategy and market share, the Greater Taichung area have a credit card customer questionnaires object, were distributed 402 questionnaires, valid questionnaires of 360 copies of the statistical methods of analysis of variance and chi-square test analysis. The empirical results are as follows: customer satisfaction and service quality has a positive impact on customer loyalty; marketing strategies have a positive impact on customer loyalty; marketing strategies have a positive impact on customer satisfaction and service quality; customer satisfaction and service quality has a positive impact on market share; customer loyalty has a positive impact on market share; marketing strategy have a positive impact on market share.

並列關鍵字

Marketing Strategy ； Customer Satisfaction and Service Quality ； Marketing Share ； Customer Loyalty

參考文獻

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