服務品質、品牌形象、顧客滿意度與顧客忠誠度之研究-銀行業實證

The Investigation on the Relationship between Service Quality,Brand Image,Customer Satisfaction and Customer Loyalty -A Case of Banking

吳佳玲(Chia-Ling Wu)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

邁入二十一世紀以來，商業、技術、經濟及社會發生前所未見之全面而快速的變遷。1990 年開放新銀行設立以來，銀行業便處於空前競爭的環境，若要在市場上佔有一席之地，建立持久的競爭優勢，除了開拓新顧客外，與舊有顧客維持長久的關係，就成為各方注目的焦點；因此，對銀行業而言，如何與顧客維繫良好的關係以使顧客願意經常往來就顯得非常重要。
在今日，金融商品常有一窩蜂熱賣的情形及易於複製的情況下，商品同質性仍然很高，金融市場處於過度競爭情形未見改善，雖金融商品創新仍具重要性，但過去單純地以產品線的完整、規模或是單一產品創新作為利基優勢，絕非銀行業永續保持競爭地位的重點，銀行業如何提升其服務品質、強化其品牌形象，進而達到顧客滿意度，以維繫顧客忠誠度，頗值得加以探討。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一服務品質、品牌形象、顧客滿意度與忠誠度的理論架構。以台灣地區銀行業之消費者為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業中服務品質、品牌形象、顧客滿意度與顧客忠誠度之關連性。
研究發現：服務品質對顧客滿意度，品牌形象對顧客滿意度，顧客滿意度對顧客忠誠度，以及品牌形象對顧客忠誠度皆有顯著的正向影響，而服務品質對顧客忠誠度無顯著影響。以此發現可供研擬行銷策略提供業界做為參考，並期望能提供銀行業業者作為擬定行銷策略的參考依據。

關鍵字

服務品質 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

As we enter the 21st century, business, technology, the economy, and society as a
whole are changing more rapidly than at any point in history. Since 1990 new banks
has established in Taiwan, banking operation has been in keen competition. To be able to operate for going-concern, to keep developing new and maintaining existing
customers are definitely necessary. Hence, how to maintain good relationship with
customers to strength their willingness to frequently communicate with back has
become very important. As banking has evolved into a more relationship- and
solution-oriented industry, banks have been pressed to determine what distinguishes
them from the competition.
Nowadays, financial products are often on hot sale and prone to being duplicated, so some products are similar to one another. The over competitive financial market has not been improved. Although the innovation of financial products is still important, in the past the complete simple product lines or new-creating single product as the niche market advantages cannot ensure banks the sustainable competitive place. Therefore, how banks increase their service quality, strengthen their brand image and further attain good customer satisfaction to keep customer loyalty is worthy to research.
This research integrated with academic books and with related references has developed a service quality, brand image, customer satisfaction and customer loyalty relationship and theory framework. The survey takes consumer of banking industry in Taiwan. The data collected from questionnaire investigation method in Taipei, probe into industry this service quality, brand image, and customer satisfaction is it close of connecting with customer loyalty by way of LISREL linear structure.
The most significant findings are:
1. There is a significant, positive correlation between Service Quality and Customer Satisfaction.
2. There is a significant, positive correlation between Brand Image and Customer Satisfaction.
3. There is a significant, positive correlation between Customer Satisfaction and Customer Loyalty.
4. There isn’t a significant, positive correlation between Service Quality and Customer Loyalty.
5. There is a significant, positive correlation between Brand Image and Customer Loyalty.
Contributions of the findings are to provide business marketing strategy and managing cosmetic brands. Anticipate that this research can provide businesses in banking industry of marketing strategy.

並列關鍵字

service quality ； brand image ； customer satisfaction ； customer loyalty

參考文獻

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