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    Title: 企業用戶對網路銀行使用滿意度之研究
    Other Titles: A study of business customer satisfaction in using the internet bank
    Authors: 尤千美;Yu, Chien-mei
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    張俊惠;Chang, Chun-hui
    Keywords: 公司形象;知覺價值;滿意;忠誠;Corporate Image;perceived value;satisfaction;Loyalty
    Date: 2009
    Issue Date: 2010-01-11 01:49:25 (UTC+8)
    Abstract: 銀行為提高企業使用網路銀行的滿意度,將銀行視為企業營運資金的調度中心,進而將存、放款及外匯等相關業務一網打盡,推升企業與銀行往來的進一步互動關係,進而提高對銀行的貢獻度。但是,由於銀行間產品創新力薄弱,同質性高,導致同業競爭異常激烈;因此,如何透過網路科技通路,以有限的資源創造有效的服務品質,提升顧客使用網路銀行的滿意度,進而保持忠誠,在現今競爭白熱化的金融環境下更顯重要。因此本研究針對台灣金融業網路銀行業務進行相關滿意度探討。
    以有使用網路銀行業務的企業客戶作為研究對象,經由結構方程模式驗證研究假說,得知網路銀行顧客滿意正向影響網路銀行顧客忠誠;驗證公司形象與知覺價值為網路銀行顧客滿意的重要前因變數;最後,如同學者研究報告,在虛擬的網際網路通路中,網路銀行顧客滿意更是公司形象、知覺價值與網路銀行顧客忠誠之間的重要中介變數。
    The poor innovation performance of new financial products and highly homogeneous banking services make very fierce competition among banks in Taiwan. Therefore, it is more important for banks to make use of limited resources to create better service quality, promote the customers’ satisfaction of internet banking and maintain customers’ loyalty through internet technology. This research presents the business customers’ satisfaction in using the internet banking services in Taiwan.
    The survey data were collected from 283 business customers in using internet banking, and the data were analyzed by the Structural Equation Modeling (SEM) to verify the hypotheses of this research. The findings reveal that customers’ satisfaction has a direct and positive effect on customers’ loyalty, corporate image and perceived value are antecedents of customers’ satisfaction and customers’ satisfaction did play a mediating role among corporate image, perceived value, and customers’ loyalty.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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