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    Title: 消費者對網路銀行使用滿意度之研究
    Other Titles: A study of customer satisfaction in using the internet bank
    Authors: 莊朝凱;Chuang, Chao-kai
    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;顧客滿意;顧客忠誠;結構方程模式;Company Image;perceived value;Customer Satisfaction;Customer Loyalty;Structural Equation Modeling
    Date: 2009
    Issue Date: 2010-01-11 01:51:13 (UTC+8)
    Abstract: 銀行業在政府開放新銀行設立以來,因競爭之激烈,各銀行在服務品質及服務方式上力求改進,以提升客戶之滿意並增加新客戶,新銀行在設置成本的考量之下,往往會採取成本較低廉的網際網路服務進入市場與舊銀行競爭,在這競爭白熱化及科技發達的時代裡,銀行業者如何提升顧客對網路銀行之服務品質及吸引更多的使用者,成為銀行業者不可忽視之重要課題。因此,本研究將針對台灣的網路銀行進行相關探討。
    本研究目的有三,將探討在台灣網路銀行中:
    一、探討消費者對台灣網路銀行的使用,顧客滿意對於顧客忠誠行為之影響。
    二、探討消費者對台灣網路銀行的使用,公司形象與知覺價值是否為顧客滿意的重要關鍵前因。
    三、探討消費者對台灣網路銀行的使用,顧客滿意是否為公司形象與知覺價值影響顧客忠誠之間的中介變數。
    本研究將針對曾經有網路銀行經驗的消費者做為研究對象,對於研究對象進行人員問卷的施測。並且使用SPSS10.0版以及LISREL8.7版作為資料分析的工具。
    經由結構方程模式驗證研究假說,得知顧客滿意會直接影響顧客忠誠,公司形象與知覺價值無法直接影響顧客忠誠;再次驗證顧客滿意確實為顧客忠誠的前因變數;並且顧客滿意也是公司形象、知覺價值與忠誠之間重要的中介變數。
    Since the government put financial liberalization and de-regulation into practice, banks compete fiercely in Taiwan. All of the banks make every effort to improve service qualities and try to find new ways to serve the customers in order to improve the customer satisfaction. Then, adopting the internet network service with cheaper cost to reach the market has become a very important task that all of the banks must deal with. Therefore, this research examined the relevant issues about customers’ satisfaction in using the internet banking services in Taiwan.
    The survey data were collected from 221 customers in using internet banking, and the data were analyzed by the Structural Equation Modeling (SEM) to verify the hypotheses of this research. The major findings of this research as follows:
    1.Customer satisfaction directly influences customer loyalty.
    2.Company image and perceived value can not influence customer loyalty directly.
    3.Customer satisfaction is also a key mediating variable among the company image, perceived value and customer loyalty.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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