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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32210

    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。
    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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