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    Title: 網路銀行服務品質、關係品質與顧客行為意向關係之研究
    Other Titles: A study on relationships among service quality, relationship quality and customer's behavior intention for internet banking
    Authors: 陳冠文;Chen, Kuang-wen
    Contributors: 淡江大學資訊管理學系碩士班
    謝順金;Hsieh, Shun-chin
    Date: 2005
    Issue Date: 2010-01-11 04:58:39 (UTC+8)
    Abstract: 隨著資訊和網路技術的迅速發展,目前許多銀行都具有網路銀行的服務,在這種激烈競爭的環境下,提升服務品質,增加顧客與該銀行的關係品質(滿意與信賴)進而增進顧客正面的行為意向(如忠誠、付出)是網路銀行長期獲利的關鍵因素。
    本研究主要探討網路銀行的服務品質、關係品質與顧客行為意向的影響關係。以各大網路銀行的使用者為研究對象,本研究採用網路問卷調查方式,共回收241份有效問卷,並利用線性結構關係法(LISREL)做資料分析。
    經研究結果顯示:網路銀行的服務品質對關係品質與顧客行為意向有正向的顯著關係,關係品質對顧客行為意向亦有正向顯著關係。而服務品質中,以「顧客服務與形象」對關係品質解釋能力最高,其次為「網站設計」與「隱私/安全」。而在關係品質與顧客行為意向中,使用者與網路銀行間的「關係品質」對顧客行為意向的「忠誠」與「付出」均有正向顯著影響。服務品質中「網站設計」、「隱私/安全」、「顧客服務與形象」對顧客行為意向的「忠誠」有正向顯著影響;而服務品質中「網站設計」對「付出」有正向顯著影響。
    With the rapid development of information and network technology, nowadays, many banks have the services of internet banking. In the environment of severe competition, increasing the service quality and the relationship quality(satisfaction and trust)between the customers and banks to increase customer’s favorable behavior intention (loyalty and payment)is the critical factor of long-period benefits in the internet banks.
    This study mainly discusses the relationships among service quality、 relationship quality and customer’s behavior intention for internet banking. Sampling is focused on the users of various internet banks, and this study takes the form of internet questionnaire. We received 241 effective samples and use LISREL to analyze data.
    The study results reveal that: the service quality is positive relation to the relationship quality and customer’s behavior intention, and the relationship quality is positive relation to the customer’s behavior intention. The customer service and image has the most influence to the relationship quality, the other influence sequence in order is the website design and privacy/security. The relationship quality between customers and internet banks is positive relation to loyalty and pay more. The website design, privacy/security, and the customer service and image is positive relation to loyalty. The website design is positive relation to payment.
    Appears in Collections:[資訊管理學系暨研究所] 學位論文

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