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    Title: 信用卡消費者使用行為與服務品質之研究 : 以臺北地區為例
    Other Titles: Study of consumers' using behavior and service quality of credit cards : a case study of the greater Taipei area
    Authors: 巫慧玲;Wu, Hui-Ling
    Contributors: 淡江大學國際企業學系碩士在職專班
    黃志文
    Keywords: 銀行業;信用卡;服務品質;消費者使用行為;bank industry;Credit card;Service Quality;consumers' using behavio
    Date: 2013
    Issue Date: 2014-01-23 13:37:03 (UTC+8)
    Abstract: 本研究以發卡銀行信用卡業務的服務品質為出發點,探討信用卡顧客的消費習慣、使用信用卡的行為,進而了解信用卡持卡人的喜好,並得以提供建議發卡銀行的行銷方向 。其樣本是以台灣台北地區年滿20歲且持有信用卡之一般社會大眾為抽樣對象,透過消費者對於發卡銀行的服務品質重視的程度與消費者使用信用卡的行為模式,並結合人口統計變數,試圖信用卡持有人的使用偏好,以採便利抽樣,總計共發出480份問卷,共得有效問卷364份,有效樣本回收率為達75.83%,以SPSS統計軟體進行資料分析。主要資料分析方法是採用敘述性統計、因素分析對研究進行分析。

    透過人口統計分析與消費者使用信用卡的行為與因素分析自20項服務品質量表題目萃取縮減出服務品質因素構面。研究結果發現:女性、高所得、高學歷、未婚、具穩定收入職業的持卡人會有積極的信用卡使用行為。且持卡人所追求的信用卡利益是以「作業能力與可靠性」、「便利性」、「關懷性」、「保證性」等四個因素構面最為重要。
    This study started with the service quality of the credit card business of issuing banks; exploring credit card customers’ consumption habits and the behaviors of using credit card to understand credit card holders’ favors and then able to provide marketing direction advices to the issuing banks. It took general public who are over the age of 20 and have credit cards as the sampling objects; through the degree that consumers value the service quality of issuing banks and the behavior pattern that consumers use credit cards and combined with demographic variables, and then try to understand the using preferences of credit card holders. This study employed convenience sampling, issued a total of 480 questionnaires, a total of 364 valid samples were received in return, the response rate of valid samples was 75.83% and conducted data analysis by SPSS statistical software.

    The main data analysis methods that employed to conduct analysis are descriptive statistic and factor analysis.Curtailed and extracted the factor dimensions of service quality from demographic analysis, the behavior that consumers use credit cards and factors that analyzed from the scale that had 20 service quality items.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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