English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52047/87178 (60%)
Visitors : 8697587      Online Users : 215
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/93885

    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
    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。

    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

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback