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中文論文名稱 網路銀行服務品質、關係品質與顧客行為意向關係之研究
英文論文名稱 A Study on Relationships among Service Quality、Relationship Quality and Customer's Behavior Intention for Internet Banking
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 93
學期 2
出版年 94
研究生中文姓名 陳冠文
研究生英文姓名 Kuang-Wen Chen
學號 692520561
學位類別 碩士
語文別 中文
口試日期 2005-05-21
論文頁數 86頁
口試委員 指導教授-謝順金
委員-李瑞元
委員-徐煥智
委員-楊亨利
中文關鍵字 服務品質  網路銀行  關係品質  行為意向  LISREL 
英文關鍵字 Service Quality  Internet Banking  Relationship Quality  Customer's Behavior Intention  LISREL 
學科別分類 學科別社會科學管理學
學科別社會科學資訊科學
中文摘要 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。
英文摘要 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.
論文目次 【目錄】
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 網路銀行 5
第二節 服務品質 9
第三節 關係品質 16
第四節 顧客行為意向 22
第五節 服務品質、關係品質與顧客行為意向的關係 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假說 31
第三節 研究變數 32
第四節 問卷設計 33
第五節 資料收集 36
第六節 分析方法 36
第四章 資料分析 39
第一節 樣本資料分析 39
第二節 效度分析 43
第三節 信度分析 48
第四節 統計資料分析 50
第五節 修正後之研究架構與假說的擬定 51
第六節 LISREL模式分析 53
第七節 差異分析 65
第八節 研究假說檢定 67
第五章 結論與建議 71
第一節 結論 71
第二節 建議 73
第三節 未來研究方向 74
參考文獻 75
附錄 研究問卷 81

【表目錄】
表2-2- 1 SERVQUAL的服務品質構面及定義 12
表2-2- 2 SERVQUAL的構面及其衡量問項 13
表2-2- 3 網站服務品質衡量模式整理表 15
表2-2- 4 衡量網路銀行服務品質之構面 16
表2-3- 1 關係品質之研究構面 20
表3-3- 1 本研究各變數定義 32
表3-4- 1 服務品質構面中各變數所對應的問卷題項與參考文獻 34
表3-4- 2 關係品質構面中各變數所對應的問卷題項與參考文獻 35
表3-4- 3 顧客行為意向構面中各變數所對應的問卷題項與參考文獻 35
表4-1- 1 性別次數分配表 40
表4-1- 2 年齡次數分配表 40
表4-1- 3 學歷次數分配表 40
表4-1- 4 職業次數分配表 41
表4-1- 5 月收入次數分配表 41
表4-1- 6 使用頻率次數分配表 42
表4-1- 7 使用時間次數分配表 42
表4-1- 8 往來業務主要項目次數分配表 42
表4-2- 1 KMO值判定標準 44
表4-2- 2 因素分析-服務品質構面 45
表4-2- 3 因素分析-關係品質構面 46
表4-2- 4 因素分析-顧客行為意向構面 46
表4-2- 5 各構面之相關係數矩陣 47
表4-2- 6 相關係數的強度大小與意義對照表 48
表4-3- 1 信度範圍與意義對照表(GUIEFORD,1965) 49
表4-3- 2 各構面之信度分析結果 50
表4-4- 1 各構面之平均數 50
表4-6- 1 整體模式適配度分析(模式一) 58
表4-6- 2 路徑效果值(模式一) 59
表4-6- 3 整體模式適配度分析(模式二) 60
表4-6- 4 路徑效果值(模式二) 61

【圖目錄】
圖1- 1 研究流程 4
圖2- 1 服務品質觀念模型 10
圖2- 2 關係品質模式 18
圖2- 3 態度與行為意向之關係 22
圖2- 4 服務品質與行為意向模式及財務結果 23
圖3- 1 本研究架構圖 27
圖3- 2 本研究資料分析程序 38
圖4- 1 修正後之研究架構圖 51
圖4- 2 整體模式路徑圖(模式一) 54
圖4- 3 整體模式路徑圖(模式二) 60
圖4- 4 非線上帳務處理使用者服務品質、關係品質與顧客行為意向關係之路徑圖 66
圖4- 5 線上帳務處理使用者服務品質、關係品質與顧客行為意向關 係之路徑圖 66
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