銀行為提高企業使用網路銀行的滿意度，將銀行視為企業營運資金的調度中心，進而將存、放款及外匯等相關業務一網打盡，推升企業與銀行往來的進一步互動關係，進而提高對銀行的貢獻度。但是，由於銀行間產品創新力薄弱，同質性高，導致同業競爭異常激烈；因此，如何透過網路科技通路，以有限的資源創造有效的服務品質，提升顧客使用網路銀行的滿意度，進而保持忠誠，在現今競爭白熱化的金融環境下更顯重要。因此本研究針對台灣金融業網路銀行業務進行相關滿意度探討。
以有使用網路銀行業務的企業客戶作為研究對象，經由結構方程模式驗證研究假說，得知網路銀行顧客滿意正向影響網路銀行顧客忠誠；驗證公司形象與知覺價值為網路銀行顧客滿意的重要前因變數；最後，如同學者研究報告，在虛擬的網際網路通路中，網路銀行顧客滿意更是公司形象、知覺價值與網路銀行顧客忠誠之間的重要中介變數。

The poor innovation performance of new financial products and highly homogeneous banking services make very fierce competition among banks in Taiwan. Therefore, it is more important for banks to make use of limited resources to create better service quality, promote the customers’ satisfaction of internet banking and maintain customers’ loyalty through internet technology. This research presents the business customers’ satisfaction in using the internet banking services in Taiwan.
The survey data were collected from 283 business customers in using internet banking, and the data were analyzed by the Structural Equation Modeling (SEM) to verify the hypotheses of this research. The findings reveal that customers’ satisfaction has a direct and positive effect on customers’ loyalty, corporate image and perceived value are antecedents of customers’ satisfaction and customers’ satisfaction did play a mediating role among corporate image, perceived value, and customers’ loyalty.

目  錄

目  錄	I
表目錄	III
圖目錄	V
第一章	緒論	1
第一節 研究背景	1
第二節 研究動機	2
第三節 研究目的	4
第四節 研究範圍與對象	5
第五節 研究流程	6
第二章	文獻回顧與探討	8
第一節 網路銀行	8
第二節 公司形象	10
第三節 知覺價值	15
第四節 顧客滿意	23
第五節 顧客忠誠	31
第六節 國內外相關研究	37
第三章	研究設計與方法	39
第一節 觀念架構	39
第二節 研究假說	40
第三節 研究變數之定義與衡量項目	41
第四節 研究設計	47
第五節 資料分析方法	48
第四章	資料分析與結果	51
第一節 敘述性統計分析	51
第二節 信度分析	57
第三節 結構方程模式分析	60
第五章	研究結論與發現	75
第一節 研究結論	75
第二節 研究發現	76
第三節 研究限制與未來研究建議	77
參考文獻	79
附錄  研究問卷	93
 
表目錄

表2-1公司形象理論之彙整表	11
表2-2知覺價值的定義	16
表2-3知覺價值衡量構面之彙整表	20
表2-4SERVQAL 量表	22
表2-5顧客滿意定義之彙整表	24
表2-6顧客忠誠定義之彙整表	32
表2-7顧客忠誠衡量構面之彙整表	34
表2-8顧客忠誠衡量構面指標之彙整表	36
表3-1公司形象之操作性定義與衡量項目	42
表3-2知覺價值之操作性定義與衡量項目	43
表3-3網銀滿意之操作性定義與衡量項目	45
表3-4網銀忠誠之操作性定義與衡量項目	46
表3-5問卷回收情況分析表	47
表3-6整體配適度指標與理想評估準則	49
表4-1目前最主要往來的網路銀行	52
表4-2該網路銀行往來的時間	53
表4-3主要使用網路銀行哪一項服務	54
表4-4有效問卷之目前員工人數	54
表4-5有效問卷之目前資本額	55
表4-6有效問卷之公司所在地點	55
表4-7有效問卷之公司成立年限	56
表4-8有效問卷之所屬產業性質	56
表4-9本研究各構面之Cronbach’ s α	57
表4-10結構方程模式之參數說明	62
表4-11整體配適度指標評估結果	67
表4-12基本配適度指標分析結果	69
表4-13模式之研究假說與驗證結果	71
表4-14模式之路徑效果分析	74
 
圖目錄

圖1-1研究流程	6
圖2-1瑞典顧客滿意度量表模型	27
圖2-2美國滿意度指標	29
圖2-3歐洲滿意度指標	30
圖2-4Yang and Peterson(2004)觀念架構圖	37
圖2-5Wang et al.(2004)觀念架構圖	37
圖2-6陳進成(2003)觀念架構圖	38
圖2-7Anderson and Srinivasan(2003)觀念架構圖	38
圖3-1本研究之觀念架構	39
圖4-1本研究模式之線性結構關係圖	61
圖4-2本研究模式之線性結構關係路徑分析圖	72

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