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系統識別號 U0002-0702200922023100
中文論文名稱 服務品質與關係行銷對客戶滿意度影響之探討 -以T銀行財富管理銀行為例
英文論文名稱 The Impact of Service Quality and Relationship Marketing on Customer Satisfaction- the Case of T Bank in Wealth Management
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士在職專班
系所名稱(英) Department of International Trade
學年度 97
學期 1
出版年 98
研究生中文姓名 白砡菁
研究生英文姓名 Yu-Ching Pai
學號 795550309
學位類別 碩士
語文別 中文
口試日期 2009-01-08
論文頁數 84頁
口試委員 指導教授-林江峰
委員-歐興祥
委員-林光賢
中文關鍵字 服務品質  關係行銷  顧客滿意度 
英文關鍵字 Service Quality  Relationship Marketing  Customer Satisfaction 
學科別分類 學科別社會科學商學
中文摘要 身處於商業環境競爭的今日,金融業的競爭更為激烈,如何經由深耕顧客,提供客制化的服務來創造獲利,因此有財富管理銀行的成立。
然財富管理銀行的顧客群的顧客滿意度如何?本研究即採用問卷設計,經由問卷調查,並運用敘述統計、因素分析及SEM 模式等科學統計方法,自台新國際商業銀行財富管理銀行的顧客端來了解並探討(1)T銀行財富管理銀行服務品質與關係行銷兩者構面間之影響;(2)T銀行財富管理銀行關係行銷對顧客滿意度構面之影響;(3)T銀行財富管理銀行服務品質對顧客滿意度構面之影響;(4)T銀行財富管理銀行關係行銷及服務品質對顧客滿意度構面之影響。

本研究之結論如下:
T銀行財富管理銀行服務品質對關係行銷構面、T銀行財富管理銀行關係行銷對服務品質構面、T銀行財富管理銀行關係行銷對顧客滿意度構面、T銀行財富管理銀行服務品質對顧客滿意度構面以及T銀行財富管理銀行關係行銷及服務品質對顧客滿意度構面五項研究假設皆呈現顯著影響差異。
英文摘要 Today financial market is full of more and more violent competition. The exist of wealth management banking is just because to maintaining customer, providing customize service to help bank to create profit.

But how can we know that the customer is satisfied or not? The study use questionnaire design, and questionnaire survey. Through descriptive statistics, factor analysis and SEM Model, to survey and research the customer from T Bank in Wealth Management. We want to discuss:(1)the interaction between service quality and relationship marketing. (2)the influence between relationship marketing and customer satisfaction. (3)the influence between service quality and customer satisfaction.(4)the interaction between relationship marketing, service quality, and customer satisfaction.

The empirical results show that the interaction between relationship marketing, service quality, and customer satisfaction all have a positive direct effect to each other. And the research hypothesis are valid.
論文目次 目錄...................................................IV
圖目錄...................................................VI
表目錄..................................................VII
第一章 緒論.............................................1
第一節 研究背景...........................................1
第二節 研究動機...........................................3
第三節 研究目的...........................................4
第四節 研究對象與範圍.....................................5
第五節 研究流程...........................................6
第二章 文獻探討.........................................7
第一節 財富管理業務介紹..................................7
第二節 T銀行財富管理銀行之發展與組織架構................10
第三節 服務品質.........................................12
第四節 關係行銷.........................................21
第五節 顧客滿意度.......................................29
第六節 服務品質、關係行銷與顧客滿意度之相關探討.........35
第三章 研究設計與方法...................................36
第一節 研究架構.........................................36
第二節 研究假設.........................................37
第三節 研究變數之操作性定義與問卷設計...................38
第四節 研究對象.........................................42
第五節 抽樣設計與統計方法...............................43
第四章 資料分析.......................................45
第一節 信度分析.........................................45
第二節 敘述統計.........................................48
第三節 因素分析.........................................55
第四節 研究假設之驗證...................................61
第五章 結論與建議.....................................67
第一節 研究結論........................................67
第二節 研究限制與建議..............................71
參考文獻................................................73
附錄 研究問卷........................................81

圖目錄

圖1–1 研究流程圖..........................................6
圖2–1 T銀行財富管理銀行組織架構圖........................11
圖2–2 服務品質缺口模式(P.Z.B.模式).....................15
圖3–1 研究架構圖.........................................36
圖4–1 整體模式之AMOS分析之關係路徑圖.....................64
圖4–2 模式之關係路徑圖...................................64
圖5–1 模式之關係路徑圖...................................69

表目錄

表2–1 財富管理業務之服務範圍..............................8
表2–2服務品質之特性......................................13
表2–3 Auelch & Takeuchi所提之衡量服務品質的因素.........18
表2–4 1988年修正後PZB服務品質之衡量構面..................19
表2–5 交易行銷與關係行銷之異同...........................23
表2–6 Dawn Iacobucci&Teresa A. Swartz關係行銷的五項構面.24
表2–7 關係行銷的三個層次.................................25
表3–1 服務品質問卷.......................................39
表3–2 關係行銷問卷.......................................40
表3–3 顧客滿意度問卷.....................................41
表4–1 Cronbach’s .......................................45
表4–2 信度分析...........................................46
表4–3 樣本基本資料次數分配表.............................48
表4–4 服務品質構面之敘述統計量...........................51
表4–5 關係行銷構面之敘述統計.............................52
表4–6 顧客滿意度構面之敘述統計量.........................53
表4–7 KMO 值評定標準.....................................55
表4–8 KMO 值及Bartlett球形檢定表.........................56
表4–9 服務品質題組因素及信度檢定表.......................57
表4–10 關係行銷題組因素及信度檢定表.....................59
表4–11 SEM 模型之配適度指標評量標準......................61
表4–12 整體模式配適度....................................62
表4–13 整體模式之路徑係數與相關係數.....................63

參考文獻 一. 中文文獻
書籍
1. 石村貞夫著,陳耀茂編審(2005),「多變量分析的SPSS使用手冊」, 初版,鼎 茂圖書出版股份有限公司。
2. 吳明隆(2008),「SPSS操作與應用–多變量分析實務」,初版,五南 圖書出版股份有限公司。
3.吳統雄(1990),「電話調查:理論與方法」,第二版,聯經出版社。
4.林燈燦(2003),「服務品質管理」,初版,品度股份有限公司出版。
5.洪慶順(2001),「行銷管理」,二版,新陸書局。
6.崔立新著、方世榮審訂(2004),「服務業品質評量」,初版,五南圖書出版股份有限公司。
7.Dawn Iacobucci & Teresa A. Swartz原著,李茂興、戴靖惠、吳偉慈譯(2002),「服務業的行銷與管理」,初版,弘智文化事業有限公司。
8. John Egan原著,方世榮譯(2002),「關係行銷」,初版, 五南圖書出版股份有限公司。

其他
1.王志明(2005),「服務品質對顧客忠誠度之探討–以金融理財人員為 例」,銘傳大學國際企業學系碩士在職專班碩士論文,台北。
2.金管會94.2.5發佈之「銀行辦理財富管理業務應注意事項」。
3.莊維立(2006),「銀行品牌認知對顧客關係行為的影響–以台新銀行消金及財富管理業務為例」,逢甲大學經營管理碩士在職專班碩士論文,台中。
4.黃萬益(2002),「企業形象、服務價值、服務品質、顧客滿意度與顧客行為意圖關係之研究–以雲嘉南地區汽車代檢業為例」,國立雲林科技大學企業管理系碩士班碩士論文,雲林。
5.楊昌隆(2003),「理財規劃服務模式之研究」,國立東華大學國際經濟研究所碩士論文,花蓮。
6.鄭傑舜(2006),「關係行銷及服務品質對顧客滿意度影響之研究–以銀行業之法人金融部門為例」,國立成功大學高階管理碩士在職專班(EMBA)碩士論文,台南。

二. 英文文獻
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3.Berry, Leonard and A. Parasuraman(1991),“Marketing Services:Competing Through Quality”, New York:Free Press.
4.Berry L.L.(1983),“Relationship Marketing”, in Berry, L.L., Shostack, G.L. and Upsay, G.D.(eds)Emerging Perspectives on Service Marketing. Chicago, IL:American Marketing Association, pp.25-8
5.Berry L.L.(1995),“Relationship Marketing of Services-Growing Interest, Emerging Perspectives”, Journal of the Academy of Marketing Science, 23(4), pp.236-245
6.Bitner M.J.(1990),“Evaluating Service Ecounters:The effect of physical surroundings and employee responses”, Journal of Marketing, 54, pp.69-82
7.Cardozo R.N.(1965), “An Experimental Study of Consumer Effort, Expectation and Satisfaction”, Journal of Marketing Research, Vol.21, pp.244-249
8.Christopher M., Payne A. and Ballantyne D. (1991), “Relationship Marketing“, London: Butterworth Heinemann.
9.Christy Richard , Oliver G. and Penn J.(1996),“Relationship marketing in consumer markets”, Journal of Marketing Management, Dec., pp.175-187
10.Churchill G.A. and C. Surprenant(1982),“An Investigation into the Determinants of Customer Satisfaction”,Journal of Marketing Research, 19(Nov), pp.56-60 and pp.491-504
11.Cornell Leonard(1984),“Quality Circles in the Service Industry.”, Quality Progress, (July), pp.35
12.Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles(1990),“Relationship Quality in Services Selling:An Interpersonal Influence Perspective”, Journal of Marketing, 54(July), pp.68-81
13.Crosby P.B.(1979),“Quality Is Free:The Art of Making Quality Certain”, NY:McGraw-Hill Book Company.
14.Engel, James F., R.D. Blackwell and Paul W. Miniard(1984),“Consumer Behavior”, 6th ed, pp.62-80
15.Fornell(1992),“A National Customer Satisfaction Barometer:the Swedish Experience”, Journal of Marketing, Vol.56, No., pp.6-21
16.Garman, E. Thomas and Raymond E. Forgue(1994),“Personal Finance(4th ed.)”, Houghton Mifflin Company.
17.Gordon I.H.(1998),“ Relationship Marketing.”, Etobicoke, Ontario:John Wiley & Sons
18.Gronroos C.(1984),“A Service Quality Model and Its Marketing Implications.”, European Journal of Marketing. No.4
19.Gronroos C.(1994b),“From marketing mix to relationship marketing:towards a paradigm shift in marketing”, Management Decisions, 32(2), pp.4-20
20.Gronroos Christian(1990),“Relationship Approach to Marketing in Service Contexts:The Marketing and Organizational Interface”, Journal of Business Research, 20(January), pp.3-11
21.Gwinner, Kevin, Dwayne Gremler, and Mary Jo Bitner(1998),“Relational Benefits in Service Industries:The Customer’s Perspective”, Journal of the Academy of Marketing Science, 26(2), pp.101-114
22.Hirotaka Takeuchi, John A, Quelch(1983), “Quality is More than Marketing:A Good Product.”, Harvard Business Review, (July~Aug), pp.142
23.Howard J.A. and Sheth J.N.(1969),“The Theory of Buyer Behavior”, New York:John Willey and Sons, p.54
24.Hurley R.F. and Estelami, H.(1998),“Alternative Indexes for Monitoring Customer Perceptions of Service Quality:A Comparative Evaluation in a Retail Context”, Journal of the Academy of Marketing Science, Vol.26, No.3, pp.209-221
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28.Levitt(1983),“The Marketing Imagination”, NY:The Free Press, pp.65
29.Mattila, anna S.(2001),“The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures”, Journal of Service Research, Vol.4, No.2, pp.91-101
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31.Oliver R.L. (19980),“A Cognitive Model of the Antecedents and Conseqences of Satisfaction Decisions”, Journal of Marketing Research, Vol.17, No.11, pp.460-469
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44.Shani Jagdish N. and Atul Parvatiyar(1995),“Relationship marketing in consumer markets:Antecedents and Consequences”, Journal of the Academy of Marketing Science, Vol.23 issue 4, Fall, pp.255-271
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三. 網路資料
1.T銀行,www.taishinbank.com.tw
2.行政院金融監督管理委員會,www.banking.gov.tw
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