淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-0801200917561100
中文論文名稱 消費者對網路銀行使用滿意度之研究
英文論文名稱 A Study of Customer Satisfaction in Using the Internet Bank
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 莊朝凱
研究生英文姓名 Chao-Kai Chuang
學號 795550242
學位類別 碩士
語文別 中文
口試日期 2009-01-08
論文頁數 87頁
口試委員 指導教授-張俊惠
委員-吳錦松
委員-蔡政言
中文關鍵字 公司形象  知覺價值  顧客滿意  顧客忠誠  結構方程模式 
英文關鍵字 Company image  Perceived value  Customer satisfaction  Customer loyalty  Structural Equation Modeling 
學科別分類 學科別社會科學商學
中文摘要 銀行業在政府開放新銀行設立以來,因競爭之激烈,各銀行在服務品質及服務方式上力求改進,以提升客戶之滿意並增加新客戶,新銀行在設置成本的考量之下,往往會採取成本較低廉的網際網路服務進入市場與舊銀行競爭,在這競爭白熱化及科技發達的時代裡,銀行業者如何提升顧客對網路銀行之服務品質及吸引更多的使用者,成為銀行業者不可忽視之重要課題。因此,本研究將針對台灣的網路銀行進行相關探討。
本研究目的有三,將探討在台灣網路銀行中:
一、探討消費者對台灣網路銀行的使用,顧客滿意對於顧客忠誠行為之影響。
二、探討消費者對台灣網路銀行的使用,公司形象與知覺價值是否為顧客滿意的重要關鍵前因。
三、探討消費者對台灣網路銀行的使用,顧客滿意是否為公司形象與知覺價值影響顧客忠誠之間的中介變數。
本研究將針對曾經有網路銀行經驗的消費者做為研究對象,對於研究對象進行人員問卷的施測。並且使用SPSS10.0版以及LISREL8.7版作為資料分析的工具。
經由結構方程模式驗證研究假說,得知顧客滿意會直接影響顧客忠誠,公司形象與知覺價值無法直接影響顧客忠誠;再次驗證顧客滿意確實為顧客忠誠的前因變數;並且顧客滿意也是公司形象、知覺價值與忠誠之間重要的中介變數。
英文摘要 Since the government put financial liberalization and de-regulation into practice, banks compete fiercely in Taiwan. All of the banks make every effort to improve service qualities and try to find new ways to serve the customers in order to improve the customer satisfaction. Then, adopting the internet network service with cheaper cost to reach the market has become a very important task that all of the banks must deal with. Therefore, this research examined the relevant issues about customers’ satisfaction in using the internet banking services in Taiwan.
The survey data were collected from 221 customers in using internet banking, and the data were analyzed by the Structural Equation Modeling (SEM) to verify the hypotheses of this research. The major findings of this research as follows:
1.Customer satisfaction directly influences customer loyalty.
2.Company image and perceived value can not influence customer loyalty directly.
3.Customer satisfaction is also a key mediating variable among the company image, perceived value and customer loyalty.
論文目次 目錄

目 錄..................................I
表目錄................................III
圖目錄.................................IV
第一章 緒論.............................1
第一節 研究背景.........................1
第二節 研究動機.........................4
第三節 研究目的.........................5
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...................6
第一節 網路銀行.........................6
第二節 公司形象........................10
第三節 知覺價值........................12
第四節 顧客滿意........................19
第五節 顧客忠誠........................26
第三章 研究方法........................28
第一節 觀念架構........................28
第二節 研究假說........................29
第三節 研究變數之操作性定義與衡量項目..31
第四節 研究設計........................36
第五節 資料分析方法....................37
第四章 資料分析與結果..................40
第一節 敘述性統計分析..................40
第二節 信度分析........................52
第三節 結構方程模式分析................57
第五章 研究結論與發現..................71
第一節 研究結論........................71
第二節 研究發現........................72
第三節 研究限制與未來研究建議..........73
參考文獻...............................74
附錄 研究問卷..........................83

表目錄

表 2-1 公司形象定義..................................11
表 2-2 E-QUAL量表與SERVQUAL量表的構面與意義..........15
表 2-3 顧客滿意衡量構面..............................21
表 2-4 顧客忠誠衡量構面..............................27
表 3-1 公司形象之操作性定義與衡量項目................31
表 3-2 知覺價值之操作性定義與衡量項目................32
表 3-3 顧客滿意之操作性定義與衡量項目................34
表 3-4 顧客忠誠之操作性定義與衡量項目................35
表 3-5 問卷回收情況分析表............................36
表 3-6 整體配適度指標與理想評估準則..................39
表 4-1 較常在網路銀行使用的服務項目 (單選)...........41
表 4-2 最常使用的網路銀行............................42
表 4-3 樣本之性別分佈情形............................44
表 4-4 樣本之年齡分佈情形............................45
表 4-5 樣本之教育程度分佈情形........................46
表 4-6 樣本之居住地區分佈情形........................47
表 4-7 樣本之婚姻狀況分佈情形........................48
表 4-8 樣本之職業分佈情形............................49
表 4-9 樣本之使用網路銀行者之平均年收入分佈情形......50
表 4-10 樣本之使用網路銀行每星期使用次數.............51
表 4-11 本研究各構面之相關係數與Cronbach’ s α 信度.53
表 4-12 結構方程模式之參數說明.......................58
表 4-13 整體配適度指標評估結果.......................63
表 4-14 基本配適度指標分析結果.......................65
表 4-15 模式之研究假說與驗證結果.....................67
表 4-16 模式之路徑效果分析...........................70

圖目錄

圖 1-1 歷次個人使用網路寬頻付費服務意願情形...........2
圖 1-2 跟銀行往來的方式...............................3
圖 1-3 使用銀行投資的管道.............................3
圖 1-4 研究流程圖.....................................6
圖 2-1 國內網路銀行發展歷程...........................9
圖 2-2 Monroe & Krihnan (1985)知覺價值模型..........16
圖 2-3 Thaler (1985)交易效用理論....................17
圖 2-4 Zeithaml (1988)知覺價值模型..................18
圖 2-5 瑞典顧客滿意SCSB模式圖........................22
圖 2-6 美國顧客滿意ACSI模式圖........................23
圖 2-7 歐洲顧客滿意ECSI模式圖........................23
圖 2-8 中國顧客滿意CCSI模式圖........................24
圖 2-9 台灣顧客滿意TCSI模式圖........................24
圖 3-1 本研究之觀念架構..............................28
圖 4-1 本研究模式之線性結構關係圖....................62
圖 4-2 本研究模式之線性結構關係路徑分析圖............68
參考文獻 一、 中文部分
李佩娗 (2005),「網路銀行服務品質與顧客滿意度之研究」,成功大學統計學研究所碩士論文。

周文賢 (2002),多變量統計分析:SAS/STAT 使用方法,台北:智勝文化。

徐玉燕 (2002),「消費者特徵、企業形象與服務品質對購買決策影響之研究- 以台灣地區不同零售業態加以實證」,中國文化大學國際企業管理研究所碩士論文。

黃俊英 (2004),行銷管理-策略性的觀點,臺北市:華泰文化事業股份有限公司。

黃俊英 (1993),行銷研究—管理與技術,第三版,華泰文化事業股份有限公司。

陳慶雄、呂淑儀、卓君萍 (2005),「服務品質、品牌忠誠度、顧客關係管理策略間關聯性之研究-以網路書店為例」,科際整合管理研討會報,第九屆,頁451-470。

楊聰林 (2005),「顧客滿意與顧客忠誠之實證研究-以台灣某一物流公司為例」,朝陽科技大學工業工程與管理研究所碩士論文。

二、 英文部分
Anderson, E. W., C. Fornell, and D. R. Lehmann (1994), ”Customer Satisfaction, Market share and Profitability: Findings from Sweden,” Journal of Marketing, Vol.58(3) PP.53-56.

Anderson, E. W., and C. Fornell (2000), “Foundations of the American Customer Satisfaction Index,” Total Quality Management, Vol.11(7), S869-S882.

Anderson, E. W., and S. Srinivasan (2003), “E-Satisfaction and E-Loyalty: A Contingency Framework,” Psychology and Marketing, Vol.20 (2), PP.122-38.

Bayton, J. A. (1959), “Researching The Corporate Image,” Public Relation, Vol.1(4), PP.3-8.

Bagozzi, Richard P., and Youjae Yi (1988), “On The Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, Vol.16 (Spring), PP.74-94.

Brown, G . H . (1952), “Brand Loyalty-Fact or Fiction,” Advertising Age, Vol.23, PP. 53-55

Cardozo, R. N. (1965), “An Experimental Study of Customer, Effort, Expectation and Satisfaction,” Journal of Marketing Research, Vol.2, PP.244-249.

Carman, J. M. (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions,” Journal of Retailing, Vol.66(1), PP.33-55.

Chen, Z. and A. J. Dubinsky (2003), “A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation,” Psychology and Marketing, Vol.20(4), PP.323-347.

Churchill, G. A., and C. Surprenant (1982), “An Investigation into The Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol.19(4), PP.491-504.

Cronin, J. J. and S. A.Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Vol.56(3), PP.55-68.

Czepiel, John A. (1974), “Perspective on Consumer Satisfaction,” AMA Conference Proceedings, PP.119-123.

Day, Ralph L. (1997), “Extending The Concept of Consumer Satisfaction,” Atlanta: Association for Consumer Research, Vol.4, PP.149-154.

DeVellis, R. F. (1998), Scale Development: Theory and Applications, Newbury Park, CA: Stage.

Dodds, W. B, K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28(3), PP307-319.

Dowling, G. R. (1988), “Measuring Corporate Images: A Review of Alternative Approaches.” Journal of Business Research, Vol.17(1), PP.27-34.

Eklof, J. A., and A. Westlund (1998), “Customer Satisfaction Index and Its Role in Quality Management,” Total Quality Management, Vol.9(4), PP.S80-S85.

Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish experience,” Journal of Marking, Vol.56(1), PP.6-21.

Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha, and B. E. Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, Vol.60(4), PP.7-18.

Fonvielle, W. (1997), “How to Know What Customers Really Want, ”Training and Development, Vol.51(9), PP.40-44.

Glenn, W. C. (1974), “Theory and Practice, Consumer Behavior,” Richard D. Irwin Inc.

Gronroos, C. (1984), “A Service Quality Model and Its Marketing Implications. European,” Journal of Marketing, Vol.18(4), PP.36-44.

Gronholdt, L., A. Martensen, and K. Kristensen (2000), “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, Vol.11(4-6), PP.509-514.

Grigoroudis ,E. and Y. Siskos (2002), “Preference Disaggregation for Measuring and Analysing Customer Satisfaction: The MUSA method,” European Journal of Operational Research, Vol.143, PP.148-170.

Gunther, E. E. (1959), “Evaluating Corporate Image Measurements : A Review of Techniques,” New York: Proceedings of The Advertising Research Foundation, PP.61-66.

Hammer, M. (2002), The Agenda: What Every Business Must Do to Dominate The Decade, New York, NY: Common Wealth Magazine Co.

Hoffman, T. (1995), “IBM Rides On-Line Banking Wave,” Computerworld, Vol.29(14), PP.20.

Hsu S-H, Chen W-H, and Hsueh J-T. (2005), “Application of Customer Satisfaction Study to Derive Customer knowledge,” TQM and Business Excellence Vol.17(4), PP.439-454.

Johnson, Michael D., Anders Gustafsson, Tor W. Andreassen, Line Lervik, and Jaesung Cha (2001), “The Evaluation and Future of National Customer Satisfaction Index Models, ” Journal of Economic Psychology, Vol.22, PP.217-245.

Jones, T. O., and W. E. Sasser, (1995), “Why Satisfied Customers Defect,” Harvard Business Review, Vol.73(6), PP.88-99.

Kandampully, J. (1998), “Service Quality to Service Loyalty: A Relationship Which Goes Beyond Customer Services, ” Total Quality Management, Vol.9, PP.431-443.

Keating, P. (1995), “Good News: Cheap Electronic Banking Is Coming Soon. Money,” Vol.24(9), PP.27.

Keller, K. L. (2000), “Building and Managing of Corporate Brand Equity,” London:Oxford University Press.

Kolter, P. (1996), “Marketing Management: Analysis, Planning, Implementation, and Control,” 9th ed., New Jersey: David Borkow Sky.

Kolter, P. (1997), “Marketing Management Analysis Implementation and Using the Servoual model,” The Service Industries Journal, Vol.11(3), PP.324-343.

Lee, C. K., Y. S. Yoon, and S. K. Lee (2007), “Investigating The Relationships Among Perceived Value, Satisfaction, and Recommendations: The case of The Korean DMZ.” Tourism Management, Vol.28, PP.204-214

Loudon, D. L., and A. J. Bitta (1998), Consumer Behavior: Concepts and Applications, 4th Ed., New York, NY: McGraw-Hill.

McDougall, G. H. G., and T. Levesque (2000), “Customer Satisfaction with Services: Putting Perceived Value into The Equation,” Journal of Service Marketing, Vol.14(5), PP.392-410.

Monroe, K. B., and R. Krishnan (1985), “The Effect of Price on Subjective Product Evaluations,” PP. 209-232 in Jacoby, J. and J. C. Olson eds, Lexington: Lexington Lexington Books.

Nguyen, N., and G. LeBlanc (1998), “The Mediating Role of Corporateimage on Customers’ Retention Decisions: An Investigation in Financial Services,” International Journal of Bank Marketing, Vol.16(2), PP.52-65.

Oliva, Terence A., L Oliver Richard and C. MacMillan (1992), “A Catastrophe Model for Developing Service Satisfaction Strategies,” Journal of Marketing Research, Vol.56, PP.18-95.

Oliver, R . L. (1997), “Satisfaction: A Behavior Perspective on The Consumer,” New York: McGraw -Hill.

Oliver, R. L., and W. S. Desarbo (1988), “Response Determinants in Satisfaction Judgments.,” Journal of Consumer Research, Vol.14, PP.495-508.

Oliver, R. L. (1999), “Whence Customer Loyalty?” Journal of Marketing, Vol.63(4), PP.33-44.

Ostrom, A., and D. Iacobucci (1995), “Customer Tradeoffs and The Evaluation of Services,” Sloan Management Review, Vol.59(1), PP.17-28.

Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985), “A Conceptual Model of Service Quality and its Implications for Future Research,” Journal of Marketing, Vol.49(4), PP.41-50.

Parasuraman, A., A. Zeithaml, and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol.64(1), PP.12-40.

Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1991), “Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, Vol.67(4), PP. 420-450.

Perkins, W. Steven (1993), “Measuring Customer Satisfaction,” Industry Marketing Management, Vol. 22, PP.247-254.

Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1994), “Alternatives Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria,” Journal of Retailing, Vol.70(3), PP.201-230.

Robertson, T. S., and H. Gatignon (1986), “Competitive Effects on Technology Diffusion,” Journal of Marketing, Vol.50 (3), PP.1-12.

Reichheld, F. F. (1996), “The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value,” Harvard Business School Press, Boston, Massachusetts.

Reichheld, F. Frederick, and Phil Schaefer (2000), “E-Loyalty: Your Secret Weapon on The Web,” Harvard Business Review, Jul.-Aug., PP.105-113.

Reynolds, K. E., and M. J. Arnold (2000), “Customer Loyalty to The Salesperson and The Store: Examining Relationship Customers in An Upscale Retail Context,” Journal of Personal Selling and Sales Management, Vol.20, PP.89-98.

Ribbink, D., A. C. R. Van Riel, V. Liljander, and S. Streukens (2004), “Comfort Your Online Customer: Quality, Trust, and Loyalty on The Internet,” Managing Service Quality, Vol.14(6), PP.446-456.

Smith, William Curtis (1986), “A Comparison of Attribute Importance Affecting Consumer Satisfaction of Organizational Buyers,” Louisiana Tech Unversity

Singh, Jagdip (1991), “Understanding The Structure of Consumers Satisfaction Evaluation of Service Delivery,” Journal of The Academy of Marketing Sciences, Vol.19, PP.223-234.

Shohreh, A. Kaynanna, and I. Black Christine (2000), “A Proposal to Assess The Service Quality of Online Travel Agencies: An Exploratory Study,” Journal of Professional Service Marketing, Vol.21(1), PP.63-88.

Thaler, R. (1985), “Mental Accounting and Consumer Choice,” Marketing Science, Vol.4(3), PP.199-214.

Walters, C. G. (1978), “Consumer Behavior: A Integrated Framework,” New York, NY: Richard D.

Woodside, A. G., L. L. Frey, and R. T. Daly (1989), “Linking Service Quality, Customer Satisfaction, and Behavioral Intention,” Journal of Health Care Marketing, Vol.9(4), PP.5-17.

Woodruff, R . B . (1997), “Customer Value: The Next Source for Competitive Advantage,” Journal of The Academy of Marketing Science, Vol.25(2), PP.139-153.

Yuille. J.C., and M.J Catchpole (1977), “The Role of Imagery in Models of Cognition.” Journal of Mental Imagery, Vol.1, PP.171-180.

Yang, Z. and R. T. Peterson (2004), “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs,” Psychology and Marketing, Vol.21(10), PP.799-822.

Zeithaml, V. A. (1988), “Consumer Perceptions of Price Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52(3), PP.2-22.

Zuckweiler, K.M. (2005), “Matching Service Delivery to Market Requirements: Process Selection for Online Banking,” Ph.D. Dissertation, University of Nebraska, Lincoln, NE.

論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2012-02-11公開。
  • 同意授權瀏覽/列印電子全文服務,於2016-02-06起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信