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。

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.

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

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