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中文論文名稱 企業形象、關係行銷、承諾對顧客忠誠度的關聯性之研究 - 以台北地區銀行財富管理顧客為例
英文論文名稱 The Study for The Relationship Among Corporate Image, Relationship marketing, Commitment and Customer Loyalty – Base on Wealth Management Department Customers in Taipei City.
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 98
學期 2
出版年 99
研究生中文姓名 俞慕程
研究生英文姓名 Mu-Chen Yu
學號 797550273
學位類別 碩士
語文別 中文
口試日期 2010-06-10
論文頁數 62頁
口試委員 指導教授-曾義明
委員-王居卿
委員-何志峰
中文關鍵字 企業形象  關係行銷  承諾  顧客忠誠度 
英文關鍵字 Corporate Image  Relationship marketing  Commitment  Customer Loyalty 
學科別分類 學科別社會科學商學
中文摘要 由於科技的進步,全球化的腳步加快,台灣在2002年正式加入WTO後,各項設限逐漸解除,產業的競爭態勢更加激烈,造成各行各業微利時代的來臨,顧客往來的交易過程短暫,顧客忠誠度的關係培養不易,如何提升顧客忠誠度並取得市場領先的地位以創造穩定及更超額的利潤,已成為各產業間成功的關鍵因素之一。
近年來由於台灣的金融產業已轉型為金融服務業,同樣面對者競爭者眾多、金融產品同質性高及法令諸多限制,隨著國際資金的潮流,又經歷了亞洲金融風暴及百年的金融海嘯,在紛紛轉型為以無風險之手續費收入的銀行財富管理業務受到很大的影響。因此要如何從拾企業形象提升及挽回客戶的需求與信任是刻不容緩的課題。銀行財富管理業務特別仰賴與顧客關係的維持,透過與顧客間關係行銷,需擬定客製化的行銷與服務以提升顧客忠誠度,增加銀行的獲利。
  本研究以銀行財富管理業務面,研究對象為台北地區各財富管理的客戶,以問卷調查方式進行抽樣,探討銀行財富管理顧客對企業形象、關係行銷、承諾對顧客忠誠度的關聯性,藉由上述分析之結果提供業界作為銀行財富管理行銷之探討。綜合實證分析之結果,本研究結果發現:(1)台北地區從事財富管理業務顧客主要往來銀行偏重於國內銀行且投資比例及金額都較為平均,顯示大多數顧客理財業務還是偏重於國內銀行,在各銀行間主要往來客戶投資比例和金額還有很大的業務空間去努力。而顧客對銀行信任度愈高,投資金額及比例會愈高。(2)顧客所知覺銀行形象愈好及銀行與顧客間關係行銷愈密切時,會增加長期往來的意願,顧客與銀行往來時的整體感受愈佳,銀行關係行銷符合個人需求,在交易過程中會減少彼此的不確定性,無形中會增加銀行與顧客的信任與承諾,進而增加長期往來的意願。(3)顧客願意與銀行長期往來,與往來銀行的承諾愈堅定,會提高顧客長期的忠誠度。
最後,本研究建議:要提升顧客的忠誠度必須先維持並提高企業良好的形象,在與顧客往來的過程中,擬定不同客群的行銷策略,並運用資訊系統建立顧客關係管理的整合銷售及服務策略,利用業務資訊的整合作為進一步拓展業務的参考,開發並維持顧客長期的往來意願,提升顧客長期的忠誠度。 
英文摘要 As technology advances, the pace of globalization accelerated in 2002, Taiwan formally joined the WTO, the restrictions have been removed, the industry becoming more and more intense competition, resulting in the era of low-profit businesses, the customer transaction process between short the relationship between customer loyalty culture is not easy, how to enhance customer loyalty and gain market leadership position to create a stable and more excess profits, the industry has become a key factor in successful.
In recent years, as Taiwan's financial industry has transformed the financial services sector, who also face many competitors, financial product homogeneity is high and decress many restrictions, with the trend of international capital, but also experienced the Asian financial crisis in a century financial tsunami, in another transformation into a risk-free fee income of the bank wealth management business be greatly affected. So how to enhance corporation image and restore the trust of customers is the urgent issue. Banking and wealth management businesses in particular rely on the maintenance of customer relations, to develop customized marketing and services to enhance customer loyalty, increase profitability of banks.
In this study, the subjects for the Taipei area of wealth management customers to sample survey conducted to explore the banks corporate image, relationship marketing, commitment to customer loyalty relevance, by the analysis results of the industry as a bank of wealth management marketing. The results of empirical analysis, this study found that:(1) wealth management business in the Taipei area between customer main emphasis on the domestic banks and investment are more average proportions, and amounts, showing most of the customers business or finance emphasis on domestic banks, in major banks and investment ratio between the amount of customers also large the space to work on. The customer’s trust the bank the higher proportion of investment and higher. (2) Customers better perceived image of banks and bank-customer relationship marketing more closely, it will increase the long-term relations will, when the customer contacts the bank the better the overall experience, the banks meet the individual needs of relationship marketing, in the transaction process will be reduced the uncertainty of each other, would effectively increase the bank's trust and commitment with customers, thus increasing long-term relations will. (3) When customers have long-term contacts and firm commitments with the bank, that will incrence the long-term customer loyalty.
Finally, this study suggests: to enhance customer loyalty must be to maintain and improve good corporate image, in the course of dealing with customers, developing marketing strategies in different segments, and use customer relationship management information system to establish the integration of sales and service strategy, the integration of business information used as reference to further expand the business to develop and maintain long-term customer relationships will enhance the long-term customer loyalty.
論文目次 目錄
頁次
目錄 Ⅰ
表目錄 Ⅱ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 企業形象 4
第二節 顧客忠誠度 7
第三節 關係行銷 10
第四節 承諾 12
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假設 14
第三節 研究變數操作性定義 16
第四節 問卷設計 20
第五節 研究對象與抽樣方法 21
第六節 資料分析方法 22
第四章 資料分析結果 24
第一節 敘述性統計分析 24
第二節 因素分析結果與信度分析 29
第三節 單因子變異數分析 34
第四節 迴歸模型分析結果 45
第五章 結論與建議 48
第一節 研究結論 48
第二節 研究建議 51
第三節 研究限制 53
第四節 未來研究之建議 54
參考文獻 55
附錄一:問卷 60
表目錄
頁次
表2-1:企業形象定義彙總表 5
表2-2:企業形象構面彙總表 5
表2-3:顧客忠誠度定義彙總表 7
表2-4:顧客忠誠度構面彙總表 8
表2-5:關係行銷定義彙總表 10
表2-6:承諾定義彙總表 12
表3-1:企業形象的操作性定義與衡量問項 17
表3-2:顧客忠誠度的操作行定義與衡量問項 18
表3-3:關係行銷的操作性定義與衡量問項 19
表3-4:承諾的操作性定義與衡量問項 19
表3-5:Cronbach’s α係數之參考指標表 23
表4-1:性別分佈表 24
表4-2:年齡分佈表 25
表4-3:職業分佈表 25
表4-4:教育程度分佈表 25
表4-5:平均月收入分佈表 26
表4-6:投資金額分佈表 26
表4-7:投資比重分佈表 27
表4-8:投資屬性分佈表 27
表4-9:主要往來銀行分佈表 28
表4-10:KMO之判斷標準表 30
表4-11:企業形象 KMO與Bartlett檢定 30
表4-12:企業形象因素分析之轉軸後因素矩陣表 31
表4-13:顧客忠誠度、關係行銷、承諾 KMO與Bartlett檢定 32
表4-14:顧客忠誠度、關係行銷、承諾因素分析之轉軸後因素矩陣表 33
表4-15:機構形象對人口統計變數之變異數分析 34
表4-16:企業信用對人口統計變數之變異數分析 35
表4-17:各人口統計變數對企業信用Scheffe事後檢定 37
表4-18:顧客忠誠度對人口統計變數之變異數分析 38
表4-19:各人口統計變數對顧客忠誠度Scheffe事後檢定 39
表4-20:關係行銷對人口統計變數之變異數分析 40
表4-21:各人口統計變數對關係行銷Scheffe事後檢定 41
表4-22:承諾對人口統計變數之變異數分析 42
表4-23:各人口統計變數對承諾Scheffe事後檢定 44
表4-24:企業形象與關係行銷對承諾迴歸模式之變異數分析 45
表4-25:企業形象與關係行銷對承諾迴歸模式之係數表 46
表4-26:承諾對顧客忠誠度迴歸模式之變異數分析 46
表4-27:承諾對顧客忠誠度迴歸模式之係數表 47
表4-28:迴歸模型分析結果 47
表4-29:假設分析結果彙整表 47

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