English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 111300/142217 (78%)
Visitors : 48217582      Online Users : 662
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56851


    Title: 銀行關係行銷、服務品質與信用卡顧客行為意向關聯性之研究--以台灣北區發卡銀行為例
    Banking relationship marketing, service quality and credit card customer behavior intention correlation study - the issuing bank Northern Taiwan
    Authors: 范姜映如
    Fan Chiang, Ying Ru
    Contributors: 鄭宇庭
    范姜映如
    Fan Chiang, Ying Ru
    Keywords: 關係行銷
    服務品質
    行為意向
    Date: 2012
    Issue Date: 2013-02-01 16:51:02 (UTC+8)
    Abstract: 近年來,台灣信用卡市場蓬勃發展,使用信用卡已逐漸成為國人的消費習慣,舉凡食、衣、住、行、育、樂都可以使用信用卡付帳。發卡銀行業者為了維持市場佔有率,不斷地推出各種促銷方案搶攻市場,然而這種全面性的大眾行銷方式,不僅成本高昂且效果有限,使得能為業者帶來的利潤亦是有限,也就是高佔有率並不一定能帶來高經濟效益。如今,舊有信用卡行銷方式已宣告失敗,對於固有顧客的維持管理才是當前的重點所在,因此銀行應思考如何提供良好的服務來滿足固有的顧客,讓顧客願意與銀行維持長期的關係,這正是「行為意向」的目的。
    本研究目的乃透過信用卡顧客之立場,探討發卡銀行的「關係行銷」與「服務品質」等兩項行銷策略構面之間的關聯性,以及對顧客「行為意向」之效果影響,期望能對發卡銀行提供一些客觀的意見,本研究採用問卷調查法,將回收之問卷資料進行統計分析,其主要的研究結果如下:
    1.信用卡顧客認同最常使用信用卡發卡銀行的關係行銷、服務品質,也具有正面的行為意向。
    2.在關係行銷部份,評價最高的是發卡銀行會提供機場免費停車服務。
    3.在服務品質部份,評價最高的是當顧客對信用卡有抱怨時,可以很容易地和該發卡銀行接觸並得到處理。
    4.在行為意向部份,大多的顧客願意在更多的場合與商店中使用該發卡銀行信用卡來消費,表示顧客對於該發卡銀行具有高度的使用意願並樂於分享使用經驗給其他人。
    5.關係行銷對服務品質呈現正向的影響關係。
    6.關係行銷對行為意向呈現正向的影響關係。
    7.服務品質對行為意向呈現正向的影響關係。
    "目 錄 I
    表目錄 II
    圖目錄 III
    第壹章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 2
    第三節 研究流程 2
    第貳章 文獻探討 5
    第一節 關係行銷相關文獻 5
    第二節 服務品質的概述 10
    第三節 行為意向的概述 13
    第參章 研究方法 18
    第一節 研究架構 18
    第二節 研究假設 19
    第三節 研究變數 19
    第四節 研究對象及抽樣方法 21
    第五節 資料蒐集與分析 21
    第肆章 研究分析 23
    第一節 信度分析 23
    第二節 樣本結構分析 25
    第三節 顧客持有信用卡行為與顧客行為意向特徵分析 29
    第四節 信用卡顧客在關係行銷、服務品質與顧客行為意向的關聯性 33
    第五節 關係行銷、服務品質對顧客行為意向的影響性 36
    第伍章 結論與建議 39
    第一節 研究結論 39
    第二節 管理意涵 40
    第三節 研究建議 41
    參考文獻 43
    附錄 49
    Reference: 一、中文文獻
    1.王耀進(2006),「高鐵乘客知覺之服務品質、滿意度與移轉障礙對其行為意向之影響」,中華大學經營管理研究所碩士論文。
    2.古秋雲(2007),「服務品質、服務價值、顧客滿意度與顧客忠誠度關係之研究--以台灣南部某醫學中心健康檢查中心為例」,國立成功大學高階管理碩士在職專班碩士論文。
    3.李美玉(2004),「專案經理人的特質對顧客行銷、服務品質認知之影響研究--以中華電信為例」,國立台灣海洋大學航運管理學系碩士論文。
    4.林延昇(2004),「遊客對推行休閒林業地區民宿服務品質意見之研究--以奮起湖地區民宿為例」。國立嘉義大學農學院林業暨自然資源研究所碩士論文。
    5.洪順慶(2006),台灣品牌競爭力(第一版)。台北:天下雜誌。
    6.許弘裕(2004),「服務品質、顧客價值對消費者行為意向影響之研究--以國內一家壽險業為例」。朝陽科技大學保險金融管理系碩士論文。
    7.陳覺(2004),服務產品設計。台北:揚智。
    8.陳建文、洪嘉蓉(2005),服務品質、顧客滿意度與忠誠度關係之研究--以ISP為例。電子商務研究,3(2),153-172。
    9.崔立新(2004),服務品質衡量。台北:五南。
    10.黃逸甫(2001),「服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響--以銀行業為例」,政治大學碩士論文。
    11.楊智緯(2005),「國際觀光旅館之品牌形象、服務品質與顧客滿意度及忠誠度之研究」,南台科技大學休閒事業管理系碩士論文。
    12.鄭華清(2003),「行銷管理」。台北:全華科技。
    13.簡永在(2002),「顧客關係策略與顧客價值、滿意度及行為意向關聯性之研究」,國立台北科技大學商業自動化與管理研究所碩士論文。

    二、英文文獻
    1.Alexandris, K., Dimitriadis, N. and Markata, D. (2002). Can Perceptions of Service Quality Predict Behavioral Intentions? An Exploratory Study in the Hotel Sector in Greece, Managing Service Quality, 12(4), 224-231.
    2.Anderson, J. C. and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach, Psychological Bulletin,103, 411-423.
    3.Armstrong, G. and Kotler P. (2000). Marketing: An Introduction, 5th ed.,New Jersey:Prentice Hall.
    4.Arthur (2000).The Masterplan for Starting and Managing a Profitable,Customer-Based Marketing Program, McGraw-Hill Companies.
    5.Aulakh, P. S., Masaaki, K. and Arvind, S. (1996). rust and performance in cross-border marketing partnerships: A behavioral approach, Journal of International Business Studies, 27(5), 1005-1053.
    6.Barlons, Richard G, (1992). Relationship Marketing--The Ultimate in Customer Service, Retail Control, 29-37.
    7.Berry, L. L. (1983). Relationship Marketing, in Berry, L. L., G. L. Shostack & G. D. Upah (Eds.), Emerging Perspectives of Services Marketing, Chicago, I. L.:
    American Marketing Association, 25-28.
    8.Berry, L. L. and Parasuraman, A., (1991). Marketing Service: Competing Through Quality, The Free Press, New York, NY.
    9.Bitner, M. J. (1990). Evaluating Service Encounters:The effect of hysical surroundings and employee responses, Journal of marketing, 54, 69-82.
    10.Bleeke and Ernst, (1991). The Way to Win in Cross-border Alliances, Harvard Business Review, 127-35.
    11.Bolton, Ruth N. and James H. Drew (1991). A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes, Journal ofMarketing, 55, 1-9.
    12.Brady, M. k. and Cronin, J. J. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchic Approach., Journal of Marketing,65(3), 34-49.
    13.Chenet, Pierre, Carolin Tynan, & Arthur Money (1999). Service Performance Gap: Re-evaluation and Re-development, Journal of Business Research, 46, 133-147.
    14.Copulsky, J. R. and Wolf, M. J. (1990). Relationship Marketing: Positioning for the Future, The Journal of Business Strategy, 11, 16-20.
    15.Cronin & Taylor (1992). Measuring Service Quality:A Reexamination and Extension,”Journal of Marketing, 56,55-68
    16.Crosby, L. A., Kenneth R. Evans, and Deborah Cowles (1990). Relationship Quality in Service Selling: An Interpersonal Influence Perspective, Journal of Marketingn,54 (3), 68-81.
    17.Engel, J.F., R.D. Blackwell, P.W.Miniard, (1995). Consumer Behavior, 8th ed., New York:The Drydden,pp.365.
    18.Evert Gummesson, (1998). Productivity, quality and relationship marketing in service operations,International Journal of Contemporary Hospitality Management, 10(1), 4~12.
    19.Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24 (2), 343-373.
    20.Griffin, J. (1996). Customer Loyalty. New York: Simon Y Schuster Inc.
    21.Gronroos, C. (1984). Service Quality Model and Its Marketing Implications, European Journal of Marketing, 18, 37-45.
    22.Gronroos, C. (1990). Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface, Journal of Business Research, 20(1),3-11.
    23.Heide, J. B. and John, G. (1990). Alliances in Industrial Purchasing:The Determinant of Joint Action in Buyer-Supplier Relationships, Journal of Marketing Research, 6, 24~36
    24.Huang, Perng-Fei., Strombeck, Stephen D. (2002). An empirical study on the development of relationship marketing in the Taiwanese retail industry-The case of warehouse retailers, The Asian Retail and Distribution Forum, 7-25.
    25.Jackson, B. B. (1985). Winning and Keeping Industrial Customers, Lexington, Mass:Lexington Books.
    26.Jacoby, J. and D.B. Kyner (1973). Brand Loyalty Vs. Repeat Purchasing Behavior, Journal of Marketing Research, 10, 1-9.
    27.Jacoby, J. and R.W. Chestnut (1978). Brand Loyalty Measurement and Management, New York: John Wiley.
    28.Jones, T. O., and Sasser, W. E. (1995). Why satisfied customer defect,Harvard Business Review, 89-99.
    29.Juran, J. M. (1986). A Universal Approach to Managing for Quality, Quality Progress,19-24.
    30.Kotler, P. (1994). Marketing Management: Analysis, Planning, implementation, and Control, Englewood Cliffs, NJ, Prentice Hall.
    31.Kotler, P. (2003). Marketing Management, eleven edition by Prentice Hall International. Inc.
    32.Landrum, H., & Prybutok, V.R. (2004). A service quality and success model for the information service industry, European Journal of Operational Research, 156(3), 628-642.
    33.Lovelock Christopher H. & Robert F. Young. (1979). Look to Customers to Increase Productivity, Harvard Brsiness Review, 57(3), 168-180.
    34.Oliver (1997). Richard L. Satisfaction: A Behavioral Perspective on the Customer, New York:McGraw-Hill.
    35.Parasuraman, A., Zeithaml, V. A. and Berry, L. L.(1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for future Research, Journal of Marketing, 58, 6-17.
    36.Parasuraman, Zeithaml and Berry (1988). SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
    37.Parasuraman, Zeithaml and Berry (1996). The Behavioral Consequences of Service Quality. Journal of Marketing 60,31-46.
    38.Peltier, J.W.,& Westfall, J.E (2000).Dissecting the benefits managers relationship: What to measure and why, Marketing Health Services,20(2),4-13.
    39.Peterson, R. A. (1995). Relationship marketing and the consumer. Journal of the Academy of Marketing Science, 278-281.
    40.Priluck, R. (2003). Relationship marketing can mitigate produck and service failures Journal of Services Marketing, 17(1), 37-48.
    41.Rackham, N., Frifdman, L. and R. Ruff, (1995). Getting Partnering Right: How Market Leaders Are Creating Long-Term Competitive Advantage , New York, NY:McGraw-Hill.
    42.Reichheld ,F .F .and W. Earl Sasser, Jr. (1996). Zero Defections :Quality Coms to Services, Harvard Business Review,68(5),105-111.
    43.Sasser, W.E., Olsen, R. P. & Wyckoff, D. D., (1978). Management of Service
    44.Operation: Text , Cases, and Readings, Bacon., New York, 33-54.Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty,.European,Journal of Marketing, 27(9), 19-35.
    45.Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty,.European,Journal of Marketing, 27(9), 19-35.
    46.Shani, D. & Chalasani, S. (1993). Exploiting Niches Using Relationship Marketing, Journal of Business and Industrial Marketing, 8(4), 58-66.
    47.Sheth, J. N. & Parvatiyar, A. (1995). Relationship marketing In consumer markets:antecedents and consequences, Journal of the Academy of Marketing Science, 23(4), 255-271.
    48.Thorsten H. T. and M. F. Langer (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality, Journal of Service Research, 3(4), 331-344.
    49.Wakefield, R. L. (2001). Measuring Service Quality: A Reexamination and Extension., The CPA Journal, 55-68.
    50.Yu, C. H., Chang, H. C. and Haung, G. L. (2006). A Study of Service Quality, Customer Satisfaction and Loyalty in Taiwanese Leisure Industry, Journal of American Academy of Business, 9(1), 126-132.
    51.Zeithaml V. A. & Bitner M. J. (2000). Service Marketing. New York, NY:The Mc Graw-Hill Companies, Inc..
    52.Zeithaml V. A. & Bitner M. J (2003). Services Marketing: Integrating Customer Focus Across the Firm,3nd edition, McGraw-Hill, Inc.
    53.Zinkhan, G. M. (2002). Advertising Research: The Internet, Consumer Behavior,and Strategy. American Marketing Association, Chicago.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    100932181
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100932181
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2302View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback