本研究在檢測發卡銀行企業形象、知覺價值、顧客滿意度、關係品質，對顧客自發行為之影響力，經由613個持卡人並採用結構方程模式從事驗證，得知企業形象、知覺價值會透過顧客滿意度、關係品質影響顧客自發行為。研究顯示在消費金融業中透過廣告行銷手法建立企業形象與提昇消費者知覺價值，並維繫顧客關係以引導顧客自發行為有其必要性。本研究試圖發掘持卡人自發性忠誠、合作與參與行為之影響因素，以提供銀行業者在實務上的參考依據，並幫助制定有效之營運策略。
The research studies the influence of credit card banks' corporate image, perceived value, customer satisfaction and relationship quality on customer voluntary performance. This study investigates 613 credit card holders and adopts Structural Equation Modeling (SEM) to test our model. The results indicate that corporate image and perceived value will affect customer voluntary performance through customer satisfaction and relationship quality. The study shows that it’s necessary to adopt maintain customer relationship to bring customer voluntary performance. This study attempts to find out the influence factors on credit card holders' loyalty, cooperation and participation behavior to provide the bankers some practical suggestions to make effective strategies.
