網路銀行顧客價值對顧客關係品質的影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/23621

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23621

Title:	網路銀行顧客價值對顧客關係品質的影響
Authors:	陳沁筠
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	網路銀行 internet banking 顧客價值 customer values 關係品質 relationship quality
Date:	2012
Issue Date:	2012-11-01 12:03:02 (UTC+8)
Abstract:	網路使用人口不斷快速增加，網路銀行使用人數亦呈現持續成長的情況。對銀行業者而言，勢必需要更加重視網路銀行的經營，透過提升顧客所重視的價值，進而建立與維繫企業及顧客雙方的關係，網路銀行業者將能留住現有顧客並且吸引更多的新顧客。然而，過去國內外網路銀行的相關學術研究，多在探討顧客對網路銀行的接受度、使用意願、顧客滿意度與忠誠度等議題，在網路銀行的情境中，顧客價值和關係品質的相關研究相對較少。因此，本研究欲瞭解網路銀行顧客價值對關係品質的影響，並試圖找出對關係品質最具影響力的顧客價值。本研究以曾經使用網路銀行進行交易或服務的消費者作為研究對象，採用問卷調查方式，總共回收239份有效問卷。以SPSS為統計工具，使用迴歸分析探討網路銀行顧客價值與關係品質之間的關係。研究結果發現，網路銀行的顧客價值(功能性價值、程序性價值、關係性價值、嘗新性價值)，除嘗新價值之外，其他三大層面的顧客價值都能顯著正向影響關係品質，其中又以功能性價值最能增進關係品質的建立與維繫。 As the internet user are increasing rapidly, the population of internet banking user has also been increasing. From the bank’s perspective, they must pay attention to operate the business of internet banking. That through promote customer values, internet banking also can build up long-term relationship between businesses and their customers. However, according to the literature review, most of studies concerned with consumer acceptance, actual behavior, customer satisfaction and customer loyalty in the context of internet banking. On the other hand, it seldom mentions the customer values for internet banking on relationship quality. For this reason, the purpose of this study is to explore the impact of customer values for internet banking on relationship quality. The study also want to find the factor influencing relationship quality greatest.This research aims to investigate users of internet banking service in Taiwan area, and 239 questionnaires were collected. This research applies SPSS to analyze the data test the proposed framework. This study used regression to investigate the impact be-tween customer values and relationship quality.The result showed that expect epistemic value, functional value, process value and relationship value have positive effect on relationship quality, and functional value can improve relationship quality greatest.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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