使用網路銀行申請授信業務對顧客忠誠度的影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/29874

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/29874

Title:	使用網路銀行申請授信業務對顧客忠誠度的影響 Influene of using online loan application on customer loyalty
Authors:	吳維翰
Contributors:	國際企業管理學系碩士在職專班
Keywords:	顧客滿意度顧客忠誠度知覺價值網路銀行 Customers Satisfactory Customer Loyalty Perceived Value Internet Banking
Date:	2015-06
Issue Date:	2015-07-08 11:24:13 (UTC+8)
Abstract:	在Brett King 所著的BANK 3.0一書中，如封面開宗明義地寫道：Banking is no longer a place you go, but something you do，隨著科技的發展，在新一代的消費者認知中，銀行已漸由一個產域的概念，轉化為無處不在的服務；時至今日，只要有網路或通訊到達，皆可成為銀行的服務範圍，早已是不爭的事實。本研究目主要在探討透過對使用網路銀行申請授信業務的顧客使用經驗，希望藉以暸解顧客使用網路銀行申請授信業務之滿意情形，並藉由研究假說的驗證，以提供銀行業者對顧客的瞭解，有助於業者提升顧客滿意度，增強競爭力。正式問卷以國泰世華銀行位於台北市的某分行使用該項服務之客戶進行問卷之發放，回收有效樣本為329人。研究結果顯示，知覺價值對顧客滿意度、抱怨行為與處理對顧客滿意度、顧客滿意度對顧客忠誠度、抱怨行為與處理對顧客忠誠度、知覺價值對顧客忠誠度皆呈現顯著正向相關，換言之，網路銀行申請授信業務的知覺價值與抱怨行為處理，將使顧客滿意度與顧客忠誠度愈高，因此要如何提升顧客對網路銀行的知覺價值及妥善的抱怨行為處理，將是提升網路銀行顧客滿意度與顧客忠誠度首要之道。 In Brett King's book BANK 3.0 book, such as the cover at the outset, wrote: Bank-ing is no longer a place you go, but something you do, with the development of tech-nology in the next generation of consumer awareness, the bank has gradually by the concept of a production field, converted to ubiquitous services; today, as long as the In-ternet or communications reach, can become the bank's range of services, it has long been an indisputable fact. The main objectives of this study to explore the experience through the use of online bank customers to apply for credit business, hoping to use the Internet in order to understand customer satisfaction situation of the banks for the credit business, and by research hypothesis verification, in order to provide the customer bankers Learn to help the industry improve customer satisfaction, and enhance competitiveness. Formal ques-tionnaire to Taipei Cathay United Bank customers to use the service of the question-naires were recovered effective sample of 329 people. The results show that perceived value to customer satisfaction and complaint behavior and handling of customer satis-faction, customer satisfaction to customer loyalty, complaining behavior and the han-dling of customer loyalty, perceived value of customer loyalty are showing significant positive correlation, In other words, perceived value and complaint behavior online bank for credit business process, customer satisfaction and loyalty, the higher will, therefore how to enhance customer perceived value and proper complaint handling behavior online bank, will be to enhance Internet Banking Customer Satisfaction and Loyalty top of the road.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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