自90年金控集團崛起後，台灣的銀行業因此進入戰國時期，以授信業務為主要收益來源的銀行業，受到民營與外資銀行的進駐，面對大型知名企業的議價能力逐漸式微，緣此網羅與留住中小企業顧客成為銀行首要課題。本研究旨在探討授信業務人員的特質、銀行的服務品質與銀行導入關係行銷對中小企業顧客忠誠度之影響，此外本研究亦探討關係品質之中介效果。
本研究以大台北都會地區與銀行有授信業務往來之中小企業顧客為研究對象，總計回收311份有效問卷，運用結構方程模型進行分析，以驗證構面間的關聯性。
研究結果發現，業務人員特質對關係品質具有正向的影響，服務品質對關係品質具有正向的影響，關係品質對顧客忠誠度具正向的影響，關係行銷對關係品質的影響不顯著。最後，透過本研究實證結果提出對銀行在行銷管理時一個參考依據與建議，以及未來研究方向。
With financial holding conglomerates rising in the 2000s, the banking industry has henceforth entered a period of wars. Loaning is always the main source of profit for banks. Yet with the entrance and garrison of private and foreign capital banks, traditional banks lost their power to negotiate with big and eminent enterprises. How to find and to keep Small and Medium Enterprises (SMEs) customers has thus become a priority. This study discusses the influence of salesperson's characteristics, banks' service quality and their introduction of relationship marketing on SMEs' customer loyalty. The intermediate effect of relationship quality is also discussed here.
This study targets SMEs who have loans from banks as subjects. A total of three hundred and eleven effective questionnaires are collected and analyzed with Structural Equation Modeling (SEM) to verify the relationships among all components.
The results indicate that salesperson characteristics have a positive effect on relationship quality. Additionally, the service quality can also positively affect relationship quality. This study also confirms that relationship quality positive affect customer loyalty. However, there is no significant correlation between relationship marketing and relationship quality. Finally, this study is offered as a basis for consideration, as well as direction for future studies, and advices on marketing management are proposed to banks.
