| 摘要: | 隨著臺灣經濟成長及民眾消費支付的需求，信用卡發卡量及簽帳金額也屢創新高，以2005年流通卡數達4,549萬張為歷史新高，而臺灣信用卡市場競爭激烈，顧客需求逐漸多樣且期待提高，信用卡業者滿足了顧客滿意卻不容易留住顧客，本研究以臺灣大台北地區最近一年內持有國內信用卡業者發行的信用卡持卡人，對於信用卡業者提供服務過程的承諾、誠信與滿意度之認知，是否影響顧客行為忠誠與態度忠誠，亦即探討信用卡業者與信用卡持卡人二者間的關係品質對於顧客忠誠度之影響；以及上述二者關係可能受到選擇多樣化（情境因素）的影響而有所差異。針對322位受測者進行問卷調查，運用統計分析進行研究模型驗證，研究結果發現，信用卡持卡人對於信用卡業者提供服務過程的承諾、誠信與滿意度之認知，對於顧客忠誠度有顯著正向影響，加入選擇多樣化為情境因素，對於顧客忠誠度亦呈正向影響。
[關鍵字] 關係品質（Relationship Quality），
誠信（Trust），承諾（Commitment,），滿意度（Satisfaction），顧客忠誠度（Customer Loyalty），選擇多樣化（Variety of Choice）
With Taiwan's economic growth and public consumption demand payment, credit card issuance and the amount of spending always reach record highs, with the number of cards in circulation in 2005 amounted to 45.49 million. Increasingly customer diverse demand and higher expectation hit the intense credit card market in Taiwan, and the credit card industry meet the satisfaction but fail to retain customers. This study takes credit card holders issued by domestic credit card industry within the last year in Taipei, Taiwan, for basic resources, to analyze if the cognition of trust , commitment and sat-isfaction , that credit card industry offer can affect customer behavior loyalty and atti-tude loyalty, which also means whether the relationship quality between credit card in-dustry and credit card holders can influence customer loyalty, and the above relation-ship between the two sides may be vary because of the Variety of Choice （situation factors）. For 322 subjects who carry out the survey, by the use of statistical analysis model, researchers found that the credit card holders' trust and commitment to provid-ing services for the credit card industry processes, and degree of satisfaction, has signif-icantly positive impact for customer loyalty. Variety of Choice is added as situation-al factors for customer loyalty was also to affect positive.
Keywords：Relationship Quality, trust , commitment , satisfaction , Customer Loyalty , Variety of Choice |
