| 摘要: | 隨著新興科技不斷創新，臺灣金融服務業市場競爭激烈，面對金融市場同質性產品充斥及顧客的消費意識抬頭，金融機構以提供產品多元化及差異化，並輔以吸引顧客目光，各式優惠及削價競爭與時俱進，顧客需求逐漸多樣且期待提高，而顧客多半會尋找對自己較為有利的金融機構來往；金融服務業者滿足了顧客滿意卻不容易留住顧客，主要就是缺乏顧客忠誠度(customer loyalty)，畢竟忠誠顧客才是公司長期且穩定獲利的來源，這使得金融服務業者持續面臨獲利能力及顧客滿意雙重的挑戰。
有許多業者執行居家辦公、遠距離上班，當今社會正在加速數位化腳步，在這之間金融服務對於穩定經濟及振興政策方面發揮了關鍵作用，然而也開始思索如何重塑虛擬、實體通路的角色及傳統的產品與服務。若想永續經營，期望能在業界佔有一席之地，進而強化本身的競爭優勢，發展與顧客的長期關係。
本研究的目的在於以金融服務業之消費群作為研究對象，探討金融服務業裡關係品質(承諾、誠信、滿意度認知)與顧客忠誠度之間的關係，以及考量干擾變數的可能影響，研究的成果將有助於金融服務業之顧客關係管理的參考，並更進一步提供金融服務業者實際營運上之參考及運用。利用迴歸分析進行分析，探討顧客對於金融服務業承承諾(commitment)、誠信(trust)與滿意度(satisfaction)認知與加入以網路銀行使用程度為情境因素干擾變數後交互關係，是如何影響顧客忠誠度，進而提升或鞏固顧客忠誠度，為企業帶來效益、創造價值。
With the continuous innovation of emerging technologies, the competition in Taiwan's financial services industry is fierce, in the face of the flood of homogeneous products in the financial market and the rise of customers' consumption awareness, financial institutions to provide product diversification and differentiation, and supplemented by attracting customer attention, a variety of preferential and price-cutting competition with the times, customer demand is gradually diversified and expected to improve, and customers will most likely look for financial institutions that are more favorable to themselves; Financial services providers meet customer satisfaction but are not easy to retain customers, mainly because of the lack of customer loyalty (customer loyalty), after all, loyal customers are the company's long-term and stable source of profits, which makes financial services providers continue to face the dual challenges of profitability and customer satisfaction.
Financial services, which are playing a key role in stabilizing the economy and revitalizing policies, are also beginning to think about how to reshape the role and role of virtual and physical pathways Traditional products and services. If you want to maintain your business sustainably, you want to have a place in the industry, thereby strengthening your competitive advantage and developing long-term relationships with customers.
The purpose of this study is to take the consumer group of the financial services industry as the research object, to explore the relationship quality (commitment, integrity, satisfaction perception) and customer loyalty in the financial services industry, and to consider the possible impact of interference variables, the results of the research will contribute to the reference of customer relationship management in the financial services industry, and further provide the reference and application of financial services providers in their actual operations. Regression analysis is used to explore how customer loyalty is affected by customer loyalty by influencing customer loyalty by adding the interaction relationship between the commitment, trust and satisfaction of the financial services industry and the interference of variables with the use intention of online banking as the contextual factor, thereby enhancing or consolidating customer loyalty, bringing benefits and creating value to the enterprise. |
